located in East Asia, occupies the southern half of the Korean Peninsula and many outlying islands to the south and west. One of the most densely populated countries in Asia, South Korea is home to 49 million mostly Christian or Buddhist inhabitants. A country that has consistently been subjected to brutal invasions by its neighbors Japan, China, and Russia, South Korea has experienced a steadily growing economy in recent years and is now home to a multiparty democratic government. The capital of Seoul has a population of 9.5 million people and apparently opened its first brewery in 1908.

Beer is the drink of choice, making up about 60% of the South Korean drinks market. Citizens favor Western-style lager beers, called maekju. South Korea’s version of a pub is the hof (hopeu), which serves pints of inexpensive local beer, as well as more expensive and heavily taxed imported beer. The latter are now frequently the drink of choice among young, urban professionals. South Koreans generally favor beers brewed from large proportions of rice, which gives them clean, but bland flavors.

Two major domestic South Korean breweries, Oriental Brewery Co. Ltd. (OB) and Hite Brewery Co., maintain a duopoly on the South Korean beer market. The leader in the market is Hite, founded in 1933 as Chosun Beer Co. Ltd. Hite manufactures beer under the names Hite, Hite Pitcher, Max, Stout, S, and STOUT. It also makes traditional Korean spirits and imports Foster’s and Kirin beers. OB, the country’s second largest brewery, was started in 1952 and purchased by InBev in 1998. In November 2009, Anheuser-Busch InBev sold the company to Kohlberg Kravis Roberts & Co. for USD $1.8 million. The new owner maintains a strong relationship with OB, using it to distribute such brands as Budweiser and Hoegaarden throughout the country. OB will have the right to buy the company back in 2014 under certain financial conditions. Popular brews produced by OB are OB, Cass, and Cafri. The company is focused especially on developing the Cass brand, which is currently number one in the South Korean market.