"Please Stop Ordering": Staff Pleas as Cup Bingsu Competition Heats Up Again This Year [How We Live Now]

Single-Serving Cup Bingsu Gains Popularity Amid "Small-Portion" Trend
Starbucks, Paik's Coffee, Mega Coffee, and Others Join the Market
"Value-for-Money Desserts" Stand Out in a High-Inflation Era

Editor's NoteWhat are people buying these days? From must-have household items at Daiso to beauty products that sell out at Olive Young, and even bread that people line up for. Everyday consumer scenes like these vividly reflect current market trends. "How We Shop Now" is a series that reads today's consumer trends through the lens of 'bestselling products' in daily life. It explores which goods are being chosen, what strategies open wallets, and unpacks the changes on the consumer front in a simple and engaging way.

Mega Coffee Cup Shaved Ice. Mega MGC Coffee

This coming summer, the café industry is entering into a full-fledged competition over single-serving cup bingsu (shaved ice desserts). Prolonged high inflation has led consumers to seek "small but satisfying" desserts that reduce spending burdens while boosting satisfaction. Furthermore, social media-friendly visuals and the fun of customizing according to personal tastes are driving rapid growth in the "small portion dessert" market. Companies are busy trying to capture demand for high-ticket summer desserts.

The Era of Single-Serving Desserts... Cup Bingsu Market Rapidly Growing

According to the industry on May 9, café franchises are continuously launching "cup bingsu" products designed for solo enjoyment. Mega MGC Coffee recently reignited the cup bingsu competition by introducing nine new summer menu items. The highlight is the re-release of the "Red Bean Bingsu Gelato Parfait," which was a major sellout hit last year. They have also newly added the "Matcha Gelato Red Bean Bingsu Parfait," in line with the current matcha trend. By combining gelato, red beans, rice cake, and cereal in a single cup, they offer both the texture of shaved ice and the satisfaction of dessert, all while keeping the price in the 4,000 won range.

Last year, this series was immensely popular, with 9 million units sold over just four months of the summer season. Some stores experienced sellouts due to running out of ingredients, and on social media, posts from part-time staff pleading, "Please stop ordering," gained attention.

Ediya Cup Bingsu (left) and Paik's Coffee Cup Bingsu. Ediya · The Born Korea

Competitors have also quickly jumped into the summer market. Paik's Coffee launched its "Whole Red Bean Cup Bingsu," featuring whole red beans and injeolmi (rice cake), about three months earlier than usual. Ediya Coffee introduced three varieties of cup bingsu using red bean, mango, and kadaif. Twosome Place released a "Snowflake Cup" concept product, while Dessert39, Cafe 1Liter, and others joined the competition with items featuring ube, yangzikanglu, and mango cheese.

While last year the market was dominated by lower-priced coffee brands, this year Starbucks has joined in. For the first time since entering the Korean market, Starbucks recently launched a cup bingsu-style beverage. Industry observers say that cup bingsu is evolving from a hit item for specific brands into a representative category for the summer season.

"Large Bingsu Feels Burdensome"... Consumption Habits Have Changed

The popularity of cup bingsu is closely related to changing consumption structures. According to the National Statistical Portal, single-person households exceeded 36% of all households in Korea last year. This naturally led to increased demand for small-portioned desserts that are easy to enjoy alone.

In the past, bingsu was mainly a "shareable dessert" enjoyed by groups. Recently, however, the trend is shifting toward individual consumption or choosing menu items to suit personal tastes. The growing sales of cake slices and mini desserts reflect this same trend.

Dessert39 cup bingsu (left) and Starbucks cup bingsu. Dessert39 and Starbucks Korea

The lower price point is another factor. While large bingsu at franchise cafés typically cost over 10,000 to 20,000 won, most cup bingsu are priced between 4,000 and 7,000 won. This makes them an affordable treat after lunch or an easy alternative to a drink.

The industry sees this as a result of rising demand for "cost-effective desserts." In the current high-cost environment, consumers are shifting not to cut spending altogether, but to seek "smaller and more reasonable satisfaction."

From Matcha to Mango to Kadaif... The Summer Formula Built by Social Media

The rapid spread of cup bingsu is also heavily influenced by social media. Because ingredients such as red beans, matcha, mango, granola, and injeolmi are layered in a transparent cup, the product is perfectly suited for photos and short-form video content.

Indeed, this summer’s new café offerings actively incorporate social media-trending ingredients like matcha, kadaif, ube, and yangzikanglu. The trend is shifting from simply eating bingsu itself to consuming new textures and visual experiences.

The industry views cup bingsu as evolving into a menu that blurs the line between drinks and desserts. Unlike coffee, where price competition is fierce, cup bingsu can be easily differentiated through toppings and ingredient combinations, naturally raising the average spend per customer.

Twosome Place cup bingsu (left) and Compose Coffee cup bingsu. Twosome Place · Compose Coffee

From a café’s perspective, operational efficiency is also improved. Unlike large bingsu, cup bingsu does not require special dishes or long stays, and existing beverage preparation workflows and freezer equipment can be used, making them well-suited for takeout and delivery.

Experts predict, "With hotter weather arriving earlier and single-person consumption becoming the norm, the launch of summer menus is happening sooner each year. This summer, competition over price, toppings, texture, and visual appeal—centered around cup bingsu—will become even more intense."

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