Korean spirit soju gains popularity in India beyond K-pop influence

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Soju, the world's top-selling spirit, is witnessing growing demand in India, particularly among urban youth. Its relatively low alcohol content, smooth drinkability, and range of fruit flavors have contributed to its rising appeal. The broader Korean Wave, encompassing K-pop, K-dramas, and Korean cuisine, has helped introduce the drink to Indian consumers. Soju pairs naturally with Korean food, making it a common choice at social gatherings and Korean restaurants. Industry observers suggest the spirit is on track to become a notable presence in India's evolving beverage market.

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