Soju is a very popular spirit sold in Korea that is traditionally made by distilling rice and other cereal grains. However, since the 1960s to alleviate rice shortages, most soju has been produced by diluting high strength neutral alcohol from distilled sweet potatoes or tapioca.
One of the most trendy brands in South Korea, Chum Churum (which translates as like the first tme) is popular because of the added alkaline water, higher sweetness, and relatively lower alcohol content. This smoother and softer profile has been extremely successful and is especially popular among younger drinkers in South Korea.