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A major American late-night talk show recently aired an eye-catching segment demonstrating how to make somaek (a combination of soju and beer). While K-pop stars and other celebrities once led the global spread of Korean culture, everyday Korean practices have increasingly been adopted abroad as fashionable lifestyle trends.
Sources in the alcohol and cultural-content industries said Korean American actor-director Daniel Dae Kim appeared on The Tonight Show Starring Jimmy Fallon to introduce somaek culture. He balanced a soju shot glass on chopsticks and then struck the table so the glass dropped into a beer — a classic Korean “bomb” shot — a stunt that captured the live audience’s attention.
The segment featured HiteJinro’s soju “Jinro Is Back” and its beer “Terra.” Just as global shout-outs from stars such as BTS and Blackpink helped Samyang Foods’ Hot Chicken Ramen and Nongshim’s shrimp crackers and Banana Kick flourish overseas, observers say this exposure could serve as a positive catalyst for Korean liquor brands seeking international markets.
As Korean media and culture gain global traction, foreign consumers are increasingly imitating ordinary Korean lifestyles. Everyday habits and routines are becoming cultural products in their own right.
Beyond the spicy-ramen-eating challenges that once set social media alight, many foreign visitors now seek out authentic Korean pastimes — from hiking local mountains to sampling neighborhood leisure — to experience Korean daily life firsthand. The trend reflects a shift: instead of admiring lifestyles in New York or Paris, some people now look to Korea for cultural cues.
At home, however, younger generations are prioritizing health and self-care, which has reduced company drinking culture and overall alcohol consumption. For domestic beverage makers facing stagnant sales, tapping new demand overseas has become a critical opportunity.
An industry executive said overseas consumers find Korea’s everyday, lifestyle-oriented culture highly attractive. If globally watched television programs continue to showcase Korea’s distinctive drinking customs, the executive added, the marketing payoff could be substantial.
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