Alcohol consumption in South Korea has traditionally been part of work culture. For many years, employees were regularly invited to drinking parties by their superiors. Now that attitudes to alcohol consumption are changing, particularly with younger generations, alcohol manufacturers are teaming up with entertainment companies to win over this demographic of consumers.
Corporate culture in South Korea has long encouraged the practice of "hoesik," compulsory alcoholic outings with colleagues that could last until late at night. But the relationship between Koreans and drinking has changed in recent years. Gone are the days of institutionalized drunkenness with one's boss: the country's youth is trying to maintain a better balance between private and professional life, while consuming (somewhat) less alcohol.