There are prejudices that are long-lived or that take root in the depths of our memories, which will hold onto anything as long as someone repeats it to us billions of times. But no, the biggest drinkers on the planet are not the Russians, the Finns, or even the Scots, but the South Koreans. So, why don’t we know this? Although alcohol flows freely on the streets of Seoul and is a very important element of social bonding, custom demands good behaviour, even with a significant dose under your belt. To put it another way, not being able to hold your drink is very much frowned upon among the population. Rowdy drunks be warned: you are not welcome in South Korea.