"Was This Delicious Treat Enjoyed Only by Koreans?"... The K-Dessert Captivating Japan

Popularity Spreads Through SNS in Japan
Targeting Young Consumers Amid the "Personalized Consumption" Trend

The dessert yogurt ice cream, which became popular in Korea, is now gaining popularity in Japan. Its lower calorie content compared to regular ice cream and the ability to customize it with a variety of toppings have attracted attention among younger consumers.

On May 18, Japanese food journalist Yamajiriya analyzed in a contribution to Yahoo Japan that “Yogurt ice cream, which gained popularity in Korea, is becoming a trend in Japan as it spreads through social networking services (SNS).”

Premium dessert brand Yoajeong (the standard of yogurt ice cream) yogurt ice cream. Yoajeong Instagram

Yogurt ice cream is drawing attention as it aligns with the so-called ‘healthy pleasure’ trend, where people enjoy managing their health in an enjoyable way. Although it is similar to regular ice cream, the perception of it as a healthy dessert has spread due to its relatively low calorie content. In Korea, yogurt ice cream became popular through social networking services (SNS) in 2024, especially among young women in their teens and twenties.

In fact, the Korean premium dessert brand Yoajeong (the standard of yogurt ice cream) has also entered Japan and is quickly expanding. After launching in Japan last year, Yoajeong reportedly operates more than eight stores in major cities such as Tokyo, Osaka, and Nagoya in just half a year.

A distinguishing feature of Yoajeong is that customers can add a variety of toppings to their yogurt ice cream, such as honeycomb, cookies, chocolate syrup, and various fruits. Among some consumers, a culture has developed in which people refer to topping combinations introduced by K-pop idols as their “favorite combo” and try to imitate them.

In particular, the wide range of toppings and the ability for customers to create their own combinations have strongly appealed to the SNS generation’s preferences. In fact, some stores offer as many as 45 types of toppings, including fruit, cereal, chocolate, and granola. Yamajiriya explained, “Just like with Malatang, Laksa (spicy Southeast Asian noodle dishes), or custom lunch boxes, there is a growing consumer trend of wanting to differentiate themselves with their own unique combinations. The ability to directly recreate combinations introduced by popular celebrities or influencers is also a key factor in its popularity.”

The business model is also considered highly scalable. The relatively simple operations allow stores to open even in small spaces, and adding toppings makes it easy to increase the average spend per customer. The potential for customers to return to create new combinations each time is also seen as a factor driving repeat visits.

Yamajiriya predicted, “While the trend is currently centered in urban areas, it is likely to spread across Japan in the future.”

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