The Andong soju pavilion at ProWein Shanghai 2026, an international liquor trade fair held at the Shanghai New International Expo Centre in China. [Andong City]
The Andong soju pavilion at ProWein Shanghai 2026, an international liquor trade fair held at the Shanghai New International Expo Centre in China. [Andong City]

Andong soju, South Korea's signature distilled spirit with a 700-year history, is pushing into the Asian liquor market after its European debut, this time at a major trade fair in Shanghai.

According to Andong city, the city is participating alongside North Gyeongsang Province in ProWein Shanghai 2026, an international liquor trade fair running through Thursday at the Shanghai New International Expo Centre, where it is operating a dedicated Andong soju pavilion.

The participation follows last year's appearance at ProWein 2025 in Düsseldorf, Germany, and is aimed at expanding export markets. The focus is on showcasing Andong soju's competitiveness to liquor producers, importers, retailers and professional buyers from around the world.

A highlight of this year's fair has been the unveiling of a shared Andong soju bottle design that reinterprets the spirit's traditional identity through a contemporary lens.

The sleek packaging reflects the drink's 700-year heritage and consistent quality, while its distinctive deep grain flavor and clean finish are being used to promote Andong soju's potential as a premium distilled spirit.

Six producers affiliated with the Andong Soju Association are taking part: Hoegok Brewery, Minsokju Andong Soju, Myeongin Andong Soju, Andong Soju Ilpum, Myeongpum Andong Soju and Mil Gwa Nonilda.

The companies are holding tasting events and one-on-one export consultations with local liquor distributors and buyers.

"Andong soju is a defining cultural asset of Andong, carrying 700 years of history and tradition, and an industry with strong growth potential for the local economy," a city official said. "We will continue to provide overseas marketing support and export assistance so that Andong soju can expand into Asian markets such as China, following Germany, and grow into a globally recognized premium distilled spirit."


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