Khao San Road, a well-known entertainment district in Bangkok, Thailand, was bustling on the night of Feb. 17, around 10 p.m., with street food vendors, clubs, and entertainment venues brightly arrayed along the 400-meter-long road.
Reflecting the Korean Wave, K-pop music was heard from various clubs and bars. A Thai man and woman were spotted drinking soju with a label that read “Geonbae,” which means “cheers” in Korean. Street hawkers were also seen catching the attention of South Korean tourists, repeatedly pointing to “Soju” listed on their menus.
At bars on Khao San Road, a bottle of soju typically sells for about 200 baht (about 7,400 won). However, these bars often sell Thai-made counterfeit soju instead of genuine Korean brands.
As the Korean Wave continues to boost the popularity of Korean soju in Thailand and other Southeast Asian countries, counterfeit soju aimed at this trend has emerged.
These imitation products are notable for their green bottles, closely resembling the iconic Korean soju bottles to the extent that even Koreans might be deceived, and feature labels in Korean. Being over 30% cheaper than the genuine Korean products, they are preferred by local bars and venues.
According to trade statistics from the Korea Customs Service, soju exports amounted to $114.1 million last year, marking an 8.7% increase year-over-year. Soju exports exceeded $100 million for the first time in a decade since reaching $107.51 million in 2013. With the growing popularity of Korean culture, the appeal of soju, a symbol of Korea, has also risen.
By country, soju exports to Japan were followed by exports to Vietnam ($7.93 million), the Philippines ($4.47 million), and Malaysia ($2.23 million), all located in Southeast Asia, with Thailand ($1.92 million) also ranking high. However, there are concerns that proliferation of counterfeit soju poses a threat to the reputation of Korean soju.
According to the liquor industry, fruit-flavored soju, which has waned in popularity in South Korea, is well-received in Southeast Asian countries, where regular soju is often deemed too strong. Companies such as Lotte Chilsung Beverage produce and distribute products like Soonhari Yogurt Strawberry flavor, exclusively for export, which are not available in South Korea.
Considering the local cost of living, Korean soju is viewed as a premium liquor, which has led local liquor companies to introduce cheaper alternatives that mimic Korean soju, including the use of 360ml green bottles with Korean labels and even a Korea-style (kr) web address.
Large retailers, such as department store food sections, also stock these “counterfeit soju” products. A visit to the food section of the EmSphere shopping mall in Bangkok on Feb. 18 revealed a variety of fake soju brands, including Geonbae, Tae Yang, Chateul Soorok, and Soonhan Charm, dominating the shelves.
A soju brand named Nirvana High, boldly advertising its inclusion of cannabis components (CBD) on its label, was notably on sale.
At first glance, these products might seem like genuine Korean soju, but they are all unrelated to Korea. For instance, Geonbae is produced locally by a Thai liquor company, Thai Spirit Industry Co., Ltd. Even large local corporations have ventured into producing counterfeit soju; Tae Yang soju is produced and distributed by Carabao, a prominent Thai energy drink company.
The problem is that these counterfeit sojus are not only prevalent in Southeast Asia but have also begun to be exported to other countries abroad. The liquor industry is concerned that the proliferation of fake products, whose quality is not guaranteed, could damage the reputation of authentic Korean soju.
In response, the South Korean liquor industry is considering the introduction of a Korean soju certification mark in collaboration with the National Tax Service. The strategy involves distinguishing authentic Korean soju with a “K-SUUL” mark to differentiate it from counterfeit products.
