Click here to watch the video The whiskey market in Korea has steadily declined over the past 20 years, but in 2021, it has shown a dramatic turnaround and has started to grow again, driven by the increase in highball consumption among people in their 20s. The growth of the alcoholic beverage market in Korea is occurring in conjunction with the spread of the concept of ‘food pairing’ in the food culture. This lecture examines how the consumption trends of wine and whiskey, which are competing with traditional Korean alcoholic beverages such as beer, soju, and makgeolli, are changin...
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