Neighborhood soju bars across Seoul impose entry fees reaching 3,000 won ($2.20) to combat falling sales, as post-pandemic shifts curb traditional drinking habits.
High Costs at Local Hangouts
Visitors to a soju bar in Eunpyeong-gu pay 3,000 won upfront. A 300ml glass of soju costs 1,900 won, while bottles range from 3,000 to 4,000 won—far below production expenses. Side dishes start at 900 won. Some venues charge up to 10,000 won for appetizers, steering patrons toward high-margin items like premium meats.
Common practice includes ‘otosi,’ a mandatory appetizer costing 300 to 500 yen (roughly 3,000 to 5,000 won). Regular customer An Mo, 32, notes, “Even the lowest entry fee offsets alcohol costs. Luring guests with cheap drinks then upselling is the full strategy.”
Reviving Side Dish Towers and Digital Menus
Bars promote elaborate ‘nach jangsang’ towers packed with costly sides and cocktails. Digital menus streamline orders, while pre-packaged options and ‘nach jangsang’ specials gain traction. Despite cultural revival, alcohol consumption lags.
National liquor sales dropped from 289 million 1,880 kL in 2022 to 278 million 2,263 kL in 2024. Per capita intake remains low, averaging two rounds per person monthly.
Challenges for Bar Owners and Patrons
A Gangnam-gu bar with 50 pyong space seats 25 across two floors, offering a ‘3+1’ deal: three bottles private, one shared. Patrons often stick to two bottles plus sides.
By midnight, crowds swell, but operators adapt. One owner reports, “No cheap night drinks match average spend; we stay open 10:30 p.m. to 4 a.m. for four-hour sessions. Drinks account for 70% of evening revenue.”
In Yeongdeungpo-gu, 10ml portions replace full bottles to curb waste. A proprietor explains, “Peak hours from 6-8 p.m. see 50% liquor intake; even one bottle per person boosts volume.”
Targeting Younger Drinkers
Geumcheon-gu spots refund 2,000-3,000 won entry via side dish purchases, drawing more guests despite competition. University bars near MZ crowds serve double shots or pitchers for 10,000 won per person.
Owner Baek Mo, 37, says, “Digital upsells last three hours max, but without them, survival odds plummet.”
Seoul National University hospitality professor observes, “Post-COVID personal tastes, midlife affluence, and leisure trends revive drinking. Yet bars must overhaul strategies beyond portion hikes—big players thrive without gimmicks.”
