California’s State Legislature has designated September 20 annually as ‘Soju Day’ to celebrate Korean soju, with an official festival held on August 25 at the Sacramento State Capitol drawing a resounding success. The event featured a Soju Day proclamation ceremony, a soju tasting session, traditional Korean performances, and community celebrations, earning praise as a vibrant cultural showcase promoting Korean heritage.

Major Korean companies like Lotte Chilsung, along with local U.S.-based soju producers, participated. Attendees sampled popular Lotte Chilsung brands, including the zero-sugar soju ‘Saero’ from the ‘Chum Churum’ line and the fruit soju ‘Sunhari,’ becoming captivated by the refined and crisp taste of Korean soju. The event saw the participation of the Korean community, state government officials, cultural organizations, and politicians, who reflected on the global stature of Korean traditional liquor and culture.

It served as a platform to enhance cultural exchange, highlight the contributions of the Korean community, and raise awareness of Korean cultural value within the region. State Senator Steven Choi (Republican, 37th District), who led the effort to establish Soju Day, remarked, “Korean soju, which has grown through the Korean market, is now widely consumed in mainstream society.” He added, “I hope the designation of Soju Day will spur further market growth, opening opportunities for both Korean companies and local U.S. businesses to participate in the soju market.”

The establishment of Soju Day by the State Legislature marks the second time California has proclaimed a day to celebrate Korean food or liquor, following ‘Kimchi Day’ (November 22). This designation is expected to elevate the status of soju and other K-liquors not only in California but across the U.S. The passed resolution (SCR-095) officially designates September 20 as Soju Day for annual commemoration, emphasizing 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 symbolized by soju. Indeed, Korean soju is experiencing rapid growth in the U.S. market. Fruit soju, in particular, has led this expansion with an average annual growth rate exceeding 30% over the past five years.

While traditional Korean soju was primarily consumed by the Korean community, fruit soju is rapidly penetrating the mainstream market. Soju is also replacing vodka and other spirits as a popular ingredient in various cocktails. As the popularity of Korean culture, driven by the Hallyu wave, continues to rise, interest in and consumption of Korean liquors like soju are surging. Kim Kyung-dong, president of Lotte Chilsung’s U.S. subsidiary, noted, “The soju market in the U.S. has grown to a scale that attracts the interest of local American companies.”

He emphasized, “I am confident that Korean soju will evolve into a globally recognized liquor in the U.S., alongside Japan’s sake, China’s baijiu, Scotland’s Scotch whisky, and Mexico’s tequila.” However, the competition in the soju market is intensifying due to a bill (AB-2069) passed last year and signed by the governor, which allows restaurants with liquor licenses to sell U.S.-produced soju. As Korean fruit soju experiences rapid growth, imitation products mimicking Korean fruit soju are flooding the market. While this law has boosted soju sales, there are concerns that products made using wine production methods rather than traditional soju techniques are being distributed at low prices, raising some apprehension.