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"When I go to a foreign restaurant, I have more opportunities to try foreign beer. I want to try everything, not just beers from one country," she says.

People like Choi probably explain the increasing beer imports to a country that in 2010 gulped down 1.95 billion liters of the beverage.

According to data from Korean customs, imports of beer between 2009 and 2011 increased 64 percent in monetary terms to US$58.4 million last year. The market share of such imports increased from 2.05 percent in 2008 to 2.4 percent in 2010. Industry watchers estimate it reached 4 percent last year.

Local retailers have taken the cue. E-Mart, a local hypermart chain, expanded their selection of beers from 70 brands in 2010 to 200 this year to sell a wide range from countries like Brazil, France and Tibet. Jin Jang-min, a PR associate at E-Mart, says young consumers are driving the demand. "Soju is not so popular because it's too strong," she said, referring to the local rice-based liquor. "Young people like beer because it's softer."








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