There are a cornucopia of reasons to partake of alcoholic beverages. They can loosely be broken into two categories: drinking them because of their qualities as a beverage, and drinking them as an aid to intoxication. Soju utterly fails to satisfy the first category, barely suggesting the presence of alcohol, much less character. It must, by default, exist purely as an inebriant par excellence. I appreciate a good buzz as much as the next guy, but the sensual properties of a good libation are about 75% of the appeal - the syrupy richness of a good IPA, the liquid smoke of a good Scotch, or even the refreshing crackle of cheap fizzy lager.
In short, I don't get it.