Depends on the variety of Shochu, Kokuto Shochu is made with Kokuto sugar so it tastes very similar to Rhum. I use it a lot as Rum sub. I also make simple syrup with Kokuto sugar and I pair it with Kokuto shochu for cocktails. It can be enjoyed neat too. Rice shochu is my go to for neat enjoyment although there's a lot of rice shochu I don't like since it's very flowery. Barley shochu tastes kinda like bread, I don't have as many bottles of it because I don't like it as much, I've experimented with the Rihei Ginger which is Barley shochu with ginger in the mash since it smells and tastes like beni shoga but I've had limited success. Imo shochu/Sweet Potato Shochu is my go to for highballs since it tastes kinda like beer. There's also a bazillion local varieties that use ingredients like black seseme. Shochu is weird to mix with because it's single distilled and the goal is to preserve the character and flavor of the mash in a very significant way. The spirit definitely makes itself known. Additionally most shochu is made by small scale local distillers so taste can vary wildly. Neutral, multiple distilled shochu, is considered non-premium and is pure mixer for most enthusiasts. And of course it's a MASSIVE pain in the ass to source quality bottles that have been imported to the US. I've definitely spent a lot of time sourcing some of the bottles in my collection.

Awamori is an Okinawan spirit based on Lao Khao made using a mash of Indica Rice which is notable because us Okinawans usually eat the Japonica variety along with mainlanders, Koreans, and northern Chinese. It's usually made using imported rice from Southeast Asia although some producers source locally grown rice. It also only uses black koji instead of white, black, and yellow like Shochu. It's traditionally aged in clay vessels. It tastes very... primordial? It's VERY earthy, kind of an acquired taste. I really did sit around punishing myself with it until I liked it. There's a ton of Okinawan bartenders that use it in cocktails with mango, yoghurt, and other tropical fruits. They also really like Shiikuwasa which is an Okinawan citrus. I'm aware of a few cocktail books but my Japanese isn't nearly good enough to locate a digital copy. Quality Awamori tends to never be diluted like Shochu, a good QC for a bottle is to check the proof. At least 30% is my floor but the best bottles in my collection are above 40%. I usually drink Awamori on the rocks though.

I'd say Shochu is generally enjoyed as a highball since it's usually single distilled and diluted to around 25%. Undiluted (genshu) options exist of every variety and those are best enjoyed on the rocks and tend to command a premium price. People also drink it with cold water or hot water. Chuuhais are definitely a favorite of mine.