Placeholder. Korea's booming zero-alcohol market isn't primarily a health-and-wellness story — it's structurally caused by the country adopting a 4.5-day workweek (Asia's largest such experiment), which is directly shrinking the traditional after-work corporate drinking culture (hoesik) that used to fill those evening hours.
What we've found so far: HiteJinro's Q3 2025 beer sales fell 8% year-on-year to roughly $160 million; Lotte Chilsung Beverage's cumulative beer sales plunged 38.6% through the first three quarters of 2025 — real, quantified financial damage to Korea's largest traditional liquor companies.
Open research: Get direct comment from HiteJinro or Lotte Chilsung on how they're internally reframing strategy around this shift; find the specific 4.5-day-workweek adoption data (what % of companies, which industries) to quantify the structural cause precisely.