Korean Rice Wine Wins Fans in Japan

FOODEX Japan is one of the world's three major food trade shows. Exhibitors have gathered for the show from 65 different countries to show off their culinary products.

Among the delicacies, the makgeolli booth at the Korea pavilion attracted many passersby. E-dong makgeolli entered the Japanese market a decade ago and recently doubled sales by running a TV ad and increased public recognition of the Korean rice wine.

Last year, exports of alcoholic beverages to Japan reached a total of US$150 million. Makgeolli and other beverages made from fermented grains account for $33 million. That is a 4.4 percent increase from the previous year. Korean makgeolli brewers are coming up with new inventions to satisfy the taste buds of the Japanese market.