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Defying Odds
“As a female founder, I was met with much doubt and criticism when I first launched Yobo. Despite the objections, I firmly believed in creating a higher quality soju that represented my own evolving Korean American identity. Today, our portfolio has expanded into a wide range of premium Asian American spirits, distributed in 40 states, and on the shelves of the most discerning stores, restaurants, and bars. I’m so proud of how far we’ve come.”
- Carolyn Kim, Founder
Highest Standards
“Our range of products represent a standard we set for ourselves. More than hype or buzz, we agonize over quality and taste. These are products we share with our closest friends and family, and as such, we require them to be made with the highest quality ingredients, free from artificial coloring, flavors, or ingredients of any kind. We create products we’d gladly share with the people we love.”
- John Noe, CEO
Pursuit of Innovation.
We are driven by innovation. In everything we do, our aim is to elevate the Asian American spirit by providing new formats, new flavors, and new experiences for generations to come. With deep respect for our heritage and past, we marry our history with our future to create a range of unique products. We hope you enjoy the journey with us.
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Latest News
The New Nightlife Clock: How K-Pop Release Cycles Are Reshaping American After-Hours Culture
For decades, the rhythms of American nightlife have followed a predictable cadence: Friday and Saturday peak, Thursdays warm up, Sundays wind down. But in the past three years, a new, unexpected fo...
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The Rise of the Sessionable Spirit: How Soju Became America’s Next Big Drinking Trend
For decades, American drinking culture has been dominated by a handful of familiar anchors: vodka for versatility, tequila for energy, whiskey for craft, gin for sophistication. But in the last thr...
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In late 2025, something extraordinary happened in global entertainment: an animated film about a fictional K-pop girl group — K-Pop Demon Hunters — not only became a global streaming success but wa...
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KTOWN Soju and Yobo Soju Luxe Join RTM Portfolio, Align Nationally with RNDC for Distribution
[San Antonio, TX] — [11/1/2025] — RTM, a leading U.S. importer with a longstanding reputation for curating distinctive wines and specialty spirits, today announced that KTOWN Soju and Yobo Soju Lux...
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For years, Korean fashion was seen as an emerging aesthetic, a curiosity admired by global trend forecasters, niche streetwear enthusiasts, and K-drama fans. But in 2025, something subtle yet profo...
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The New American Palate: How Korean Cuisine Quietly Became the Fastest-Growing Force in U.S. Dining
For more than a decade, industry observers have predicted that Korean food was “the next big thing.” What few anticipated, however, was the speed and breadth of its rise across the United States. A...
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The Craft Soju Boom Is Here — Meet the Korean American Distillers Behind It
How next-gen distillers are reinventing Korea’s national spirit in the US. A rise in interest in Korean cultural touchstones, known as the “Korean Wave,” or “hallyu,” has been building in the West ...
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Get ready for Easter with these fun, playful cocktails
Bright colors, fruity ingredients, and carrot themed drinks to celebrate the season Easter is approaching, and if you’re hosting friends or family this year and you fancy going beyond the usual dri...
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The Yobo Spirit House Announces the Addition of Chris "Cope" Copeland as Chief Partnership Officer
Yobo Spirits is proud to announce Chris “Cope” Copeland as Chief Partnership Officer for the Yobo Spirit House. Cope played basketball professionally for the New York Knicks, the Indiana Pacers, a...
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