Soju may be the #1 selling spirit in the world, but many Americans still didn’t know this iconic Korean beverage. To change that, Soonhari set out to make a splash with younger audiences, speaking directly to 21–25-year-olds in their own language to deliver messaging that felt both memorable and authentic.
As digital natives, Gen Z appreciates when brands keep it real, and Soonhari delivered that by talking to them like friends, not fans, with fans commenting and sharing posts the same way they would with a mutual friend.
By leaning into more ‘meme page’ energy rather than that of a traditional brand account, Soonhari won over hearts (and coolers) nationwide. From partnering with the LA Galaxy soccer team to showing up at cultural moments like Lollapalooza, Soonhari met fans where they were IRL and online, taking their role from a brand to a friend.
With on-trend giveaways like Lollapalooza and LA Galaxy tickets, Soonhari scored big—driving a 2,943% month-over-month follower spike in May.
By jumping on quick-turn trending content, we drove a +285% increase in social followers year-to-date.
Giveaways fans actually wanted and standout posts kept Soonhari stans coming back for more.
Even if they hadn’t tried a flavor yet, they knew us for our bold, trending voice—and if they don’t know soju yet, they will SOON.