South Korea’s drinking culture, once a vibrant and essential part of social life, has seen significant changes in recent years. Nokdu Street in Seoul, which was once filled with crowded pubs serving mung bean pancakes and makgeolli, has become quieter. The decline in after-work drinking sessions, known as “hoesik,” can be attributed to several factors. Corporate Korea’s slowdown in organizing these gatherings, the emergence of a younger female workforce rejecting such traditions, and economic factors such as high interest rates and inflation are all contributing to the decrease in alcohol consumption. According to recent reports, alcohol consumption in South Korea has dropped 12% since its peak in 2015, reflecting a broader downturn in domestic demand and economic growth.

The fading popularity of South Korea’s drinking culture has led to noticeable changes in businesses, particularly mom-and-pop establishments like Jun Jung-sook’s pub. The rise of health-conscious younger generations and the flexible working style brought about by the pandemic have also contributed to the decline. Additionally, a 2007 Seoul High Court ruling making forced drinking an offense has empowered more women to speak out against the tradition. The impact on businesses, including the closure of Noraebangs (singing rooms) and declining sales at local eateries, highlights broader economic challenges. Despite strong export performance, weak domestic consumption remains a significant concern for policymakers, as it signals a reduction in consumer spending. The decline in South Korea’s drinking culture underscores the shift towards more individualistic and health-focused behaviors among the population.