From Squid Game to Korean fried chicken and beyond, Korean culture (the K-Wave) continues to captivate global audiences. As the 13th largest economy and the fifth largest market for U.S. beer imports worldwide, South Korea has emerged as a cultural and economic leader in Asia, driving the global expansion of the K-Wave. South Koreans rank among the top consumers of alcohol beverages worldwide, driven by their vibrant social and business culture. The Korean market offers craft brewers an exciting opportunity to grow their global footprint and increase revenues while opening the gateway to other Asian markets.

To succeed in exporting craft beer to Korea, understanding the market and its consumers is vital. This seminar will provide insights into the Korean lifestyle and the cultural context behind drinking alcohol beverages—for instance, APT., a global K-Pop hit with 500 million views by Bruno Mars and ROSÉ of BLACKPINK, highlights a popular college drinking game involving beer and Soju (Korean vodka) bombs. The seminar will also explore Korean market trends, opportunities, and challenges, and share actionable strategies for market entry, empowering craft brewers to create thriving export business opportunities in Korea.

Learning Objectives:

• Learn about the Korean lifestyle, drinking culture, and craft beer market dynamics that provide opportunities and challenges for craft brewers
• Understand the strengths, weaknesses, opportunities, and threats of U.S. craft beers in the Korean market against the global commercial beer mass producers
• Discuss potential market entry strategies shared by the current Korean importers and wholesalers