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Sobriety Trends and Economic Slump Hit Korean Liquor Giants: MZ Generation’s "Dry" Shift Triggers Earnings Shock

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TL;DR Major liquor players like HiteJinro and Lotte Chilsung are suffering from earnings shocks as domestic consumption plunges, particularly among younger consumers. Pub spending by the 20s and 30s demographic dropped by 20.9% and 15.5% respectively, reflecting a structural shift toward "sober curiosity" and wellness. While industry giants struggle, regional players like Muhak are bucking the trend by focusing on aggressive shareholder return policies amid the government's value-up drive. What Happened The Korean beverage and liquor sector is facing a severe downturn as a combination of domestic economic slowdown and a shifting social culture dampens demand. HiteJinro (000080.KS) saw its stock price fall 7.4% over the past six months, closing at KRW 17,770. The company reported 2023 annual revenue of KRW 2.49 trillion (approx. $1.85 billion) and operating profit of KRW 172.1 billion ($127 million), representing year-on-year declines of 3.9% and 17.3%, respectively. Lott...

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