Korean-style desserts are gaining popularity among the overseas MZ generation (born between 1980 and 2000) due to the Korean wave and the influence of platforms like YouTube. As a result, traditional dessert companies, such as yakgwa and honey rice cakes, as well as modern dessert companies like Yoajung (the epitome of yogurt ice cream), are rapidly expanding overseas.
On the 7th, Japan's Nikkei newspaper reported this in an article titled "Korean Dessert Encyclopedia (百菓争鳴)" and introduced various Korean dessert companies. A representative example is Buchang Confectionery, known for its 'actor Lee Jang-woo walnut cake.' By making new attempts with the retro dessert walnut cake, such as adding 'Uyuni (Bolivia) salt flavor,' the company has gained popularity, leading to long lines after its opening.
Buchang Confectionery is currently located in Shinsegae Department Store's Gangnam branch and in Daegu and Centum City stores, and at Starfield Suwon. It will also open a store in Shinsegae's Daejeon branch next month. Buchang Confectionery plans to open stores in major Japanese department stores this fall and collaborate with renowned lifestyle corporations in Japan. In the medium to long term, the company also plans to expand to overseas markets such as the United States and Vietnam.
SPC Samlip is targeting the United States with traditional snacks like yakgwa. Previously, sales were centered around Asian markets in the U.S., but it successfully entered Costco in December last year. The first round of sales has concluded, and reorders are expected to be shipped soon. Hanwha Investment & Securities estimated that this year, SPC Samlip's yakgwa exports to the U.S. will increase by more than 30% compared to 2024.
Industry insiders analyze that the popularity of Korean-style desserts is due to the combination of tradition and modern trends. Fusion desserts that reinterpret traditional treats such as rice cakes, yakgwa, and patbingsu have expanded the base of Korean desserts. The growing interest in Korean food, fueled by the global popularity of K-pop, dramas, and movies, has also contributed.
Videos consuming unique desserts on platforms like YouTube are also increasing the recognition of K-desserts. For instance, 'honey rice cake cereal,' which involves pouring milk over honey rice cakes, has gained great popularity on overseas YouTube and TikTok, similar to how chocolate from Dubai became popular in Korea. The unique sight of pouring milk over colorful honey rice cakes has sparked curiosity and interest.
As products made from rice cakes, such as honey rice cake cereal and tteokbokki, gain popularity, the export revenue of processed rice products has also increased. The export revenue of rice cake products made from rice flour increased by over 20% compared to last year, especially gaining traction in the U.S. and European markets.
Yoajung, which caused a sensation domestically last year, is also accelerating its overseas expansion. Last year, it opened its first directly managed store in Ala Moana, Hawaii's largest shopping center, and has opened stores in Australia, Hong Kong, and China this year. Since it has signed a master franchise agreement in China, it plans to intensify its efforts there.
Professor Moon Jeong-hoon from Seoul National University's Department of Agricultural Economics noted, "The popularity of Korean desserts naturally began as K-pop and K-drama became trends in Korea. However, that trend is still in its early stages. The door to opportunity is opening."