Lotte Chilsung is trying to replicate its success in South Korea with the sugar-free Chum Churum Saero Soju (16% ABV) in Southeast Asia.
In South Korea, the liquor producer sold 100 million 360ml bottles in the first seven months of the September 2022 launch. The sugar-free soju trend in South Korea resonates with consumers looking for a healthier option with lower calories. Companies promote zero-sugar soju as ‘lighter’ and having a cleaner taste.
Soju has an average of 408 calories per 360ml bottle, more than three times higher than a can of beer, and 0.18 grams of sugar. The sugar-free Saero has a lower colorie count at 324kcal, thanks primarily to the lowered alcohol volume and the elimination of fructose through sweeteners like erythritol and stevia.
In Southeast Asia, Lotte Chilsung has launched Chum Churum Saero Soju in Vietnam and Malaysia to find new avenues of growth beyond the popular flavoured soju. Saero helps to make traditional soju more approachable.
In Vietnam, Lotte Chilsung held a Saero Pop-up Store on Bui Vien Street in Ho Chi Minh City to convey the brand experience, including cocktail making, to young consumers.
In Malaysia, Saero is distributed by Luen Heng Food and Beverage and is now sold in supermarkets and restaurants nationwide.
In addition to Saero, Lotte Chilsung has launched Chungha Starlight Sparkling Rice & White Wine in Vietnam. This 295ml drink with 7% ABV is a new product launched by Chungha rice wine and blended with the sweetness of white wine and sparkling carbonation.
As a a testament to the success of soju abroad, South Korea’s soju exports exceeded USD 100 million for the first time in 10 years since 2013. The top export destinations in 2023 are:
- Japan – USD 30.83 million
- US – USD 23.55 million
- China – USD 10.46 million
- Vietnam – USD 7.93 million
- Philippines – USD 4.47 million
