South Korea’s once-vibrant drinking culture has changed a lot in recent years. Nokdu Street in Seoul, known for its lively pubs serving mung bean pancakes and makgeolli, is now quieter. The decline in after-work drinking sessions, called “hoesik,” is due to several reasons. Fewer companies are organizing these gatherings, younger women in the workforce are rejecting such traditions, and economic challenges like high interest rates and inflation are reducing alcohol consumption. Reports show that alcohol consumption in South Korea has dropped by 12% since 2015, reflecting a wider slowdown in domestic demand and economic growth.

These changes have impacted small businesses, like Jun Jung-sook’s pub, as fewer people go out for drinks. Younger generations are more health-conscious, and flexible working styles from the pandemic have further reduced the popularity of drinking. A 2007 Seoul High Court ruling against forced drinking has also encouraged women to speak out against this practice. Businesses like Noraebangs (singing rooms) and local eateries are struggling, highlighting broader economic challenges. While exports remain strong, weak domestic spending is a concern for policymakers, showing a shift in consumer behavior. The decline of South Korea’s drinking culture reflects a move toward more individualistic and health-focused lifestyles, reshaping social norms and the economy.