Following the easing of South Korea’s boycott on Japanese imports, which began in 2019 due to political tensions, Japanese beer sales are now surging.

South Korea has seen a robust revival in Japanese alcoholic beverage imports, reaching record volumes as anti-Japan sentiment from previous years significantly declines.

While official data for the latest quarter have not yet been published, the Korea Customs Service reported that Japanese beer imports in Q1 2025 reached approximately US$14.62 million, marking a 125% year-on-year increase and totalling around 17,137 tonnes.

The second quarter of 2025 is expected to continue this strong growth. This remarkable recovery contrasts sharply with 2020, when the “No Japan” boycott caused beer imports to plummet to just 6,490 tonnes amid diplomatic disputes over historical issues.

Younger consumers, many of whom have visited Japan and now select beverages based on taste rather than origin, are driving this turnaround, according to recent reports.

Industry insiders also credit a more aggressive marketing push from Japanese brewers as a key factor.

Notably, Asahi recently collaborated with K-pop group BLACKPINK to promote its Super Dry beer and opened a pop-up store in Seoul.

Sapporo introduced its Draft Beer 70 brand and launched a premium tasting bar in Seoul’s trendy Seongsu-dong district. Meanwhile, Suntory opened a pop-up in the Yongsan District and aims for annual growth exceeding 10%.

Additionally, HiteJinro recently confirmed the introduction of Kirin Group’s vodka-based fruit RTD brand Hyoketsu, marking another entry for Japanese alcoholic beverages into the South Korean market.

This rapid growth extends beyond beer, with imports of Japanese sake, whisky, and ready-to-drink beverages also experiencing significant increases. Industry stakeholders suggest the revival reflects improved bilateral relations and evolving consumer preferences, particularly among younger drinkers who increasingly value the quality and diversity of Japanese alcoholic products.