Surprising, South Korea has one of the world’s biggest drinking population ratio in the world, with an estimated 1.6 million alcoholics. The Journal of Korean Medical Science reports than every night about 6 million South Korean drink 9.35 million bottles of bear and 8.97 million bottles of soju, which is a distilled Korean liquor with about 20% alcohol. According to the same paper, the WHO found in 2010 that Korea has the highest prevalence of alcohol abuse and dependence at 6.76% of the population.
In Korea, there is no escape from meetings involving drinking. Koreans believe drinking helps to get people closer. For business workers, drinks after work strengthen relations with colleagues, and an invitation to drink with an office superior is a great compliment that should not be turned down. The drinking etiquette, which requires that a person’s cup never be left empty, increases the pressure to drink. There are also special rules to follow such as the younger person always have to fill up the cup for the older person, and they have to drink turning away from the other person and covering the cup with their hand. Constant topping up makes binge drinking the norm, while refusing drinks is seen as rejecting generosity. Also it is considered rude if you don’t drink when an elder offers alcohol to you.
Marketing also plays a huge role. Popular celebrities and athletes are often featured heavily in commercials for alcohol. Soju bottle labels have photos of young actors and pop artists, encouraging their teenage fan bases to purchase their star-endorsed beverage. Media portrayal also normalize heavy drinking in dramas and movies. The low cost of alcohol makes them incredibly accessible. Though Korea is getting stricter with IDs but alcohol are sold at any convenience store and are around 1,500 won at most, which is even cheaper than water in many western countries.
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