Chum-Churum ("Like the First Time") launched in Seoul in 2006 with a simple but bold promise: soju didn't have to burn. Named after a beloved essay collection by scholar Shin Young-bok, the brand built its identity around softness — literally filtering its water through an alkaline-reduction process using mineral water drawn from the foot of Daegwallyeong Mountain in Gangwon Province. The result was a noticeably smoother, rounder-tasting soju that felt like a genuine alternative to the sharper, more traditional styles Koreans grew up with. Today it's produced by Lotte Chilsung Beverage and holds roughly 16–17% of the national soju market, making it the country's clear #2 — and in Seoul and the greater metropolitan area, it goes head-to-head as an equal rival to the category leader. Order "soju" at almost any bar in the capital and the server will likely ask which one you want.

Meet the Lineup

• Chum-Churum (Original) — the flagship green bottle, now bottled at a gentle 16% ABV after nearly two decades of gradually softening the taste. Made with rice-distilled spirit and a touch of natural allulose sweetener for a clean, easy-drinking finish.
• Chum-Churum Classic — a nostalgic reissue of the very first 2006 recipe, bottled back at the original 20% ABV for drinkers who want a fuller, richer, old-school pour.
• Fruit-Flavored Series — lower-alcohol, fruit-infused soju (grapefruit, green grape, and more) aimed at drinkers who want something lighter and sweeter, especially popular with first-timers and younger crowds.
• Chum-Churum Infusion Soju — high-proof (25%, 30%, 35%) unflavored soju sold specifically for home fruit-infusing, a beloved Korean tradition of steeping plums, ginseng, or berries for months at a time.

The Story Behind the Fame

Chum-Churum's breakout moment came with its "Shake It" campaign, fronted by K-pop star and actress Lee Hyo-ri. The idea: give the bottle a gentle shake before pouring, and the alkaline-reduced water supposedly turns even smoother. Scientifically the difference is minor, but the ritual caught on nationwide and became a signature drinking custom tied uniquely to this brand — you'll still see people shake the bottle out of habit today. What sets it apart from its biggest rival is the water story: while most soju brands lean on flavor additives to soften the burn, Chum-Churum built its whole identity around a filtration process, giving it a distinct "wellness" angle in a category that's usually more about the buzz than the ingredients.

Why It's Worth Trying in Seoul

Seoul and the surrounding Gangwon region are Chum-Churum's home turf and strongest market — this is genuinely the brand Seoulites reach for by default, so trying it here means tasting it the way locals actually drink it, alongside grilled meat, fried chicken, or a late-night bowl of tteokbokki.

Chum-Churum vs. the Competition

Compared to Chamisul (Hite Jinro's market-leading soju), Chum-Churum markets itself on a distinct water-and-mineral story rather than pure alcohol reduction — its alkaline-processed Daegwallyeong spring water is the centerpiece of its "smoother taste" claim, while Chamisul has historically leaned on bamboo-charcoal filtration and a slightly sharper, more traditional soju bite that loyalists specifically prefer. Compared to Saero, Lotte's own younger sibling brand launched in 2022, the split is generational: Saero was built from the ground up as a zero-sugar, clear-bottle product aimed at health-conscious and younger drinkers, while Chum-Churum remains the more established, classic "everyday soju" with a bigger legacy and broader distribution, especially in restaurants and bars where it's often the default pour rather than a specifically-requested item.

Price Range

• Convenience store / supermarket: ~₩1,900–2,200 (about $1.40–1.60) per 360ml bottle
• Restaurants and bars: ~₩4,000–6,000 (about $3–4.50) per bottle

Where to Buy in Seoul

No special hunting required — Chum-Churum is a true everyday staple. You'll find it at:

• Convenience stores citywide: CU, GS25, 7-Eleven, emart24 (open 24 hours in most neighborhoods)
• Supermarkets and hypermarkets: Emart, Homeplus, Lotte Mart locations across Seoul
• Virtually any Korean restaurant, BBQ spot, pojangmacha (street tent bar), or convenience-store patio table

Website: https://company.lottechilsung.co.kr/kor/brand/soju/contentsid/639/index.do

Instagram: @firstsoju 

Photo: @firstsoju