Japanese Tourist Mistakes Soju for Water at Incheon Airport, Highlighting Packaging Confusion, Everything You Need to Know

Published on December 27, 2025

One particular interesting and humorous episode involving a Japanese visitor was at Incheon International Airport in South Korea, where the traveler mistakenly took soju for mineral water. The man, looking for something to quench his thirst after arrival at the airport, picked a bottle with a droplet design that had a see-through liquid inside because he believed that was the bottle containing “Irohazu” mineral water sold in Japan.

A Design Mix-Up: How Packaging Confusion Happens
The packaging of Chamisul, a popular Korean soju, has been the center of attention due to its striking resemblance to a bottle of mineral water. The PET bottle features a droplet-shaped design, which many consumers associate with freshness and purity, commonly used in water products. This similarity has led to confusion, especially for foreign visitors who are unfamiliar with the product and its packaging.

The Japanese tourist’s experience is not an isolated case. A similar incident occurred in 2022 when another foreign visitor mistakenly purchased and drank Chamisul, thinking it was water. That individual also remarked that the presence of droplets and the word “fresh” on the label made it look like a refreshing beverage, not realizing that it was an alcoholic drink.

This recurring mistake has drawn attention to the potential confusion for international tourists, particularly those who may not be familiar with the local language or the products commonly found in South Korea. With the design of the bottle resembling mineral water packaging, it’s easy to see why someone might make this mistake, especially in an airport setting where travelers are often in a hurry and less likely to scrutinize labels.

The Impact on Travel and Tourists
The confusion surrounding Chamisul’s packaging underscores the challenges faced by tourists navigating foreign markets where packaging and branding can vary significantly. For travelers who do not speak the local language, it becomes even more challenging to distinguish between similar-looking products, particularly in situations where they are unfamiliar with local drinks.

This incident highlights the importance of cultural awareness and product labeling for international visitors. South Korea, being a popular destination for tourists from around the world, should consider addressing this confusion by rethinking the packaging design of alcoholic beverages, particularly those that resemble non-alcoholic drinks. This small change could prevent misunderstandings and ensure a more pleasant experience for foreign travelers who are already navigating a new and sometimes confusing environment.

In the case of the Japanese tourist, the error led to an amusing story but could have had more serious consequences if the alcohol content was higher or the individual had a lower tolerance for alcohol. As such, it’s important for both travelers and businesses to remain vigilant when purchasing unfamiliar products, especially when traveling to countries where languages and product labeling differ.

Cultural Differences in Packaging: A Broader Conversation
The debate over the design of soju packaging also opens up a larger conversation about cultural differences in packaging and branding. While the droplet design might evoke feelings of freshness and purity in South Korea, these same visual cues can be misinterpreted by visitors from other countries, especially when they are accustomed to different conventions in packaging design.

In other markets, for example, similar designs might be exclusively used for water or other non-alcoholic beverages. This discrepancy can create confusion and potentially lead to embarrassing or even dangerous situations. It’s a reminder that even in the age of globalization, cultural nuances and differences in product packaging can have a significant impact on consumer experiences.

Tourist Safety and Education: Enhancing Awareness
To avoid similar situations in the future, there are a few steps both the tourism industry and consumers can take. First, tourism boards and hospitality businesses in South Korea should consider offering more educational resources for international tourists, including signage and information in multiple languages, to clarify the nature of local products. This could include labels or clear warnings about alcoholic content on beverages that may resemble non-alcoholic options.

For travelers, it’s important to be cautious and take the time to read labels carefully, especially when encountering unfamiliar products. The use of translation apps and asking locals for clarification can go a long way in preventing such misunderstandings.

The Role of Packaging in Global Travel
This incident brings attention to the broader issue of how packaging and labeling can impact the global travel experience. As travel becomes more interconnected and tourists explore new destinations, understanding the local market and being able to navigate through product labeling becomes increasingly important. Tourism authorities and businesses should consider how design elements might affect international visitors’ interactions with local products to ensure a seamless and safe travel experience.

Learning from the Mistakes and Moving Forward

Although the situation at Incheon International Airport involving the Japanese tourist may have presented a comic scene, it is also a reminder that there may be a few issues that tourists may need to address. The problem associated with packing can occur in any corner of the globe, and given that a country as lively as South Korea may have liquor and water bottles that seem identical, efforts are required to make sure that tourists have a great time.