The California State Legislature has designated September 20 as ‘Soju Day.’ On the inaugural Soju Day, celebrated on the 20th, the Korean American community and Korean liquor industry stakeholders expressed joy over the designation, anticipating a significant leap in the prominence of soju and other K-liquors not only in California but across the U.S.

The establishment of Soju Day by the state legislature marks the second significant recognition of Korean food or liquor in California, following ‘Kimchi Day’ (November 22).The Soju Day resolution (SCR-095), spearheaded by State Senator Steven Choi (Republican, 37th District) and passed by the California State Senate on August 25, officially designates September 20 as Soju Day for annual commemoration. The resolution highlights that soju is more than just a beverage—it is a cherished 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.

Notably, the Soju Day resolution passed unanimously with the support of all 37 state senators and no opposition, with 21 senators co-sponsoring the bill, underscoring broad support within the California legislature. On the day, a Korean American, Mr. Kim, who visited a Korean supermarket to purchase soju, shared, “I’m thrilled that soju, which I’ve always enjoyed, is now gaining recognition in mainstream society. It feels deeply meaningful. I’ve gifted soju to my American friends, and they’ve all responded positively.”

Senator Choi remarked, “Korean soju, which has grown through the Korean American market, is now widely consumed in mainstream society. I hope the designation of Soju Day will serve as a catalyst for further market growth, encouraging not only Korean companies but also local American businesses to participate in the soju market, expanding its reach.”The U.S. market for Korean soju is experiencing rapid growth. 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 Korean Americans, fruit soju is rapidly expanding beyond the Korean market into the mainstream, becoming a favorite among young Korean Americans and a diverse younger demographic. The rising popularity of Korean culture, driven by the Hallyu wave, has naturally boosted interest and consumption of soju and other Korean liquors.

Kyungdong Kim, head of Lotte Chilsung’s U.S. operations, emphasized, “With the establishment of Soju Day, 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.”Meanwhile, the Trump administration’s 25% reciprocal tariffs on South Korean imports have resulted in Korean soju products facing a hefty 25% tariff. Korean soju companies have so far frozen prices despite the high tariff burden but are reportedly nearing the point of needing to raise prices. Korean soju companies are hopeful that ongoing tariff negotiations between the U.S. and South Korean governments will reduce the tariff on soju from 25% to 15%, as with other Korean products. However, due to long-term tariff risks, some Korean soju companies are reportedly considering building production facilities in the U.S.

By Hwandong Cho