Korean cuisine, which was once inexpensive, has now transformed into high-end, premium food in the U.S. This shift was hard to imagine just a few years back. Shouldn’t we have soju that reflects this new status?
Eva Chow (known as Jeon Hee-kyung in Korean) met in Seoul on June 11, stated, “Following K-food, it’s now time for K-soju,” and mentioned, “As Korea has developed culturally and economically, it’s the right moment for Korean distilled soju to stand alongside vodka or gin.”
Eva Chow has been co-chair of the ‘LACMA Art+Film Gala’ alongside actor Leonardo DiCaprio since 2011. Recognized by *The New York Times* as “the queen of LA culture,” she introduced the Korean distilled soju brand ‘KHEE Soju’ in 2022 and describes herself as a “Korean soju evangelist.” She mentioned, “I present Korean soju during interviews with U.S. media outlets such as Fox News or ABC.”
Eva Chow stated, “Koreans typically enjoy soju with traditional Korean meals or Korean-style barbecue, but choose imported beverages like wine or whiskey for special events such as birthdays or gatherings,” and mentioned, “It’s unfortunate that foreign alcohol is often consumed during formal occasions.” She pointed out, “Many people abroad are unaware that the South Korean government previously prohibited the production of rice-based distilled soju due to food scarcity, which resulted in the popularity of diluted soju.”
Although KHEE Soju was initially sold for 59,000 South Korean won per 750mL (38% alcohol), a 200mL bottle (16.5% alcohol) costing approximately 10,000 South Korean won will be available next month. A canned soju-mix (soju combined with beer) priced around 5,000 South Korean won is also scheduled to be released. Eva Chow stated, “I personally like soju-mix, and the act of mixing it is a fun aspect of Korean culture,” adding, “It’s crucial for any culture to be acknowledged not only by a few critics but by a broader audience. That’s why we developed affordable products.”
As a 1.5th-generation U.S. immigrant who relocated to the United States from Korea in 1974 as a teenager, she remembered, “Prejudice toward Asians was common back then,” yet she took pride in South Korea’s advancements in semiconductors, automobiles, pop culture, and other areas. She further mentioned, “Business-class flights offer wine, sake, or whiskey, but not Korean soju. I aim to highlight that premium distilled soju suitable for formal events exists—and that it is authentically traditional Korean soju—both within the country and internationally.”
jasdooit 
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