Alcohol sales down, but hangovers upThough Koreans are drinking less alcohol, they are drinking more hangover cures.
According to a recent study by the Korea Alcohol & Liquor Industry Association, the amount of beer delivered out of storage in December was only 74.4 percent as much beer as was delivered in December 2004. Soju and whisky deliveries also fell last year, accounting for 95.9 percent and 97.8 percent, respectively, of deliveries in December 2004.
Yet the market for hangover-relief drinks, which was 20 billion won ($20 million) in 1998, right after the financial crisis, is now 60 billion won, which some say can be explained by Korea’s “well-being” trend.
Sales also rose once the drinks began selling in convenience stores. The liquid hangover cures, first introduced in 1992, were at first sold only at drug stores.