Sales of makgeolli, a traditional Korean alcohol, have soared in recent years, particularly among women drawn to its sweet taste, health benefits and low alcohol content.
According to the Korea Agro-Trade Center Tokyo, 6,157 tons of makgeolli were imported from South Korea in 2009, more than 10 times the 611 tons imported in 1999. The figure for 2009 also represented a 26 per cent increase from the previous year.
Made from rice and rice malt, makgeolli is similar to Japan's unfiltered nigorizake. Fermented with lactic acid bacteria, it has a rich, sweet flavor, contains plentiful amounts of amino acid and is only 6 to 7 percent alcohol.
Today, a growing variety of eateries and stores are selling makgeolli, from izakaya Japanese pubs to major supermarket chains. A major South Korean brewing company also began nationwide sales of a new makgeolli product this month.
Makgeolli was first imported to this country about 20 years ago. The recent sharp increase in imports is attributed primarily to the ongoing boom in all things South Korean, and to consumers' increasing consciousness about their health.
The makgeolli bar Tejimaul opened four years ago in Shinjuku Ward, Tokyo, serving seven types of the drink. Today the bar offers 50 varieties costing from 500 yen to 1,000 yen a glass. Thanks to advanced transport technology, raw makgeolli that has not been heat-treated also can be imported to Japan, where it is popular among gourmands who enjoy the original flavor of the rice.
"There are many varieties of makgeolli, including some with mandarin orange or grape flavors," said bar manager Tsuneyuki Shimazu. "There also are makgeolli cocktails."
"Because it's rich in amino acids and lactic acid bacteria, many female customers order [makgeolli] for its beauty and health benefits," Shimazu said.
There also is a pub that serves fresh makgeolli made at a factory next door and a brewing company that has begun producing makgeolli in Japan.
Though most makgeolli is made by small or midsize South Korean companies, some major companies have started to break into the market.
Jinro Japan Inc., the Japanese unit of the South Korean alcoholic beverage manufacturer, has begun nationwide sales of a 1-liter-bottle of Jinro Makgeolli for 630 yen, including tax. This product was initially sold only in western Japan.
"There is strong demand in this country for healthy low-alcohol drinks that are easy to drink," said Satoshi Shida, chief of the company's advertising and PR team. "We want to come up with unique ways of drinking makgeolli, a product that is mostly enjoyed in laid-back atmospheres."
