The California State Legislature has designated September 20 as ‘Soju Day’ annually. Following ‘Kimchi Day’ (November 22), Soju Day marks the second time the state has proclaimed a day to celebrate Korean food or liquor. This designation is expected to elevate the status of soju and other K-liquors not only in California but across the United States. The resolution (SCR-095), spearheaded by State Senator Steven Choi (Republican, 37th District) and passed by the state legislature, officially designates September 20 as Soju Day for annual commemoration.

The resolution emphasizes that soju is more than just a drink—it is a valuable cultural heritage embodying Korean history and identity. It also encourages California residents to learn about and engage with the Korean liquor and culture that soju represents. Ahead of the Soju Day designation, an official festival celebrating the occasion will take place in Sacramento, the state capital, on August 25. The event will feature a Soju Day proclamation ceremony, soju tasting sessions, traditional Korean performances, and community celebrations, serving as an opportunity to promote Korean culture widely. Major Korean companies such as HiteJinro and Lotte Chilsung, as well as local U.S.-based soju producers, are expected to participate in large numbers.

The event will bring together the Korean community, state government officials, cultural organizations, and politicians to reflect on the global stature of Korean traditional liquor and culture. It is also anticipated to highlight the contributions of the Korean community, promote cultural exchange, and raise awareness of the value of Korean culture within local communities. Senator Steven Choi stated, “Korean soju, which has grown through the Korean market, is now widely consumed in mainstream society.” He added, “With the designation of Soju Day, I hope the market will grow further, opening opportunities for both Korean companies and local U.S. businesses to participate in the soju market.” In fact, Korean soju is experiencing rapid growth in the U.S. market. Fruit-flavored soju, in particular, has seen an average annual growth rate exceeding 30% over the past five years, gaining significant popularity.

While traditional Korean soju has primarily been consumed by the Korean community, fruit soju is rapidly expanding into the mainstream U.S. market. As the popularity of Korean culture, driven by the Korean Wave (Hallyu), continues to rise, interest in and consumption of Korean liquors like soju are also surging. Kim Kyung-dong, president of Lotte Chilsung’s U.S. subsidiary, noted, “As the soju market in the U.S. grows, it has reached a scale that attracts the attention of local U.S. companies.” He emphasized, “I am confident that Korean soju will grow into a globally recognized liquor, alongside Japan’s sake, China’s baijiu, Scotland’s Scotch whisky, and Mexico’s tequila.”

However, some concerns remain. While Korean soju producers have not yet passed on the tariffs imposed by the Trump administration on foreign liquors to consumer prices, price increases for soju are inevitable in the near future, putting Korean producers at a disadvantage compared to U.S.-based manufacturers. Additionally, a bill (AB-2069) passed by the state legislature last year and signed by the governor, which allows restaurants with liquor licenses to sell U.S.-produced soju, has intensified competition in the soju market. As Korean fruit soju experiences rapid growth, imitation products mimicking Korean fruit soju are flooding the market. Some of these are produced using wine-making methods rather than traditional soju production, leading to low-cost distribution and raising concerns.