California-Backed Observance Marks Soju's Momentum Hello Soju has announced the inaugural International Soju Week, set for September 20-26 and continuing annually. The observance, certified through National Today, follows California's establishment of Soju Day on September 20, 2025 (via Senate Resolution No. 166) and 2024 legislation (Assembly Bill 2069) that permits beer-and-wine-licensed restaurants to serve domestically produced soju. "It's an honor to establish International Soju Week as a time to celebrate one of the world's most beloved and widely consumed spirits," says Hello Soju CEO Elisabeth Baron. "Soju's popularity is rapidly growing in the U.S. and it's our hope that people use this moment as another reason to taste, discover, and come together."

Product Portfolio and Awards Hello Soju offers two expressions: a premium flagship soju spirit (33% ABV) hand-crafted in Sonoma County with non-GMO California sticky rice distilled in copper pot stills using traditional Korean methods, and a ready-to-drink sparkling soju (7% ABV) made with real fruit juice and no added sugar in five flavors—Asian Pear, Lychee, Lemon Yuzu, Peach, and limited-edition Green Grape. The brand has earned Double Gold at the CHILLED 100 Awards and Platinum at the 2026 L.A. Spirits Awards.

Retail and On-Premise Availability Hello Soju is available at premium retailers across California, Nevada, Texas, and Colorado, including BevMo!, select Total Wine & More, Gelson's, Target, and Lee's Discount Liquor, with Safeway availability coming soon. The brand is also served at California restaurants including Chubby Group locations (Chubby Social, NIKU X), Ahgassi, Houston Brothers Hospitality establishments (Andy's, Level 8), Openaire at The Line Hotel, and multiple Baekjeong locations.

Why It Matters

The establishment of an industry-backed observance signals confidence in soju's growth trajectory in the U.S. market. Combined with recent regulatory changes and state-level recognition, International Soju Week represents momentum for a category expanding beyond specialty retailers into mainstream grocery and restaurant channels.

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Written by FBM Publications Editors