Chamisul, South Korea’s iconic clear spirit, has been named the 31st most valuable spirits brand in the world, with an estimated brand value of $934 million—up 28% from last year.
The ranking by Brand Finance highlights the growing global appeal of Korean soju, a smooth, versatile distilled liquor that has long been the country’s most popular alcoholic drink.
Noted as Korea’s signature beverage, soju is traditionally made from rice and grains, producing a clean, neutral-tasting spirit typically around 16–20% alcohol—lighter than most vodkas but with a distinctively crisp finish.
Chamisul, produced by HiteJinro, dominates the domestic market and is now gaining traction overseas as international interest in Korean food and culture surges.
Brand Finance’s 2025 Spirits 50 report marked Chamisul as the only Korean brand in the top 50, crediting its success to strategic globalization efforts.
“Soju’s cultural authenticity and adaptability make it uniquely positioned to bridge local tradition with global trends,” said Alex Haigh, the firm’s Asia-Pacific managing director.
HiteJinro has fueled this growth by tailoring products for overseas palates (like fruit-infused variants) and sponsoring events from K-pop festivals to NBA partnerships.
The brand’s rise mirrors broader momentum for Korean exports: While domestic soju sales have slowed, Chamisul’s U.S. and Southeast Asian markets grew over 15% last year.
Its approach contrasts with category leaders like China’s Moutai (ranked 1st at $58.3 billion) or Jack Daniel’s (7th, $4.4 billion), leaning into soju’s role as a social, food-friendly liquor rather than a premium sipping spirit.
Cultural tailwinds: With K-dramas and restaurants popularizing soju cocktails worldwide, Chamisul aims to reposition the drink as a global staple—not just a Korean novelty.
“We’re showing how soju fits into everyday moments everywhere,” a HiteJinro executive noted, citing campaigns that pair it with tacos in Mexico or barbecue in Texas.
