Social Norms

2 articles

Young adults in a modern Seoul bar enjoying premium whiskey, reflecting a shift towards discerning and individualistic drinking habits.

Why Koreans Are Choosing Premium Whiskey Over Heavy Drinking

South Korea's whiskey imports surged by 53% in 2022, hitting a record $260 million, according to the Korea Customs Service .

Daniel Moretti·April 30, 2026

Gen Z consumers are driving a 22% surge in non-alcoholic beer sales while also showing an increase in alcohol consumption, highlighting a complex relationship with drinking.

Trends

Non-alcoholic beer sales surge 22% amid Gen Z's conflicted drinking

Non-alcoholic beer purchases surged by 22% from December 2023 to November 2024 compared to the same period a year earlier, yet the proportion of legal-aged Gen Zers consuming alcohol also increased by

Daniel Moretti·April 20, 2026