A newly launched beverage that combines Boksun, soju, and saida has quickly spread through social media as a refreshing mix of the sweet taste of boksun, the tart flavor of saida, and the bitter bite of soju. CU (Blue Garden·Riteil) introduced its product “복소사주” in a ready‑to‑drink bottle on the 31st.
The recipe for ‘Bokso Sajoo’ mixes the three ingredients at a ratio of 1:1:1, allowing each flavor to complement and balance the others while providing both nutrition and convenience. The combination of soju’s bitterness with the sweet saida and smooth boksun means even consumers not used to these drinks can enjoy it without hesitation. This blend is becoming popular in venues that youth frequent such as Hangang Common, Picnic, and Danyang.
Sales data from CU indicate that over the last three months (May‑July) sales of Boksun at Hangang’s about 40 outlets increased more than sevenfold compared to the same period a year ago. During the same time period, the sales of major ingredients needed for ‘Bokso Sajoo’ – soju and saida (33.4% and 93.4%) as well as ice (55.8%) – also rose, showing that CU’s strategy of offering a product with all three ingredients in one bottle increases convenience for consumers. The alcohol content of ‘Bokso Sajoo’ is 7% and the price is ₩6,900.
Kim Hong‑seong, product planner of Riteil’s main brand team, said “Social media has recently been creating new beverage recipes that target young people, and more consumers want to try them out. We will continue to deliver differentiated products that have both fun and convenience.” While Park Soo‑rim (HanKyungDotCom) reported “The newly released ‘Bokso Sajoo’ is bringing a new change in the drinking habits of the youth.”