Korea's Gen Z drives 'spectacular revival' of Japanese beer imports as 'No Japan' boycott fades

Driven by younger consumers who focus on what they buy rather than past grievances between Korea and Japan, Korea's imports of Japanese beer hit an all-time high of 119.2 billion won ($78.94 million) last year. The record surge suggests the 2019 ‘No Japan’ boycott has faded amid a thaw in relations and a sharp rise in tourism. The shift is evident at the retail level. When Sapporo Beer opened its first official outlet in Korea in Seongsu, eastern Seoul, last December, the venue was crowded with visitors. Younger consumers willingly paid 9,000 won for a glass — 30 to 60 percent higher than domestic options and nearly twice the price of some Korean beers. "The foam is soft and the mouthfeel is different," a woman in her 30s who visited the store with a friend said. A man in his 20s agreed, noting the appeal. "Japanese beer has a premium feel," he said. "When I want something different from what I usually drink, Japanese beer is my first choice." The current boom stands in sharp contrast to recent years. In 2018, Japan exported 12.5 billion yen (about 118.2 billion won) worth of beer

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