Haitai Launches 'Sindangdong Tteokbokki' Anew After 15 Years

Haitai Confectionery 'Sindang-dong Tteokbokki'. (Photo by Haitai Confectionery)

[Asia Economy Reporter Seungjin Lee] Haitai Confectionery announced on the 20th that it has extensively revamped its original tteokbokki snack with the launch of ‘Sindangdong Tteokbokki’ and introduced a new ‘Sindangdong Rose Tteokbokki’ targeting the tastes of the MZ generation (Millennials + Generation Z).

This is the first time since its release in 2006 that the original tteokbokki snack, ‘Haitai Sindangdong Tteokbokki,’ has undergone a revamp. Everything except the name has been changed, including the flavor, packaging, and concept.

The revamp actively reflects the trend in the tteokbokki market, which has shifted from sweet flavors to spicy ones. Most popular menu items at tteokbokki specialty franchises are spicy, and products emphasizing a spicier taste tend to be more popular, which inspired this change.

In line with the changing trends in the tteokbokki market, Haitai reduced the original sweetness and significantly increased the spiciness. It features a sharp spiciness from domestically grown Cheongyang chili peppers, followed by a savory spiciness from Sunchang gochujang (red chili paste). As a result, it offers a clean and pleasant spicy flavor without being overly stimulating.

Additionally, the new ‘Sindangdong Tteokbokki’ with enhanced spiciness is also available in a rose tteokbokki flavor. The ‘Sindangdong Rose Tteokbokki’ snack captures the rose trend by combining spicy and smooth milk cream flavors. It is packed with cheddar and cream cheese to bring out a rich creamy flavor and umami, along with the characteristic spiciness, allowing consumers to enjoy the addictive taste of rose tteokbokki as is.

A Haitai Confectionery official said, “This is a new tteokbokki snack that actively reflects the latest trends in the rapidly growing tteokbokki market every year,” adding, “We will lead the tteokbokki snack market with a diverse and sophisticated product that combines the universally loved spiciness with flavors suited to the younger generation’s tastes.”

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