Koreans of legal age consumed an average 9 liters of pure alcohol per person in 2015.

The figure was confirmed by professors from the Catholic University of Korea Uijeongbu St. Mary’s Hospital and Inje University Graduate School of Public Health, through a study on data, Chosun.com reported Tuesday.

Nine liters of alcohol would be 121 bottles of soju or 366 cans of 500-milliliter beer. Soju typically has 21 percent alcohol by volume while beer is about 5 percent. 

The research team analyzed the alarming figure as stemming from the aggressive marketing by convenience stores and big supermarket chains, the spreading “honsul” and “homesul” cultures and the increase in women drinking. Honsul refers to the act of drinking alone, while homesul refers to drinking at home.

Convenience stores and supermarket chains have been selling four cans of imported beer at a discounted price of 10,000 won ($9).

Sweetened fruit-flavored soju has also lowered the threshold for casual drinkers. Alcohol consumption per person from fruit-flavored soju catapulted from 0.04 liters in 2010 to 0.3 liters in 2015. Alcohol from foreign beer consumption also rose threefold from 0.05 liters in 2010 to 0.15 liter in 2015. Wine consumption similarly climbed per person from 0.07 liter to 0.13 liter over the same period.

Critics say regulations on advertising alcoholic beverages in Korea should be reexamined. Currently, young and popular celebrities are being employed to promote major liquor brands. Lee Hyo-ri, Kim Tae-hee, Shin Min-ah, IU and Suzy have all represented homegrown liquors.

By Lim Jeong-yeo (kaylalim@heraldcorp.com)