Overflowing Enthusiasm at the 2025 Seoul International Liquor & Wine Expo: Why Korea’s Spirits Scene Is a Must-Visit for Global Fans

The Scene at COEX: A Playground for Liquor Lovers

If you ever wondered where Korea’s most passionate drinkers gather, the Seoul International Liquor & Wine Expo is the answer. From the moment you approach the COEX C Hall, the energy is palpable: lines snake out the door, and inside, the crowd is so dense you can barely move. This year’s event, held from June 26 to 28, marked the 34th edition of Korea’s premier liquor showcase. Over 340 companies, 440 booths, and 5,000 brands from around the world transformed the venue into a true paradise for enthusiasts.
Recent news articles and blog posts highlight the overwhelming turnout, with many calling this year’s expo the most vibrant yet. The event’s popularity is a testament to Korea’s evolving drinking culture and the growing curiosity about global and local spirits.
Community reactions on sites like Theqoo and Instiz were filled with excitement, with users sharing photos of long lines and rare bottles. Some joked that the expo was 'harder to get into than a K-pop concert,' while others marveled at the sheer diversity of drinks on offer.

What Makes the Seoul International Liquor Expo So Special?

Unlike typical trade fairs, this expo is designed as an interactive playground. Attendees don’t just look at bottles—they taste, compare, and even buy exclusive products not found in regular stores. The event is a unique chance to sample everything from boutique wines to craft beers, and especially Korea’s own traditional liquors, which are experiencing a renaissance.
According to several Naver and Tistory bloggers, the hands-on experience is what sets this expo apart. Many wrote about discovering new flavors and learning directly from producers. The ability to taste before buying was repeatedly praised, with one blogger noting that 'you can find a new favorite drink with every step.'
On DC Inside and FM Korea, users debated the best booths, with spirited arguments over which whisky or makgeolli was the highlight of the show.

Spotlight on Korean Whisky: The Rise of Giwon

One of the most talked-about booths this year was Giwon, Korea’s first single malt whisky distillery. Founded in Namyangju in 2020, Giwon has already won over 40 awards at the world’s top liquor competitions. What makes Giwon unique is its dedication to Korean identity: the whisky is aged in oak barrels made from native Korean oak and even incorporates techniques from traditional Korean liquor-making.
Visitors lined up for a taste, with many expressing surprise at how Giwon’s flavors stand up to established international brands. Several recent articles and blogs described Giwon as a 'game-changer,' with some international attendees calling it 'the next big thing in Asian whisky.'
On PGR21 and Naver Café, whisky fans debated whether Giwon could become as iconic as Japanese or Scottish single malts, with many rooting for its global success.

Traditional Liquors and the MZ Generation: A Cultural Shift

A major trend at this year’s expo was the resurgence of traditional Korean liquors, especially among younger visitors. Booths featuring makgeolli (rice wine), soju, and fruit-infused spirits were packed, with long lines reflecting their newfound popularity.
Bloggers and journalists alike noted that the MZ generation (Millennials and Gen Z) are leading this revival. Rather than sticking to mass-produced soju, young Koreans are seeking out artisanal and regional specialties. This shift is seen as part of a broader movement towards valuing local ingredients and craftsmanship.
On Nate Pann and Instiz, users shared tips on which traditional liquors are 'Instagram-worthy' and debated the best pairings with Korean food. Some posts even went viral, with photos of beautifully designed bottles and creative cocktails.

Beyond Tasting: Workshops, Pairings, and Cultural Experiences

The expo isn’t just about drinking—it’s about education and culture. Throughout the three days, visitors could attend workshops on food pairings, cocktail-making, and the history of Korean alcohol. These sessions were especially popular with international guests, who appreciated the chance to learn about Korea’s unique drinking customs.
Many Tistory bloggers wrote about attending pairing classes, where they learned how to match traditional liquors with both Korean and Western dishes. The interactive format made the experience memorable, and several posts highlighted the friendly, welcoming atmosphere.
On Naver blogs, attendees shared their favorite moments, from meeting master distillers to participating in blind tastings. The consensus: the expo is as much about community as it is about alcohol.

Community Buzz: What Are Koreans Saying?

Online communities were abuzz with reviews and reactions during and after the expo. On Theqoo, users posted real-time updates, sharing which booths had the longest lines and which drinks sold out first. Positive comments praised the organization and variety, while some negative feedback focused on overcrowding and limited seating.
On DC Inside, a few users complained about the wait times but admitted that 'it was worth it for the rare finds.' FM Korea threads were filled with photos of limited-edition bottles and tasting notes. The overall sentiment was overwhelmingly positive, with many already planning to return next year.

Cultural Insights: Why the Seoul Liquor Expo Matters Globally

For international fans, understanding Korea’s liquor scene means more than just knowing what’s in the bottle. The Seoul International Liquor & Wine Expo reflects deeper cultural trends: a renewed pride in local traditions, a willingness to innovate, and a desire to connect with the global community.
The event’s success shows how Korea is positioning itself as a major player in the world of spirits, not just as a consumer but as a creator. For anyone interested in food, culture, or travel, the expo is a must-visit experience that offers a window into the country’s evolving identity.
As one Tistory blogger put it, 'Korea’s liquor expo isn’t just about drinking—it’s about discovering a new side of Korean culture, one sip at a time.'