Makgeolli Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Flavor (Flavored, Unflavored), By Distribution Channel (On-trade, Off-trade), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 554.77 Million
CAGR (2026-2031)	6.09%
Fastest Growing Segment	Flavored
Largest Market	Asia Pacific
Market Size (2031)	USD 790.97 Million

Market Overview

The Global Makgeolli Market will grow from USD 554.77 Million in 2025 to USD 790.97 Million by 2031 at a 6.09% CAGR. Makgeolli is a traditional Korean rice wine distinguished by its milky appearance, low alcohol content, and a flavor profile that balances sweetness with a tangy, sparkling finish. The market is primarily supported by the expanding global influence of Korean culture, which has introduced international consumers to Korean gastronomy, alongside a rising consumer preference for fermented beverages associated with gut health. According to the Ministry of Agriculture, Food and Rural Affairs, in 2024, exports of rice-based food products including Makgeolli reached USD 136.9 million in the first half of the year, underscoring this growing international demand.

However, the market faces a significant impediment regarding logistics and distribution. The short shelf life of fresh, unpasteurized Makgeolli necessitates strict cold-chain management, which complicates long-distance export and increases operational costs. This logistical constraint restricts the availability of authentic products in regions with underdeveloped distribution infrastructure and currently serves as a primary barrier to broader market expansion.

Key Market Drivers

Global Expansion via Hallyu Cultural Influence is increasingly propelling the Global Makgeolli Market as Korean entertainment and cuisine gain mainstream popularity. This cultural wave has effectively introduced the traditional rice wine to Western markets, particularly the United States, where consumers are seeking authentic Korean gastronomic experiences. According to the Korea Agro-Fisheries & Food Trade Corporation, in February 2025, annual Makgeolli exports to the United States were reported to have reached USD 2.76 million, marking a 7.9% year-over-year increase. This international growth is critical for the industry, as the United States has now secured its position as the second-largest export destination for Makgeolli, according to the Maeil Business Newspaper in February 2025, highlighting the shift from regional Asian trade to a broader global footprint.

Strategic Government Support and Export Promotion further catalyze this momentum by alleviating regulatory burdens and incentivizing artisanal production. Recognizing the potential of traditional liquor as a high-value cultural export, policymakers have implemented fiscal reforms to lower operational barriers for craft breweries. According to the Chosun Ilbo, in February 2025, the government finalized a revision to extend significant tax benefits to traditional liquor producers, effectively doubling the eligible production limit to 1,000 kiloliters annually. This policy adjustment is designed to encourage scale-up and modernization among small-to-medium brewers, directly addressing logistical inefficiencies and fostering a more competitive export-oriented manufacturing base.

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Key Market Challenges

The primary impediment hindering the growth of the Global Makgeolli Market is the logistical complexity and high operational costs associated with the strict cold-chain requirements for fresh, unpasteurized products. Unlike pasteurized variations, fresh Makgeolli retains active yeast and continues to ferment after bottling, creating a high risk of spoilage or explosion if not maintained at consistent low temperatures throughout transport and storage. This shelf-life sensitivity forces exporters to rely on expensive air freight or specialized refrigerated shipping containers, rendering the distribution of authentic fresh Makgeolli economically unviable for many long-distance markets with underdeveloped cold-chain infrastructure.

Consequently, this logistical barrier directly restricts market penetration by limiting the availability of high-quality, fresh products to geographically proximate regions, thereby preventing the category from fully capitalizing on the global interest in Korean gastronomy. The impact of these constraints is evident in the divergence between general K-food growth and Makgeolli's specific performance. According to the Korea Customs Service, in 2023, the total export volume of Makgeolli and traditional rice wines declined by 9.2 percent to approximately 13,982 tons compared to the previous year. This contraction underscores how logistical hurdles effectively cap international expansion and stifle volume growth despite broadening consumer awareness.

Key Market Trends

The proliferation of fruit-infused and dessert flavors is fundamentally reshaping the market by moving beyond traditional rice wine profiles to capture the "MZ Generation." Breweries are aggressively launching aromatic variations such as chestnut, yuzu, and Earl Grey to shed the beverage's old-fashioned image and appeal to younger demographics seeking novel, palatable options. This strategy has proven effective in revitalizing domestic demand; according to The Korea Times, May 2024, BGF Retail reported that sales of flavored Makgeolli increased by approximately 14.2 percent year-on-year, with consumers in their 20s and 30s accounting for nearly 70 percent of these purchases.

Exclusive convenience store collaborations have simultaneously emerged as a primary distribution strategy, transforming these retail chains into influential brand incubators. Major operators are partnering with craft breweries to release limited-edition, "hip" private-label products that leverage high foot traffic and sophisticated logistics networks to reach both domestic and international consumers. This channel-led expansion is driving significant volume growth; according to Maeil Business Newspaper, March 2025, GS Retail's export revenue exceeded USD 9 million in 2024, a surge attributed largely to the global popularity of its exclusive collaborative food and beverage products.

Segmental Insights

The Flavored segment is recognized as the fastest-growing category within the Global Makgeolli Market. This upward trajectory is primarily driven by shifting consumer preferences among younger demographics and international buyers who favor sweeter, lower-alcohol alternatives to traditional rice wine. Manufacturers are actively diversifying portfolios with fruit infusions such as peach and banana to provide an accessible introduction for non-traditional consumers. Consequently, this product innovation strategy is vital for expanding market reach in regions where the distinctive fermentation profile of unflavored makgeolli requires adaptation to local palates.

Regional Insights

Asia Pacific maintains a dominant position in the Global Makgeolli Market, anchored by South Korea’s historical legacy as the birthplace of this traditional rice wine. The region's leadership is reinforced by robust government support, specifically from the South Korean Ministry of Agriculture, Food and Rural Affairs, which implements initiatives to promote traditional liquor and increase domestic rice consumption. Additionally, the cultural proximity of key markets like Japan and China, coupled with the expanding influence of the Korean Wave, drives consistent regional demand. These factors collectively establish Asia Pacific as the primary revenue generator and strategic hub for the industry.

Recent Developments

• In February 2025, Jipyeong Brewery announced the commencement of exports for its flagship makgeolli products to the United States market, marking a significant expansion of its global footprint. The company introduced "Jipyeong Fresh" and "Jipyeong Dalbam" to American consumers, initially targeting major cities with large Korean populations such as those in California and New Jersey. These export versions featured packaging that highlighted Hangul characters to emphasize their identity as authentic traditional Korean liquor. Having obtained FDA approval, the brewery aimed to establish the drink as a healthy, naturally fermented beverage and planned to widen its distribution through local retail channels and online platforms.
• In October 2024, Kooksoondang Brewery released a limited-edition premium product titled "2024 First Drink Made with Fresh Rice," producing a restricted batch of 21,000 bottles. This seasonal offering was crafted using rice freshly harvested during the autumn season, continuing a long-standing company tradition designed to celebrate the harvest and share the joy of new crops. The product utilized high-quality rice sourced from Hoengseong, Gangwon Province, and was brewed to deliver a softer and fresher texture compared to standard raw makgeolli. The brewery employed glass bottles for this release to optimally preserve the distinct aroma and taste of the premium ingredients.
• In April 2024, Unjeong Brewery unveiled two new traditional liquor products, "Unjeong Makgeolli" and "Paju Kaesong Ginseng Makgeolli," at the Drink Seoul 2024 exhibition. The company developed the former using pristine rice and clean water from the Paju region, employing a low-temperature fermentation process to achieve a smooth texture without artificial carbonation. The latter product incorporated six-year-old ginseng, formulated to maximize the ingredient's savory flavor while minimizing bitterness. This launch highlighted the brewery's strategy to diversify its portfolio with premium rice wines that excluded synthetic sweeteners, catering to consumers seeking authentic and high-quality traditional beverages.
• In February 2024, the startup brewery J1 launched a new premium rice wine brand, "Kyungtakju," which was developed in close collaboration with a renowned South Korean ballad singer. This product was crafted with a focus on high-quality standards, utilizing ingredients such as locally sourced rice and a specialized fermentation starter to achieve an alcohol content of 12 percent, significantly higher than the typical commercial range. The collaboration aimed to introduce a distinctive, artisanal taste to the market, aligning with the growing trend of celebrity-backed alcoholic beverages. The launch was supported by promotional efforts that highlighted the product's refined production process and its suitability for elevated culinary experiences.

Key Market Players

• Hana Makgeolli LLC
• KOOKSOONDANG BREWERY CO.LTD.
• Lee Bros Winery Inc
• Hite Jinro Co., Ltd.
• Kim Seng Company
• Seoul Jangsoo Co, Ltd.
• Seek Sophie Private Limited
• Kumbokju Co.,Ltd.
• Baesangmyun Brewery Co.
• BHD CO., LTD

By Flavor	By Distribution Channel	By Region
Flavored Unflavored	On-trade Off-trade	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Makgeolli Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Makgeolli Market, By Flavor:

• Flavored
• Unflavored

• Makgeolli Market, By Distribution Channel:

• On-trade
• Off-trade

• Makgeolli Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE