Latest trends in emerging South Korean wine market

South Korea is a key emerging wine market in the Asia Pacific region. It is the fourth largest economy within the region and has remained relatively stable through the Global Financial Crisis and the COVID-19 pandemic.  

While the population is ageing and getting smaller, South Koreans have a heavy drinking culture that is mostly focused on spirits and beer. During the pandemic restrictions, wine’s share of the alcohol market benefitted greatly from at-home consumption. However, the market has been adjusting back over the past couple of years.  

This Market Bulletin provides a snapshot of the key market trends from Wine Australia’s newly published South Korea Market Insight Report (for levy-payers and exporters only).  

Population and household size in South Korea are declining 

The South Korean population is declining, due to waning birth rates and minimal immigration. South Korea’s fertility rate – among the world’s lowest – reached a record low of 0.72 in 2023. It has since risen sightly, which has been attributed to the introduction of more family-friendly work policies and cash incentives.  

Out of 24 million households, there are now 10 million single-person households –meaning 42 per cent of all households in South Korea now only have 1 person. This is largely due to an ageing population and because many younger people are choosing to live alone. 

Figure 1: Average household size South Korea 

Source: Statistics Korea 

Spirits and beer are the most popular alcoholic beverages   

According to IWSR, South Korea is one of the leading markets for per capita alcohol consumption, with South Koreans consuming 14.6 litres of pure alcohol per head in 2024.  

Post-work sessions are key alcohol consumption occasions, where colleagues catch-up and debrief. Beer and soju (a traditional Korean clear spirit made from rice, wheat, or barley) are the most popular drinks at these times. However, there are signs that wine is becoming more popular at post-work occasions, providing an opportunity for the category. According to IWSR the share of consumers choosing wine at these occasions has increased in the long-term.  

Wine consumption has returned to pre-pandemic levels 

In 2024, 5 million cases of wine (still, sparking and fortified) were consumed in South Korea, worth US$1.1 billion. This makes it the third largest wine market in Asia, behind mainland China (43 million cases) and Japan (36 million cases). South Koreans drink around 1 litre of wine per adult per year.  

Wine was a significant beneficiary of at-home consumption during the pandemic, as most wine in South Korea is consumed at home rather than restaurants or bars.  Wine consumption has declined since the peak at 8 million litres in 2021, returning to roughly the same level as 2019.   

Red wine is losing share to lighter styles 

While overall volume is about the same as 2019, the share of wine styles has changed. Still red wine has declined in volume by an average of 3 per cent per year, while still white and rosé have grown by 6 and 15 per cent per year, respectively. Sparkling wine has also grown – by 8 per cent per year. Consequently, red wine has declined from a 69 per cent volume share of the wine market to 58 per cent.  

According to Starburst Insights, the reason consumers pick red wine is often due to its perception of being healthier than other wine styles, while they seek white and sparkling wines for refreshment. Rosé is chosen for its “strong, sweet” taste, according to South Korean wine consumers.  

Figure 2: Volume share of wine consumption by style in South Korea 

Source: IWSR 

Australian wine exports to South Korea are normalising after 2021 surge 

In the year ended September 2025, Australian wine exports to South Korea declined by 8 per cent in value to $27.3 million but increased by 27 per cent in volume to 4.7 million litres. Wine exports have grown in the long-term – increasing by an average of 5 per cent per year in volume and 2 per cent in value between 2020 and 2025. Australia was also a beneficiary of at-home wine consumption in 2021, with exports growing by 81 per cent in value in the year ended September 2021. Export levels have normalised in the years since.  

Australian wine is seen as accessible and affordable by South Korean wine consumers, who also associate Australian wine with being unique, natural, and sustainable (Starburst Insights).  

Figure 3: Volume and value of Australian wine exports to South Korea