K-pop alcohol business is rapidly growing as idols and celebrities launch their own liquor brands, creating new opportunities and challenges. This trend has gained significant attention recently, especially after BTS’s Jin faced scrutiny for alleged labeling violations with his liquor brand. The K-pop alcohol business combines star power with Korea’s traditional liquor industry, but critics warn of social and legal risks.
The surge began with rapper Jay Park introducing Won Soju in 2022. Following him, singers like Lim Chang-jung, Kim Min-jong, and Yoon Mi-rae also entered the soju market. However, public interest declined as many similar products flooded the market. Demand for whiskies and ready-to-drink cocktails, meanwhile, remained steady.
The industry revived momentum in late 2023. Unlike before, when celebrities only lent their names, now they actively invest and collaborate with distilleries. For example, Jin co-founded Jini’s Lamp and launched the spirit IGIN in December 2024. Other stars like T-ara’s Hyomin, JYJ’s Kim Jae-joong, and Big Bang’s G-Dragon followed suit, launching their own brands or partnerships.
Market research firm Embrain reported that sales of celebrity alcohol products reached about 13.8 billion won ($9.84 million) in July 2025. This figure marks a 222 percent increase over the previous year. Interestingly, demand now spreads across age groups, with people in their 20s accounting for nearly 30 percent of sales, followed by those in their 30s, 40s, and over 50s.
These collaborations also benefit Korea’s traditional liquor sector. For instance, singer Sung Si-kyung’s makgeolli helped revive a century-old brewery. G-Dragon’s Peaceminusone Highball sold 880,000 cans in three days, eventually topping 10 million cans sold. Industry experts say celebrity partnerships drive quick brand recognition and sales.
Despite success, critics express concern about youth influence and legal issues. Korea’s Liquor Tax Act strictly regulates alcohol production and sales. Some argue that celebrity ventures exploit legal loopholes by focusing on traditional liquors like makgeolli, which face fewer restrictions.
An entertainment official warned that idols’ influence on teenagers could encourage underage drinking. Fans might buy celebrity-linked alcohol as collectibles, indirectly promoting alcohol consumption among minors. This situation challenges the intent of existing liquor laws. In conclusion, the K-pop alcohol business continues to grow and reshape Korea’s beverage market. Yet, balancing commercial success with social responsibility remains a critical challenge for industry stakeholders and regulators.
