Hello Soju

Hello Soju is a Los Angeles-based premium soju brand created by The Hello Group (THG), dedicated to merging centuries-old Korean distilling tradition with the modern California lifestyle. The brand offers two primary product lines: a flagship spirit and a premium sparkling soju collection, both crafted with a strong emphasis on quality ingredients and artisanal production methods.

The flagship spirit is produced using California-sourced, non-GMO rice that is fermented for five to seven days before being distilled in a copper pot still using the traditional Korean distillation method. This process yields a smooth, 33% ABV rice-based spirit that is naturally flavored, hand crafted, and made in small batches with locally sourced ingredients. The flagship expression has earned notable industry recognition, including a Double Gold award and Platinum and Gold honors at the 2026 L.A. Spirits Awards, underscoring the brand's commitment to premium quality.

The premium sparkling soju line blends rice and grain neutral spirits with real fruit juice and contains no added sugar. Available in five distinct flavors — Lemon Yuzu, Green Grape, Lychee, Asian Pear, and Peach — the collection is designed to appeal to a younger, trend-forward consumer demographic while remaining accessible to established soju enthusiasts.

Hello Soju positions itself at the intersection of Korean heritage and California culture, targeting the next generation of spirits consumers in the U.S. market. The brand has expanded its visibility through a partnership with LAFC (Los Angeles Football Club), leveraging the growing popularity of soccer in America to introduce soju to broader audiences. The company also engages in cultural programming, including AAPI Month celebrations, and offers limited-edition branded merchandise such as Lunar New Year-themed apparel, reinforcing its identity as a culturally rooted lifestyle brand.

With a focus on small-batch craftsmanship, non-GMO sourcing, and real fruit inclusions, Hello Soju differentiates itself within the competitive U.S. spirits market by offering an authentic yet modernized take on Korea's most iconic spirit category.