Home-sool (drinking at home) or Hon-sool (drinking on your own)?

Home-sool (drinking at home) or Hon-sool (drinking on your own)?

"How do I avoid excessive drinking without upsetting my boss or co-workers?  Where are the coolest bars for friends and lovers? What is the best way to overcome a soju hangover?"  As the year-end approaches, we can see ample evidence of the changes in drinking culture in Korea and the stress emerging from generational differences. Social sub-groups are creating their own rules so how you have fun depends on who you are drinking with.

Statistics suggest that alcohol consumption is static but looking closely, we can see that the types of alcohol and how it is consumed are undergoing dramatic change.  More people choose to drink at home (home-sul) or on your own (hon-sool) than ever. The changes in drinking culture seems to reflect the company culture or, perhaps, the other way around. It is complicated!

Thursday evenings after work are the busiest time at bars and restaurants for drinking with friends or co-workers - whereas it used to be Fridays. Work-life balance is more important than ever and people prefer to keep Friday afternoons/evenings free from any social engagements because it is the beginning of the weekend.

Another dramatic change is that the single group norm is being supplanted by individual preferences. The younger generation who reject the social norms set by their fathers' generation choose what they want to drink, how much to drink, and what snacks to eat while drinking.  This includes the option of drinking at home or on your own. 

Alcohol consumption is diversifying as it is no longer required to go along with the crowd. According to "2018 Alcohol Statistics" by the Ministry of Health and Welfare/ Korea Health Promotion Institute, consumption of traditional soju decreased slightly in the last three consecutive years from 955,507 kl (2015) to 945,860 (2017), whereas imported beer increased from 170,919 m/t to 331,211 m/t in the same period.  High end distilled soju increased from 954 kl to 1,857 kl, more than doubling in the 3-year span. We see the market diversifying within each category while the total market size remains unchanged.  Bars featuring more than 100 types of makgeolli, (a traditional fermented rice drink beer) have been drawing consumers in their 20s and 30s.  The relatively low alcohol content and compatibility with various side dishes enhances its appeal. 

At the work place, respecting individual tastes and preferences is perceived as an important characteristic of the cooperative co-worker (according to a mid-30s former co-worker now imbedded in a Korean firm).   

Rapidly changing social values and working culture seem to be changing the drinking culture in Korea.

If you would like to identify and capitalize on business opportunities in Korea, let IRC Guide your Way!  http://www.ircconsultingkorea.com,

Ji-Yeon at kjy@ircconsultingkorea.com