The Hallyu, or Korean Wave, has truly taken over the world! Whether it’s their films, television shows, music, fashion trends, or even food and beverages, we can’t help but love all things Korean. If you’re a fan of K-dramas and K-pop like us, you might find yourself fascinated – perhaps even obsessed with how Koreans showcase their food and drinks, particularly that iconic green bottle of soju. This rice-based spirit has captivated Indian Gen Z, fueling a growing interest in Korean culture. Let’s explore why desi Gen Z can’t get enough of soju!
Korean Soju: Indian Gen Z’s Obsession, Explained
What Is Soju?
Soju is a predominantly rice-based drink, but it can also be made of sweet potatoes, tapioca, wheat, or barley. It has a clear appearance and an alcohol content of 13 to 59%. However, most commercially sold soju brands contain about 20% to 30% alcohol.
The word soju, if broken, gives us two syllables – ‘so’ and ‘ju’. In Korean, ‘so ’ means ‘burnt’, while ‘ju’ translates to an ‘alcoholic drink’. Soju is typically served chilled in iconic green bottles that you’ll spot in countless Korean shows. In fact, many soju brands like Jinro also serve soju in delicious flavors like apple, cranberry, peach, lemon, etc, appealing to a wider and younger consumer base as well. When it comes to serving, you can serve this smooth, sweet drink neat or mix it with fruit juices and other ingredients to craft delicious cocktails.
Today, soju is one of the most consumed alcoholic beverages in the world, cementing its popularity not just in its home base, but also across the globe. It is widely available in India, majorly in Korean restaurants and specialty gourmet stores that sell imported goods. A bottle of soju can cost you about INR 825 to INR 875.
Soju’s Popularity: Influence Of Korean Dramas And Movies
We all can agree that most of us first saw the bottle of soju in a K-drama, or a Korean movie. This analogy won’t make much sense, but what chai is to us Indians is soju to them, except that one of them is alcoholic. K-dramas and movies do an amazing job of showing the food culture of the country.
Most scenes feature an ensemble cast dining together at the table – sharing food, passing each other salt, complementing each other, and of course pouring each other a glass of soju. The soju here becomes a symbol of camaraderie among the people, symbolizing love, togetherness, and community bonding.
K-dramas and movies where you’ll find some of the best scenes featuring soju are as mentioned below:
- A Business Proposal (2022)
- Crash Landing On You (2019)
- Descendants Of The Sun (2016)
- Hospital Playlist (2020)
- Work Later, Drink Now (2021)
The popularity of K-dramas and movies in India has led to many Gen Zs obsessing over not just the actors but also the delicious food and drinks, including soju. Thanks to the rise of Korean pop culture in India, you can easily find a bottle of soju (and other Korean snacks) in many stores that sell imported goods.
Also Read: Drinking Culture In Korea
The Undeniable Influence Of Social Media
Social media platforms like Instagram, Snapchat, and Twitter (X) are where most Indian Gen Zs spend their time, witnessing the birth and death of many trends. Some trends go viral while some die in the quiet corners of the internet as rapidly as they rose to the surface. You can’t deny how social media plays a key role in making a particular food or drink go viral in just a few minutes. After all, who doesn’t remember the iconic Dalgona coffee trend? Or the Gigi Hadid pasta recipe we couldn’t resist trying?
The ubiquitous green bottle of soju was already eye-catching in its design and aesthetics, and when social media users began flaunting their soju, the trend took off like anything! Suddenly, soju bottles were everywhere, and people were eager to be a part of this online community where Korean drinks had finally received their due.
The Rise Of Korean Culture In India
South Korea has brilliantly marketed its soft power across the globe by giving us countless K-dramas, iconic artists and music bands like Stray Kids, BLACKPINK, and BTS, and of course, a whole lot of Korean cultural elements. We’re talking about Korean food culture, language, fashion, lifestyle choices, and so much more.
The Korea Tourism Organization is leaving no stone unturned to promote South Korean tourism and their culture in India, appealing to a young crowd more than ever. Not just that, but you’ll find many cities hosting their very own Korean food festivals, Korean music festivals, as well as inviting Korean artists to perform in India. Multinational brands have caught on this ‘trend’ with companies like McDonalds, Burger King, and Dominoes releasing their Korean special menu.
The Indian food and beverage and hospitality industry is also seeing a major rise in all things Korean. Restaurants like Kofuku, Sun and Moon, Hengbok, Busan Korean Restaurant, Kori’s, Hae Kum Gang, and Thai Seoul are some of the most popular restaurants across India serving delicious Korean food and of course, a chilled glass of soju!
Also Read: 3 Soju Cocktails To Try For New Years
Summing Up
Indian Gen Z is exposed to a global culture that is slowly fading away boundaries – we’re a part of a global culture where we embrace our roots as well as accept other cultures. The rise of Korean culture in India is only seeing an upward trend, thanks to Korea’s iconic culinary symbols like soju making their way to India’s kitchens. So, what are you waiting for? Grab a bottle of Korean soju, chill with your friends, and watch a wholesome K-drama!
FAQs
How Many Shots Of Soju Does It Take To Get Drunk?
Soju can get you drunk in 7 to 8 shots.
How Do Koreans Drink Soju?
Koreans enjoy soju in chilled shot glasses. They usually pair soju with meat, fried foods, and seafood.
What Is A Good Combination For Soju?
Lime juice, yogurt, or club soda usually pair well with soju.
