Modern Japanese bartending is renowned worldwide for both precision and style. Originating in Tokyo’s upmarket Ginza district in the late 1990s and early 2000s by establishments like Bar Opa and Bar High Five, this swanky style is characterized by attention to detail, balanced flavors, precise execution, and a curated experience marked by consistent excellence.
Although Tokyo is often considered the pinnacle of the Asian bar scene, it’s certainly not the only contender when it comes to innovative and inspirational mixology; Korean bar culture offers a lively community feel that focuses more on a shared experience rather than an individual one.
However, this doesn’t mean the South Korean style is any less sophisticated. Although native soju and beer remain popular, recent years have seen a surge in demand for highball drinks, particularly among younger consumers.
As the influence of Asian bar culture makes its way stateside, American bars, restaurants, and RTD beverage brands have opportunities to gain inspiration, drive innovation, and dominate emerging trends in the U.S. market. With new takes on classic beverages and attention to detail, there are several avenues to explore when incorporating Asian bar trends.
All Hail the Highball
South Korea has become one of the fastest-growing markets for whiskey over the last few years. This has largely been driven by the highball trend, which offers a simple and versatile entry to the wider world of premium spirits for young consumers.
Some establishments have swapped out the typical soda mixer in favor of sweeter options like tonic or ginger ale that are more appealing to Korean palates. Highball beverages are also infiltrating the RTD market, where Jim Beam’s Lemon Highball and Grapefruit Highball have proven the company’s most successful launch in the country to date.
The markup on import spirits can be steep, with liquor tax reaching over 70% and customs tax at 20%. This has driven the growth of more affordable RTD products, as well as opportunities for local distillers.
Iterations on the highball are also popular in Japanese markets, where citrus and fruit flavors dominate. The lemon sour is a particular favorite among Japanese consumers, while cassis orange, umeshu (plum liqueur), tomato juice, and matcha are also popular inclusions.
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Experimenting With Soju
Korean bar culture craves creativity. Soju, on its own, is a popular beverage traditionally made with fermented rice. Typically less alcoholic than Japanese shochu, Korean soju is frequently paired with other ingredients to make cocktail versions more suited to local palates. Prime examples include soju mojitos, margaritas, and sunrises.
Creating an Experience
Hospitality is a historically significant concept in Japan, with high value placed on ceremony. Even more important than the product is the experience a company curates for customers.
This can be accomplished in several ways, from the polished grooming of a bartender and the upscale ambiance of an establishment to the precision crafting and final presentation of the drink. One of the most notable examples of this is ice cutting.
Both a tradition and a ritual, the practice involves hand-cutting and carving large chunks of ice into the ideal cube, sphere, or other shape to preserve the flavor of the liquor being served or accentuate the presentation of a cocktail.
Related: Martinis and Their Variations: What’s Trending Now
What Works in America?
Not every Asian bar trend will appeal to U.S. markets, but the slow growth of izakaya establishments signals an interest in ingredients, techniques, and traditions from global sources.
Following trends like incorporating soju, experimenting with highball recipes, and elevating service will create a globally inspired experience, as will a focus on moving into the RTD space, where consumers can approach new offerings on a more convenient and affordable level.
Have any questions about current trends? Contact the team today!
