Meet Saero: The Fox Spirit That Reinvented Soju

Launched by Lotte Chilsung Beverage in September 2022, Saero (새로) was the company's first all-new soju in 16 years — the first since Chum-Churum debuted in 2006. It broke the mold as Korea's first major zero-sugar soju, skipping fructose entirely and blending diluted soju with a splash of distilled soju for a rounder, smoother finish. In October 2023, Saero dropped the "Cheoum-Cheourum" prefix to stand on its own as an independent brand, and it hasn't looked back since — becoming one of the fastest-growing soju brands in Korea and helping push Lotte's soju market share from 16.6% to over 20% between 2022 and 2025. What makes people love it: a clean taste with almost none of the harsh alcohol bite of traditional soju, a minimalist mint-and-white bottle inspired by Korean white porcelain (baekja), and playful marketing built around a nine-tailed fox mascot.

From Original to Omija: The Saero Lineup

• Saero (Original, Zero Sugar) — 15.7% ABV, blended with a touch of distilled soju, smooth finish, transparent mint-green bottle with vertical porcelain-inspired grooves. Sold in 360ml bottles plus 200ml, 400ml, and 640ml PET sizes.
• Saero Apricot (살구) — launched April 2024, made with real apricot juice for a soft, fruity sweetness. A great starter soju for beginners.
• Saero Kiwiberry / Dorae (다래) — launched April 2025, a tangy-sweet twist using Korean hardy kiwi.
• Nine-Tailed Edition — a limited label from November 2025 with a temperature-sensitive design: the fox's tails multiply from six to nine as the bottle chills, a fun bit of table theater.
• Saero Omija (오미자) — launched April 2026, made with tart, five-flavor omija berry for a refreshing, citrus-leaning kick.

The Zero-Sugar Shot Heard Across Korea

No single celebrity made Saero famous — its rise was a genuine word-of-mouth phenomenon. Within four months of launch it sold 50 million bottles; within seven months, 100 million. By its second anniversary, cumulative sales passed 400 million, and by the end of 2025 they topped 800 million bottles. Much of the buzz came from witty, meme-friendly social content starring Saerogumi (새로구미), a charming nine-tailed fox spirit mascot whose animated ads became a genuine hit with Korea's MZ generation (millennials and Gen Z).

Price Range

Saero is refreshingly affordable. At supermarkets like E-Mart or Lotte Mart, a 360ml bottle costs about ₩1,200–1,300 (roughly US$0.85–0.95). At a convenience store (GS25, CU, 7-Eleven), it's closer to ₩1,800 (about US$1.30). Order it at a restaurant or pojangmacha (street food tent bar) and the price rises to the standard soju markup, roughly ₩4,000–6,000 per bottle (US$2.90–4.30) — completely normal for Korean dining culture.

Grab a Bottle (or a Shot Glass) Anywhere in Seoul

Saero is genuinely everywhere — that's the whole point of soju. You'll find it in convenience store chains (GS25, CU, 7-Eleven, emart24) on nearly every block, in large supermarkets like E-Mart, Lotte Mart, and Homeplus, and on the drink menu of most Korean BBQ spots, pojangmacha, and neighborhood bars — especially in nightlife areas like Hongdae, Itaewon, and Euljiro. Lotte Mart and Lotte Department Store food halls are a reliable one-stop spot to compare all the Saero flavors side by side.

Website: https://company.lottechilsung.co.kr/kor/brand/saero/contentsid/970/index.do

Instagram: @saero9mi