[Insta Walk] Magarelp - Nostalgic Dessert Yanggaeng, Melting the Taste Buds of 'Halmaennial'

Handmade Yanggaeng More Delicious Than Chocolate
From Red Bean to Yuzu, Black Sesame, and Pumpkin
Dessert Spot Targeting 'Halmaeipmat' Taste Buds

MZ Generation's Favorite Menu 'Red Bean Latte'
'Yanggaeng' Capturing Both Health and Trend
Subtle Sweetness Within Rustic Charm
A Nostalgic Dessert Enjoyed by the Whole Family

Exterior view of 'Magarep,' a yanggaeng specialty store located in Mapo-gu, Seoul. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] Red bean, mugwort, black sesame... Ingredients that evoke a somewhat rustic feeling are quietly gaining popularity among young people. Why have these simple ingredients, which one might only see at a rural grandmother’s house, caught the attention of the 20s and 30s generation? It is related to the so-called 'newtro' craze, which is about enjoying retro in a new way. Traditional foods like injeolmi and misutgaru are actually perceived as fresh by young people. Recently, a new term 'halmaennial' (halmae taste + millennial generation) has even emerged to describe young people who prefer old-fashioned snacks. This trend is easily found on social media as well. On Instagram, there are tens of thousands of posts tagged with 'halmae taste.' One of the snacks favored by halmaennials is 'yanggaeng' (sweet red bean jelly). The soft texture and universally loved sweet taste of yanggaeng might feel more familiar or healthier than the European-style macarons that once took the world by storm.

There is a place in Mapo-gu, Seoul, where you can fully experience the charm of yanggaeng. It is a place that offers a retro atmosphere while reinterpreting the old-fashioned yanggaeng with a youthful vibe. The protagonist is 'Magarelp,' which you can reach by walking about 10 minutes from Exit 2 of Mangwon Station on Subway Line 6.

At the quiet alley entrance, the flower-shaped logo on the shop’s glass door catches the eye, along with retro-style fonts and a sincere phrase that seems to parody advertisements from the 1980s. 'A dessert of love filled with memories enjoyed by the whole family.' Like confectionery or beverage companies reusing old advertising slogans on their products, this phrase is written in a font full of retro atmosphere.

Once inside the shop, you are greeted by rows of numerous yanggaengs waiting in line. They are categorized according to taste, from traditional red bean yanggaeng to refreshing yuzu yanggaeng.

Yanggaeng Specialty Store 'Magarelp' Located in Mapo-gu, Seoul. The wooden signboard catches the eye. Photo by Heo Midam damdam@asiae.co.kr

Kim Ji-won (36), the owner who has been running the shop for seven years, introduced 'Magarelp' as a "handmade yanggaeng shop aiming for 'Korean retro dessert'." She said, "Many people associate yanggaeng with old-fashioned snacks. Especially among young people, yanggaeng might be a dessert that divides opinions, but recently, more people have been breaking prejudices and becoming familiar with it."

Kim’s love for yanggaeng began around 2010, before opening the shop. The reason? Surprisingly, it was because of her boyfriend. Kim said with a smile, "He didn’t like chocolate. I was worried about what to give him on Valentine’s Day. So I thought about what else I could gift besides chocolate, and that’s how I made yanggaeng." She added, "At that time, I made red bean yanggaeng in the shape of chocolates and gave it as a gift, and the reaction was good. He said, 'It’s not chocolate, but it’s a better gift than chocolate.'" Encouraged by the man who later became her husband, she opened the shop shortly after. The shop’s slogan is 'Better than chocolate,' directly quoting her boyfriend’s words. One red bean yanggaeng shaped like chocolate decided Kim’s life mission in food.

Kim is making various attempts to attract many people, including the younger generation, to yanggaeng beyond its traditional image. She changes the menu seasonally and enriches the ingredients. Kim said, "Desserts like ice cream and macarons have very diverse flavors. I wondered if yanggaeng could also be made in various flavors, so I tried different things." Beyond traditional red bean yanggaeng, she makes yanggaeng with seasonal ingredients such as pumpkin, yuzu, and green tea. The 'red bean latte' made from red beans is also one of the popular menu items among young people.

Yuja yanggaeng presented at 'Magarelp'. The yuja seeds inside the yanggaeng add to the flavor. Photo by Heo Midam damdam@asiae.co.kr

She also adds uniqueness to the packaging design. Different wrappers are used depending on the flavor. For example, red bean yanggaeng uses packaging with red bean illustrations, and black tea yanggaeng uses packaging with black tea leaves. Especially, the vintage packaging that faithfully reproduces designs from the old days is so unique that it arouses curiosity even among those who do not like yanggaeng. All the retro designs were created by Kim herself, who explained, "I wanted to capture the warmth felt from old things."

Thanks to efforts to cater to young tastes along with the newtro craze, most customers visiting here are young. Kim said, "At first, many people found yanggaeng unfamiliar, but after tasting it, they often come back saying, 'It’s better than I thought' because of its subtle sweetness."

Since it is a classic product, some buy yanggaeng as gifts for their parents or elders, but there are also people who purchase it as gifts for formal meetings or first birthday party return gifts. Its range of use is expanding. Riding this trend, Kim plans to promote the charm of yanggaeng even more widely.

"To make yanggaeng, red beans must be boiled for a long time and solidified. The shape of yanggaeng is not fancy, but it contains sincerity and heart in its rusticness." In her words, there seems to be a strong desire to emphasize the advantages of a healthy snack made with natural ingredients rather than artificial ones, and a food that anyone can easily consume due to its soft texture. It will be interesting to see how Kim’s determination to expand the fan base of halmaennials with yanggaeng, which fully embraces the painstakingly boiled and solidified red bean grains, will be realized.

This content was produced with the assistance of AI translation services.