Not every Korean likes it. I've seen many garbage bags full of empty bottles ready for pick up, so I'm sure many people enjoy it. "Soju" is what they call it. It's "cheaper than water." To me, it tastes like medicine. I don't like to drink it straight up. When I have some (rarely), I'll add a shot to a glass of beer at the beginning of a meal. It's an alcohol made from rice.