South Korea is witnessing a significant shift in alcohol consumption, with a preference for sake over local alcoholic beverages growing among the millennials. This comes amid an overall decrease in alcohol consumption in the country. The craze for sake, seen as the drink of sophistication and cultural inspiration, has led to a growth in sales in South Korea, becoming a big boon to Japanese sake manufacturers and exporters.

Inside Japan, this trend is good news for sake manufacturers as it boosts the entire sake market and has potential to deter the decline in domestic consumption. Sake is deeply entrenched in Japan's culture and tradition. It's not just a drink, but a symbol of good fortune, purity, and an essential part of diverse celebrations. The boom in Korean market showcases the appeal and relevance of Japanese traditions to a broader global audience.

In the US or EU, there is also an interest in exotic drinks, but it leans more towards craft beers and microbreweries, with a keen focus on the artisanal and tied up with the localvore movement. However, Sake too, has been steadily gaining a niche market. The shift in South Korea is more significant given its geographic and cultural closeness to Japan.