"50,000-Won Cafe Treats for 5,000 Won at Convenience Stores"... How Inflation Is Changing Consumption Rules [Now and How We Shop]

Convenience Store "Honey Combination Recipes" Gain Popularity on Social Media

"Modisumer" Consumption Expands Amid High Inflation

The Fun of Creating Your Own Combinations Adds to the Trend

Editor's NoteWhat are people buying these days? From daily necessities that everyone picks up at Daiso, to cosmetics that frequently sell out at Olive Young, and even breads that people line up to buy. These familiar scenes of consumption reflect the current trends in the market. is a series that deciphers today’s consumption trends by looking at ‘bestsellers in everyday life.’ We explore which products are chosen, what strategies prompt people to open their wallets, and explain the changes in the consumption scene in an easy and engaging way.

‘Convenience Store Cheesecake’ Trending on Social Media. Photo by X

"If you eat it at a cafe, it would cost 50,000 won, but at a convenience store, you can have it for 5,000 won."

Recently, so-called "convenience store honey combination recipes" have been spreading rapidly, especially on social media. This trend involves combining snacks and dairy products that are easily found in convenience stores to create cafe-style desserts or restaurant dishes at a much lower price. As inflation remains high, more people are turning to "value-for-money consumption," seeking to reduce their expenses while maintaining satisfaction, and convenience stores are emerging as a new alternative place for such spending.

Cafe-Style Desserts Made from Convenience Store Ingredients

Convenience Store Cheesecake Trending on Social Media. Screenshot from the YouTube channel 'Chef Daeseok Kim TV'

The most representative recipe is a super-simple cheesecake made from Bba-da Coconut cookies and Greek yogurt. The method is to place Greek yogurt on top of the Bba-da Coconut cookie and store it in the refrigerator; over time, the cookie absorbs moisture from the yogurt, resulting in a dense texture and a taste similar to cheesecake.

This recipe quickly gained word-of-mouth popularity because it allows anyone to recreate the taste and texture of a high-end cheesecake without any baking. The simplicity of the ingredients and their low cost have made it easy for anyone to try, further contributing to the rapid spread.

Sales Soar Along with SNS Buzz

On social media, reviews have poured in, such as "It tastes like something that would sell for 50,000 won at a cafe in Seongsu-dong," "The ultimate value-for-money dessert," "I tried it myself and it's amazing," "It really tastes premium," "Everyone has to try this," "It's as good as any famous cafe's cheesecake," "The person who made this recipe is a genius," and "Why are there so many smart people?" Some users are sharing their own variations, adding ingredients like cream cheese, cocoa powder, or espresso to create new combinations.

A trending ‘Convenience Store Cheesecake’ recipe video on social media. Screenshot from social media

The trend has translated directly into sales. According to BGF Retail, which operates CU, from January this year to February 23, sales of Bba-da Coconut cookies increased by 57.5% year-on-year, while Greek yogurt sales surged by 98.2% over the same period.

"Old Products, New Ways"... The Rise of the 'Modisumer' Trend

This phenomenon is considered a prime example of the "modisumer" trend that is spreading in the distribution industry. "Modisumer" is a portmanteau of "modify" and "consumer," referring to consumers who reinterpret and enjoy existing products in their own way.

Screenshot of Google image search for the trending "Convenience Store Ramen Honey Combination Recipes" on social media.

Combinations using cup noodles are another representative example. According to GS Retail, from November last year to February 23, sales of Sarigomtang cup noodles (used in dumpling soup recipes) increased by 31.8% year-on-year, and frozen dumplings saw a 14.1% increase. For recipes like nurungji-tang, sales of Snack Noodles and nurungji ready-meals rose by 8.6% and 22.3%, respectively. During the same period, at 7-Eleven stores operated by Korea Seven, sales of cheese and frozen dumplings also rose by 29% and 11%, respectively.

Inflation-Driven Trends

Experts analyze that these trends stem from changes in consumption patterns driven by high inflation. As the burden of rising prices grows, consumers are looking for ways to lower their total spending while still maintaining the satisfaction of their consumption experiences.

Convenience stores, in particular, are well-suited to this consumption style because they offer a wide variety of products in small quantities. Rather than consuming menus as composed by brands, more consumers are directly choosing and combining ingredients themselves, a trend referred to as "customized consumption."

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