Culture of Korea

What kind of alcohols do you prefer? 

It’s like a promised heaven to have a few beers after work. For Koreans, it’s all about “hoisik” (get-together), where drinking is akin to a major part of company work or entertainment. However, with the rise of individualism, hoisik culture is fading away. Many workers now prefer to leave work on time and enjoy beer at home with family or by themselves. As a result, numerous breweries have been established, and over 1000 varieties of local beer are sold in convenience stores.
Furthermore, as the pandemic persists, people are spending more time at home, leading them to seek stronger yet budget-friendly alcoholic beverages for everyday consumption. Various liquors such as whisky, vodka, gin, and rum have gained popularity in the Korean alcohol scene. However, for those who prefer lighter options, Highball has emerged as a solution.

Essentially, the Highball is a Japanese cocktail with a base of Japanese whisky, typically mixed with club soda or soda water. Popular variations include Earl Grey or melon Highball, known for their unique aromas and flavors. Lemon and peach Highball are also must-try options. This Japanese drink has gained popularity in restaurants and pubs, and convenience store CU even launched a ready-to-drink (RTD) version called Teddy Bear Highball in late 2021. The initial stock of around 100,000 cans quickly sold out within a week, showcasing its growing fame. Despite attempts to purchase it multiple times, availability was limited, with only three successful purchases. 

Canned Highballs

Since then, the liquor industry has tapped into a new sales market with the rise of canned Highballs. Fridges once filled with canned beers from around the world are now stocked with canned Highballs. Japanese liquor company Santory capitalized on this trend by releasing Jim Beam Highball in Korea. While Highballs may not have as many varieties as beer yet, their popularity is expected to increase over time.

Oh, if you think Highball is only made from whisky, that’s a huge misunderstanding. Korea has its own variations with Soju (traditional Korean liquor) and Yantai Kaoliang (traditional Chinese liquor). Yantai Kaoliang Highball is one of my favorites. If you’re curious about its taste, head to the supermarket and get a bottle of Yantai Kaoliang. You can find Yantai Highball in retro-style restaurants or make your own Yantai Kaoliang Highball for less than the cost per bottle in a restaurant.

EZsPEDIA © 2024 by YUNMI LEE is licensed under CC BY-NC-ND 4.0