[Youth Report] Do You Know 'Yakgetting'... The Trending K-Desserts These Days

'Halmaennial' Trend Boosts Yakgwa Sales
Especially Popular Among 2030 Generation
New Slang 'Yakgetting' Emerges

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The traditional snack 'Yakgwa,' once favored by the elderly, is gaining popularity among younger generations. In fact, a new term 'Yakgetting'?meaning securing Yakgwa tickets?has emerged, implying that getting Yakgwa from famous stores is as difficult as booking tickets for popular performances. This seems to be mainly due to the retro trend spreading to food, increasing young people's interest in traditional snacks.

Rising Popularity of Yakgwa... Various Recipes Shared on SNS

[Image source=Getty Images Bank]

Recently, traditional snacks like Yakgwa and Sikhye have become trendy, leading to a significant increase in related sales. According to Homeplus, online sales of Yakgwa last month rose by 73% compared to the same period last year. During the same period, sales of old-fashioned snacks and Sikhye also grew by 87% and 47%, respectively.

The popularity of traditional snacks is also evident on social networking services (SNS). As of the 17th, posts tagged with 'Yakgwa' and 'YakgwaMatjip' (Yakgwa specialty store) on Instagram number approximately 72,000 and 5,000, respectively. Some netizens have even lined up before stores open to purchase Yakgwa.

Yakgwa, characterized by its sweet taste and chewy texture, used to be a snack enjoyed briefly during holidays. However, with the retro trend becoming a major movement in recent years, consumer interest in Yakgwa has increased. The familiar taste of Yakgwa to older generations has become a new flavor experience for younger people.

With growing popularity, various recipes using Yakgwa are being shared on SNS. Examples include 'Yakgwa Ice Cream,' where Yakgwa is microwaved for about 10 seconds and topped with cold vanilla ice cream, and 'Yakgwa Waffle,' where Yakgwa is pressed in a waffle iron.

Yanggaeng and Nurungji Also Popular Amid 'Halmaennial' Trend

[Image source=Getty Images Bank]

Besides Yakgwa, the popularity of Yanggaeng (sweet red bean jelly), Nurungji (scorched rice), and red beans is also rising. Mr. Lee, a 28-year-old office worker, said, "There is a Yanggaeng shop near my house, so I visit about once a week. Not only red bean Yanggaeng but also varieties like sweet potato, pumpkin, green tea, and milk tea are available, and it feels like eating a healthy snack, so I eat it often."

This phenomenon is also related to the 'Halmaennial' trend. 'Halmaennial' is a portmanteau of 'Halmeoni' (grandmother) and 'Millennial,' referring to the trend where traditional foods, typically favored by middle-aged and older generations, gain popularity among younger generations. The spread of the Halmaennial trend through SNS platforms like Instagram also seems to have influenced this.

Professor Eunhee Lee of Inha University's Department of Consumer Studies said, "SNS users tend to focus on new things, and traditional snacks like Yakgwa and Injeolmi are new items that young people have not experienced before. Also, since the COVID-19 pandemic, more young people have been seeking healthy foods. As a result, the popularity of ingredients like black sesame and red beans, which have long been recognized as healthy, has increased."

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