On the night of September 8, BoA posted on her account: “I hope more restaurants in Korea will start offering non-alcoholic options,” adding a praying hands emoji.
Her post suggested she may have recently experienced discomfort after being unable to find non-alcoholic drinks at a restaurant. In most Korean eateries, alcoholic beverages dominate menus. However, with the global trend led by younger generations like Gen MZ preferring to avoid alcohol, BoA’s comments resonated with many.
Industry experts point to the rise of the “Sober Curious” movement among MZ consumers—a term combining “sober” and “curious” to describe those exploring life without alcohol. According to market research firm Statista, the global non-alcoholic beer market reached $17.7 million last year, marking a 70.2% increase from $10.4 million in 2018.
In Korea, drinking rates are also on the decline. The National Health and Nutrition Examination Survey revealed that the percentage of adults who drank in the past week fell from 62% in 2016 to 57% in 2022. OECD data shows that after peaking in 2015, Korea’s alcohol consumption dropped sharply, recording the second-fastest decline among OECD countries.
Meanwhile, BoA released her 11th full-length album Crazier on August 4, continuing her influence as a veteran K-pop artist who also advocates for lifestyle changes in society.
Sources: naver
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