Which Food Saw a 47-Fold Increase in Search Volume in 6 Months?

Woowa Brothers, Publish 'Baemin Trend 2023 Fall·Winter Edition'

Until last year, it was hard to find in the Baedal Minjok search rankings, but in just six months, there is a food item whose search volume increased by 47.3 times. The star is 'Tanghulu.' Tanghulu is a traditional Chinese dessert made by skewering various fruits and coating them with sugar, and the recent surge in consumer interest is reflected in the search terms as well.

Woowa Brothers (CEO Lee Guk-hwan), the operator of Baedal Minjok (hereafter Baemin), released on the 13th the 'Baemin Trend 2023 Fall·Winter Edition,' which predicts food culture trends for this fall and winter based on data accumulated on Baemin. The Baemin Trend reveals foods like Tanghulu that have gained increased interest this year. Mala and Rose combined to create a new flavor called Mala Rose, which has also heated up the dining industry. The number of orders for Mala Rose menus increased 6.3 times from January to July this year compared to the same period last year. Popular dishes included Mala Rose Tteokbokki, Mala Rose Jjimdak, and Mala Rose Xiangguo. The popularity of health-conscious 'ZERO' beverages and desserts was also phenomenal. Orders for zero-calorie menus such as Zero Cola and Zero Cider increased 2.5 times compared to the previous year.

Some menus are heavily influenced by the seasons. 'Naengmyeon' (cold noodles) surged into the top 10 search rankings as the weather warmed. Among them, the search volume for 'Hamheung Naengmyeon' increased significantly. As of July this year, searches for Hamheung Naengmyeon rose 163% compared to the same period last year and increased 56% compared to February this year. The search term that surged in October, when the weather cools and the autumn leaves change color, was 'Bungeoppang' (fish-shaped pastry). In October last year, searches for Bungeoppang increased by 354.9% compared to the previous month. In November, as the weather got colder, the popularity of seasonal seafood rose. 'Daebangeo' (yellowtail), which is loved steadily from late October to late winter every year, was sought after not only in seafood markets but also through delivery. As of November last year, searches for Daebangeo increased 354.1% compared to the previous month. Searches for Gwamegi (195%), Seokhwa (oysters) (173%), and Gul Bossam (steamed oysters with pork) (121%) also increased significantly, gaining popularity.

Autumn is a peak season for delivery orders. Especially in September, there was the Hangzhou Asian Games and a six-day Chuseok golden holiday. In fact, during the Qatar World Cup last year, on days when the national team played, orders increased by 37.2% compared to the previous month. Also, on the substitute holiday for Chuseok last year, orders increased by 28.8% compared to one week before. This year’s Chuseok holiday is expected to see many customers ordering delivery due to temporary holidays and National Foundation Day (Gaecheonjeol).

Kwon Yong-gyu, Head of the Business Growth Center at Woowa Brothers, said, "Based on Baemin’s statistical data, we quickly deliver information such as popular menus, peak ordering periods, and rapidly rising search keywords," adding, "We will continue to provide high-quality information and services to support the growth of the dining industry."

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