{"product_id":"chum-churum","title":"Chum-Churum","description":"\u003ch2 dir=\"ltr\" class=\"mt-2 -mb-1 text-base font-bold\"\u003eThe Soft-Sipping Soju That Changed the Rules\u003c\/h2\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eChum-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.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e \u003c\/p\u003e\n\u003ch4 class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e\u003cspan style=\"text-decoration: underline;\"\u003eMeet the Lineup\u003c\/span\u003e\u003c\/h4\u003e\n\u003cul dir=\"ltr\" class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003e\n\u003cstrong\u003eChum-Churum (Original)\u003c\/strong\u003e — 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.\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003e\n\u003cstrong\u003eChum-Churum Classic\u003c\/strong\u003e — 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.\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003e\n\u003cstrong\u003eFruit-Flavored Series\u003c\/strong\u003e — 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.\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003e\n\u003cstrong\u003eChum-Churum Infusion Soju\u003c\/strong\u003e — 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.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003ch4 dir=\"ltr\" class=\"mt-2 -mb-1 text-base font-bold\"\u003e\u003cspan style=\"text-decoration: underline;\"\u003eThe Story Behind the Fame\u003c\/span\u003e\u003c\/h4\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eChum-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.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e \u003c\/p\u003e\n\u003ch4 class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e\u003cspan style=\"text-decoration: underline;\"\u003eWhy It's Worth Trying in Seoul\u003c\/span\u003e\u003c\/h4\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eSeoul 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.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e \u003c\/p\u003e\n\u003ch3 dir=\"ltr\" class=\"mt-2 -mb-1 text-base font-bold\"\u003eChum-Churum vs. the Competition\u003c\/h3\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eCompared to \u003cstrong\u003eChamisul\u003c\/strong\u003e (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 \u003cstrong\u003eSaero\u003c\/strong\u003e, 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.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e \u003c\/p\u003e\n\u003ch4 class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003e\u003cspan style=\"text-decoration: underline;\"\u003ePrice Range\u003c\/span\u003e\u003c\/h4\u003e\n\u003cul dir=\"ltr\" class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eConvenience store \/ supermarket: \u003cstrong\u003e~₩1,900–2,200 (about $1.40–1.60)\u003c\/strong\u003e per 360ml bottle\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eRestaurants and bars: \u003cstrong\u003e~₩4,000–6,000 (about $3–4.50)\u003c\/strong\u003e per bottle\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003ch4 dir=\"ltr\" class=\"mt-2 -mb-1 text-base font-bold\"\u003e\u003cspan style=\"text-decoration: underline;\"\u003eWhere to Buy in Seoul\u003c\/span\u003e\u003c\/h4\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eNo special hunting required — Chum-Churum is a true everyday staple. You'll find it at:\u003c\/p\u003e\n\u003cul dir=\"ltr\" class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eConvenience stores citywide: \u003cstrong\u003eCU, GS25, 7-Eleven, emart24\u003c\/strong\u003e (open 24 hours in most neighborhoods)\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eSupermarkets and hypermarkets: \u003cstrong\u003eEmart, Homeplus, Lotte Mart\u003c\/strong\u003e locations across Seoul\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eVirtually any Korean restaurant, BBQ spot, pojangmacha (street tent bar), or convenience-store patio table\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eWebsite: \u003ca href=\"https:\/\/company.lottechilsung.co.kr\/kor\/brand\/soju\/contentsid\/639\/index.do\" target=\"_blank\" title=\"https:\/\/company.lottechilsung.co.kr\/kor\/brand\/soju\/contentsid\/639\/index.do\" rel=\"noopener\"\u003e\u003cspan\u003ehttps:\/\/company.lottechilsung.co.kr\/kor\/brand\/soju\/contentsid\/639\/index.do\u003c\/span\u003e \u003c\/a\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003eInstagram: \u003ca href=\"https:\/\/www.instagram.com\/firstsoju\/\" title=\"https:\/\/www.instagram.com\/firstsoju\/\" rel=\"noopener\" target=\"_blank\"\u003e@firstsoju\u003c\/a\u003e \u003ca class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/www.instagram.com\/firstsoju\/\"\u003e\u003c\/a\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"\u003ePhoto: \u003ca href=\"https:\/\/www.instagram.com\/firstsoju\/\" target=\"_blank\" title=\"https:\/\/www.instagram.com\/firstsoju\/\" rel=\"noopener\"\u003e@firstsoju\u003c\/a\u003e \u003c\/p\u003e","brand":"Chum-Churum","offers":[{"title":"Default Title","offer_id":47339264180399,"sku":null,"price":0.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0609\/9376\/5551\/files\/Chum-Churum.jpg?v=1786430607","url":"https:\/\/seoulshopper.com\/zh-hans\/products\/chum-churum","provider":"SEOULSHOPPER","version":"1.0","type":"link"}