After hearing unending tales of pain and woe from buddies that spent time in Korea, I had to give it a try when I discovered a restaurant that serves it. No wonder people cut that **** with beer. I can't imagine pounding that over the course of an evening.
I spent a lot of time in Seoul. The Koreans I worked with could drink that stuff all day. To be polite, I'd occasionally have a shot, but they realized I'd rather have beer, so they'd just order me that.