South Korea: Japanese beer imports near 100 billion Korean won in Q1-Q3 this year

The cumulative import value of Japanese beer in South Korea during the first three quarters of this year has approached 100 billion Korean won, continuing its growth in the domestic imported beer market. As it regains popularity following the 2019 boycott of Japanese products, competition among companies is intensifying, The Chosun Daily reported on October 21.

According to the Korea Customs Service’s trade statistics, Japan’s beer exports to South Korea from January to September this year amounted to 75.223 million dollars (approximately 99.87 billion Korean won), a 25% increase from the same period last year (60.197 million dollars).

South Korea’s imports of Japanese beer plummeted in 2019 due to the boycott. The import value, which stood at 78.3 million dollars in 2018, halved to 39.756 million dollars in 2019. In 2020, it further dropped by 85.7% to 5.668 million dollars compared to the previous year.

Since then, imports have recovered, reaching a record high of 79.148 million dollars last year. This year, the import value through September has already reached 95% of last year’s annual total, suggesting it may surpass previous records.

The popularity of Japanese beer contrasts with the overall contraction of South Korea’s imported beer market. Total beer imports peaked at 309.68 million dollars in 2018 but fell to 215.8 million dollars last year, reflecting an average annual decline of about 5% over seven years.

The growth of Japanese beer is attributed to increased exposure to local products during trips to Japan and a more favorable perception of Japanese culture. According to the Japan National Tourism Organization (JNTO), approximately 9.46 million South Koreans visited Japan last year, the highest ever. This year, the number is expected to exceed 10 million.

The expansion of popular products, such as Asahi Super Dry draft beer cans launched in 2023, has also driven imports. Lotte Asahi, a joint venture between Lotte Chilsung and Japan’s Asahi Group, expanded its product line in June by releasing ‘Asahi Style Free,’ a zero-sugar product. MZ Beveridge, which imports and distributes Sapporo and Ebisu beers, introduced ‘Sapporo Draft Beer 70’—a product with reduced sugar and purine content—in June last year. Last month, it also opened an Ebisu beer pop-up store at The Hyundai Seoul.

HiteJinro, which has handled the import and distribution of Kirin beer, recently began domestic production. This marks the first time Kirin, known for its strict quality control, has partnered with an external company in Asia for production. Since this month, HiteJinro’s Jeonju factory has been producing Kirin Ichibang Shibori cans. The company plans to meet about 75% of domestic sales through local production next year.

21 October, 2026