As soon as the soju brand company, “Chum Churum” by Lotte Beverage Group, released with their first fruit flavored soju “Soonhari Yuza (yuzu or citron),” it went viral online, quickly spreading out through Facebook and Instagram in Korea. Made of lower alcohol content with just 12%, and 5% lower than other soju brands, it became sensational and popular among young people.
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