Kirin pours Hyoketsu into Korea’s RTD boom

For 10 days in June, around 4,000 people gathered in a corner of Yeouido Hangang Park for a pop-up staged at the Kirin Ichiban Premium Beer Bar, a riverside bar run by the Japanese brewer.

The draw wasn't the bar's namesake beer, but Hyoketsu, a canned Japanese chuhai, or shochu highball, made of fruit juice and vodka. Chilled below freezing while still liquid, it turned to slush on contact when poured, true to the pop-up's "Ice Magic" concept.

The drink itself is a testament to Kirin's belief in South Korea, which ranks among the world's most rapidly expanding ready-to-drink markets, according to Kosuke Fujishima, executive officer and general manager of Kirin Brewery's overseas business department.

"Through our understanding of Korean consumers, we have seen growing interest in RTDs that feel lighter, not too sweet, more refreshing, and enjoyable on a variety of occasions," Fujishima said during an interview with The Korea Herald. "Hyoketsu’s refreshing fruit taste and crisp drinking experience fit naturally with the direction in which the Korean RTD market is evolving."

Hyoketsu, born in Japan in 2001, set out to fix the "peculiar taste" and "outdated image" of 1990s canned chuhai, using a freezing method that extracts fruit juice at low temperature for a cleaner taste.

Kirin brought Hyoketsu to Korea in 2025 for a trial run, and the enthusiastic reception has spurred further investment, much of it built on HiteJinro, Korea's leading liquor company, whose market savvy and distribution network helped launch the brand.

Hyoketsu is now sold in Korea in two flavors, lemon and peach. The company's original goal lines up closely with what Korean consumers want today.

“As consumer preferences evolve, we see growing demand for products that combine quality, taste, flavor and refreshment,” Fujishima said.

RTD sales revenue in Korea grew at an annual rate of 30.23 percent by value between 2021 and 2025, more than five times the global average of 5.68 percent, according to the company. RTD sales volume grew even faster, expanding 38.82 percent annually versus 2.79 percent worldwide.

Kirin makes clear that it isn't out to steal drinkers from beer or soju.

"We do not see Hyoketsu as replacing traditional beverages," Fujishima said, characterizing it as expanding drinking occasions, whether at a meal, gathering or when unwinding after work.

"As consumers seek greater variety and flexibility, we believe RTDs can become a natural complement to Korea's existing drinking culture rather than an alternative to it."

Consumers, especially younger drinkers, now seek more than products, craving fresh experiences and stories to connect with brands. This has led Kirin to expand past the pop-up, from digital campaigns to festival sampling and in-store promotions.

Yet Fujishima resists boxing Hyoketsu in as a youth product, even with younger drinkers as a key audience.

"We adapt our portfolio and marketing approach to local consumer preferences and drinking culture while keeping the core identity of Hyoketsu consistent," he said, adding that the objective includes keeping the brand relevant, engaging and connected to consumers.

Flavor, alcohol strength, drinking occasions and how consumers discover brands can vary significantly by market, he noted, which is why Kirin studies each market before deciding how to introduce and communicate the brand locally.

"What remains consistent is the core brand proposition: distinctive fruit flavor, refreshment and quality. For us, the objective is to be locally relevant without losing what makes Hyoketsu recognizable as a global brand," he noted.