"The Combination Korean Idols Used to Eat"

▶South Korea’s Rising ‘Yogurt Ice Cream’ Lands in Japan
▶Captivating the Taste Buds of Millennials & Gen Z via SNS and K-Pop
▶Repeat Visits Increase with Choose-Your-Own Toppings
▶Expanding ‘Healthy Pleasure’ Trend

※Photo by Jae Hyun Park in front of 'Yoajeong' store in Korea Town, Shinjuku, Tokyo, Japan.

The yogurt ice cream dessert that became popular in Korea is now gaining popularity in Japan. Its lower calorie content compared to regular ice cream, along with the ability to customize it with a variety of toppings, is drawing attention among young 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 now trending in Japan as it spreads through social networking services (SNS)."

Yogurt ice cream is also in the spotlight as it aligns with the so-called 'Healthy Pleasure' trend of enjoying health management. Although it is similar to regular ice cream, the perception of it as a healthy dessert is spreading due to its relatively low calorie content. In Korea, it became popular on social networking services (SNS) in 2024 and was particularly trendy among young women in their teens and twenties.

In fact, Korea's premium dessert brand Yoajung (the standard of yogurt ice cream) has also entered the Japanese market and is expanding rapidly. After launching in Japan last year, Yoajung is reported to be operating more than eight stores in major Japanese cities such as Tokyo, Osaka, and Nagoya within just half a year.

A unique characteristic of 'Yoajung' is that it allows customers to add a variety of toppings, such as honeycomb, cookies, chocolate syrup, and assorted fruits, to their yogurt ice cream. Among some consumers, the culture of following so-called "favorite combinations" introduced by K-pop idols is also spreading, with many imitating these topping choices.

In particular, the ability for customers to create their own combinations using a wide range of toppings has resonated with the preferences of the SNS generation. In fact, some stores offer as many as 45 different toppings, including fruits, cereals, chocolate, and granola. Yamajiriya explained, "There is a growing trend among consumers to seek out unique combinations that differentiate themselves from others, similar to the customizations seen with malatang, laksa (spicy Southeast Asian noodle soup), and personalized lunch boxes. The opportunity to replicate combinations introduced by their favorite celebrities or influencers is also a key factor behind its popularity."

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From a business structure perspective, the model is considered highly scalable. The relatively simple operation allows stores to open even in small spaces, and the addition of toppings makes it easy to increase the average transaction value. Furthermore, since customers can create a different combination each time, the likelihood of repeat visits is also considered high.

Yamajiriya predicted, "While the trend is currently centered in urban areas, it is likely to spread throughout Japan in the future."