Exports of “Korean soju and beer” popular with Mongolia’s MZ generation (millennial generation and Z generation) are rapidly increasing

Last year in Mongolia, it was revealed that the value of Korean beer exports nearly doubled. Korean beer has become very popular due to the influence of the Korean wave, and low alcohol alcoholic beverages are popular among young Mongolians.
beer consumption is increasing. According to Kotra on the 30th, South Korea's beer exports to Mongolia in 2022 will be $9.35 million (approximately 1.4 billion yen), compared to the previous year (
4.71 million dollars, approximately 700 million yen), an increase of 98%. Mongolia's total beer imports were the second largest after China ($10.77 million, approximately 1.6 billion yen). Does Mongolia visit more than 22 countries a year?
The country imports beer worth $30.47 million (approximately 4.55 billion yen). A Kotra official said, ``The increase in Korean beer imports is largely due to the influence of the Korean Wave,'' and ``Recently, consumption by young people has increased.''
It appears that the demand for soju and beer has increased sharply because many people are interested in Korea's ``somek'' culture of mixing soju with beer.''
Mongolians used to prefer alcoholic beverages with high alcohol content, but recently the alcohol content has increased.
They prefer alcoholic beverages with lower numbers, and overall beer consumption is on the rise. As of 2022, according to data from the Mongolian Statistics Authority, the beer production volume of Mongolian alcoholic beverage manufacturers is 124.06 million liters.
This was an 18% increase compared to the previous year. Kotra estimates that the average monthly beer consumption per person is 6.1 liters. The culture of drinking beer and other drinks alone at home due to the COVID-19 virus
These changes in mainstream consumption trends are accelerating as consumer demand becomes more widespread. The Cass brand, which accounts for 77% of South Korean imported beer, has been in Mongolia since 2000.
It ranks number one among imported beers. It is less bitter, has a high alcohol content of 6.9, and is said to have good cost performance, making it popular among male consumers. In addition to this, OB (Obee)
・Hite, KUMIHO, and JEJU BEER are also gaining popularity locally due to the influence of the Korean wave. The shadow of the successive expansion of Korean convenience stores into Mongolia
There is also a sound. CU entered the Mongolian market in 2018 and GS25 convenience store in 2021. A Kotra official said, ``With the expansion of convenience stores, people will not only be able to enjoy Korean food but also Korean beer.
It appears that his enthusiasm has increased even more." Kotra officials expect that young Mongolians will continue to consume imported beer even more in the future. Kotra officials said, ``Local production
"Imported beer prices are 20 to 30% higher than beer prices, but the imported beer market is expected to expand further due to interest in trying new products and the influence of social media."
In particular, in the case of Mongolia, where it can be said that the Korean wave has already spread throughout society, Korean beer has gained great popularity due to the influence of Korean TV series and various contents, and is showing rapid growth.
``In the growing Mongolian imported beer market, Korean beer will be able to further increase its market share by launching a variety of products that match consumer tastes and by gaining popularity with the Korean Wave.''
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