Soju now sells in 80 countries, with a rising profile helped by Korean superstar Psy, who not only proclaimed soju his "best friend" but also lent his dark-glassed visage to various campaigns to get the rest of the world smitten too. "K-Pop K-Shot" billboards sprouted across America, showing Psy clutching a bottle of Chamisul soju (available via Beers of Europe). A pioneering soju outlet at the LA Dodgers baseball arena sold out its supply after three games. In New York, bars hawk apple soju aperitifs and lychee soju slushies to Big Apple hipsters. On YouTube, the Psy 13 soju shot drinking contest may suggest how the star came up with his Gangnam Style schtick in the first place. I mean, who hasn't pranced around pretending to ride a horse after a few?