South Korean alcohol exports are expanding well beyond the country's signature soju, with Singapore recording US$6.1 million in imports in 2024 and ranking as the eighth-largest global destination for South Korean spirits by value. The trend is being driven by growing consumer interest in craft makgeolli (a small-batch fermented rice drink), rice wines, and new-generation spirits, a shift observers attribute partly to the widespread influence of K-dramas, which portray Korean drinking as a social ritual rather than mere consumption. Industry figures view Singapore — with its multicultural palate and status as a regional travel hub — as a strategic launchpad for broader expansion into Southeast Asia and beyond, as overall South Korean liquor exports rebounded to around US$326 million in 2023 after pandemic-era lows.