South Korea White Wine Market Overview, 2031

The South Korea white wine market is an important and growing component of the broader South Korean wine industry, reflecting evolving consumer tastes, increased exposure to global food cultures, and a shift toward lighter, more approachable alcoholic beverages. While red wine historically dominated South Korea’s wine consumption, white wine has steadily gained traction due to its refreshing flavor profiles, lower tannins, and compatibility with diverse cuisines, making it particularly appealing among younger drinkers and female consumers. White wine’s relatively crisp and easy to drink style has broadened its appeal beyond traditional wine drinkers, aligning it with social dining, picnics, and casual occasions where lighter beverages are preferred. This shift is supported by global trends emphasizing food and wine pairings such as Sauvignon Blanc with spicy or tangy Korean dishes and by targeted marketing by importers and retailers to younger demographics. Imported white wines, including Sauvignon Blanc, Chardonnay, and Riesling, have become increasingly visible in South Korea’s retail landscape, with New Zealand white wines notably rising in popularity owing to their accessibility, balance of acidity, and value for-money pricing in the KRW 10,000–20,000 range. These varietals resonate with novice and everyday wine drinkers and are often stocked in supermarkets, boutique wine shops, and online wine sellers, making them broadly accessible. Despite the white wine segment’s positive momentum, the overall wine market in South Korea faces headwinds from a post-pandemic consumption slowdown and reduced import volumes, reflecting broader economic restraint and changing drinking habits. Yet, within this context, white wine has shown resilience and modest growth, even as total wine imports have decreased, suggesting a sustained consumer interest in lighter wine styles that balance approachability with quality.

According to the research report, "South Korea White Wine Overview, 2031," published by Bonafide Research, the South Korea White Wine is anticipated to grow at more than 7.2% CAGR from 2026 to 2031.The market of the South Korea white wine industry illustrates a nuanced landscape of shifting preferences, import driven supply dynamics, and structural challenges in the broader wine sector. South Korea’s wine market including red, rosé, sparkling, and white wines has experienced fluctuations in recent years, with overall wine imports valued at hundreds of millions of U.S. dollars annually. Despite a contraction in total import volumes and values in 2024, white wine stood out as one of the few categories showing relative strength, with import value and volume increasing even as red wine imports declined, indicating a consumer swing toward lighter, more versatile wines. White wine’s market share has expanded as younger consumers and women in their 20s and 30s express strong preferences for lighter wine styles, which are seen as more approachable than traditional reds and suitable for diverse occasions such as meals, outdoor outings, and social gatherings. This shift is reflected in import trends where New Zealand white wines have overtaken offerings from France and Chile in popularity metrics, driven by their crisp profiles, adaptability with Korean cuisine, and competitive pricing. Notwithstanding these positive trends, the South Korean wine market faces ongoing headwinds, including economic pressures, reduced discretionary spending, and a market recalibration following pandemic induced demand spikes. Consumer behavior indicates a polarization between value for money and premium wines, with everyday drinking focusing on affordable white and sparkling wines, while premium, high end bottles attract niche segments. Distribution channels spanning supermarkets, specialty wine retailers, and online platforms continue to shape market accessibility, offering a mix of imported and domestic options. While red wine remains the largest segment the white wine category has emerged as a key growth driver, supported by evolving palates, lifestyle shifts, and greater emphasis on wine education and food pairing culture in South Korea.

In the South Korea white wine market, segmentation by product type reflects a mix of classic European varietals and emerging tastes shaped by global importing trends and local preferences. Among these grape varieties, Sauvignon Blanc and Chardonnay are the most widely recognised and consumed. Sauvignon Blanc’s crisp acidity and citrus-driven profile resonate with South Korean palates, particularly when paired with seafood and spicy fusion dishes, making it one of the dominant white wine segments in the still wine category. Chardonnay, with its broader stylistic range from unoaked to oaked expressions, appeals to both casual drinkers and wine enthusiasts seeking smoother, full flavoured white wines. Traditional European varietals such as Riesling and Pinot Grigio also hold steady niche demand, driven by consumers who prefer aromatic and lighter palate options. Riesling’s versatility from bone dry to semi-sweet styles suits varied occasions and food pairings, while Pinot Grigio is appreciated for its refreshing, uncomplicated character and relative affordability. Other varietals such as Gewürztraminer, Chenin Blanc, Grüner Veltliner, Moscato, and additional specialty white wines contribute to the market’s diversity, although they generally occupy smaller market shares compared with the mainstream categories. These varietals attract niche segments of consumers interested in floral aromatics Gewürztraminer, fruity sweetness Moscato, or unique regional expressions, enriching the overall portfolio of white wines available in South Korea. Importers and retailers are responding by expanding assortments to include these lesser known options alongside core favorites, supporting both everyday drinking and elevated wine experiences. Consumer familiarity continues to grow through tastings, food pairing events, and online wine education, further diversifying demand for white wine varietals across the domestic market.

Sweetness level segmentation is an important dimension in the South Korea white wine market, capturing distinct consumer taste preferences and occasions for wine consumption. Dry white wines dominate the market, appealing to the majority of local consumers who prefer crisp, refreshing, and food-friendly profiles. Dry styles including dry Sauvignon Blanc, Chardonnay, and Pinot Grigio are widely consumed with meals, especially lighter cuisine like seafood, salads, and grilled dishes. The format aligns well with modern Korean dining habits and the general shift toward white and sparkling wines for casual and formal occasions. Semi sweet white wines serve as a bridge between dry and sweet categories, offering a balanced sweetness that appeals to drinkers who find fully dry wines too austere but want more nuance than what sweet wines typically provide. This segment includes off-dry Rieslings and some Moscato-inspired styles, and resonates among younger consumers and wine novices who are exploring white wines but prefer slightly softer ends to acidity. Sweet white wines often featuring varietals like Moscato or late harvest Rieslings occupy a smaller niche yet significant role in social settings and dessert pairings. These wines appeal to consumers seeking softer, fruit-forward profiles with residual sugar, which can make white wine more accessible to first-time buyers and casual drinkers. Sweet styles are often popular in celebratory contexts or as introductory options for individuals transitioning from sweeter beverages.

Sales channel segmentation in the South Korea white wine market highlights how distribution dynamics support consumer access and purchasing behavior. Modern Trade channels comprising large supermarkets, hypermarkets, and organized retail outlets are among the most significant points of sale for white wine. These venues provide broad assortments of imported and domestic wines, competitive pricing, and promotional visibility that cater to regular buyers and value-seeking consumers. Shoppers frequent modern trade outlets to explore a range of varietals, price tiers, and brand options under one roof, enhancing wine discovery in mainstream retail environments. Grocery stores which include smaller chain supermarkets and neighborhood food retailers play a complementary role by offering convenience and accessibility for daily wine purchases, often focusing on popular white wine labels and entry-level offerings. These stores benefit from frequent shopper traffic and integrated grocery purchases, making white wine an accessible choice for at home consumption. Convenience stores in South Korea have increasingly expanded their wine assortments, introducing curated selections and direct import programs that resonate with younger, urban consumers. Some chains have launched pre order wine services and affordable private label wines that enhance convenience and reinforce impulse buying patterns. These channels appeal to on the go buyers and those seeking quick, affordable options without navigating larger retail spaces. E Commerce has become a fast growing channel, propelled by South Korea’s high digital adoption and advanced logistics. Online wine platforms and marketplace apps offer extensive selections, user reviews, and home delivery convenience, expanding reach beyond physical stores. Especially for premium and niche white wine varietals, e commerce enables targeted consumer access and personalised recommendations. Finally, Other channels including specialty wine shops, duty free stores, and direct to consumer clubs provide curated experiences for enthusiasts seeking rare, premium, or imported selections. Together, these distribution channels create a robust ecosystem that ensures white wine is widely accessible across demographics and occasions in South Korea.



Considered in this report
• Historic year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• South KoreaWhite Wine Market with its value and forecast along with its segments
• Country-wise White Wine Market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Types
• Riesling
• Gewürztraminer
• Chardonnay
• Sauvignon Blanc
• Chenin Blanc
• Grüner Veltliner
• Moscato
• Pinot Grigio
• Others

By Sweetness Levels
• Dry
• Semi-Sweet
• Sweet

By Sales Channels
• Modern Trade
• Grocery Store
• Convenience Stores
• E-Commerce
• Others