South Korea’s new alcohol awareness campaign challenges a familiar assumption: that drinking is necessary to build relationships.

Launched by the Ministry of Health and Welfare and the Korea Health Promotion Institute for November’s Alcohol Harm Prevention Month, the campaign uses humour to imagine a culture where choosing not to drink is readily accepted.

One advertisement features the retirement of the “black knight” — someone who drinks on another person’s behalf at a gathering. When saying “you don’t have to drink” becomes normal, his services are no longer needed. A second film highlights how repeated meetings and conversations build closeness.

The campaign addresses a social pressure that deserves attention well beyond South Korea. Declining alcohol can mean having to explain yourself, defend your decision or reassure others that you still want to join in.

Making that choice easier is something everyone at the table can contribute to. An invitation should leave people free to decide what is in their glass.

Find more from South Korean Ministry of Health and Welfare (South Korea, November 2026)