[Passing Fad Era]③"Strawberry Cream and Kadaif... Scalability of Trends in Focus"

Interview with Jeong-Hoon Moon, Professor at Seoul National University on Food Trends

"Duzzonku, Mala, and Matcha: Scalability in Taste and Flavor"

"'Dujjonku (Dubai Jjondeuk Cookie)' was all the rage for a while, but now it's fading away. However, the use of kadaif to create a crispy texture has laid the groundwork for this to become a sort of 'trend' in itself."

Professor Moon Junghoon, Department of Agricultural Economics and Social Sociology at Seoul National University and Director of the Food Business Lab, explained the difference between a 'passing fad' and a 'mid-to-long-term trend' in an interview with The Asia Business Daily on May 4. He emphasized that even if a food trend generates an explosive craze, it does not necessarily lead to a sustained trend that impacts the food industry in the mid-to-long term.

Professor Moon Junghoon, Department of Agricultural Economics and Social Sociology, Seoul National University, and Director of the Food Business Lab

Professor Moon said, "The origin of Dujjonku was actually Dubai chocolate. It was there that the potential of using kadaif and pistachio paste was first demonstrated," and added, "With the emergence of Dujjonku, it became clear that texture and flavor could be successful in the market." He continued, "Once we realize that consumers like this kind of texture, it can be used in the next product planning," and predicted, "Soon, I expect to see a product that combines kadaif with strawberry cream, inspired by Dujjonku." In other words, the food item Dujjonku has the 'scalability' to spawn various variations.

Professor Moon also saw scalability in matcha, which has been enjoying global popularity since last year, and 'mala' (Chinese spicy sauce), which has been beloved in Korea for several years. He commented, "Mala has scalability in terms of flavor. It's not only used in malatang but can also be added to ramen," and added, "Matcha also has scalability in terms of color and flavor."

However, he analyzed that butter tteok (butter rice cake) has relatively limited scalability. He explained, "Instead of constantly looking for 'what's next,' food companies should think about how to apply what they've learned from using kadaif. That way, they can also solve inventory issues, such as raw materials purchased during the Dujjonku craze."

He advised that food manufacturers and restaurant businesses should take different forward-looking perspectives. Professor Moon said, "For restaurant businesses, creating a buzz is key, but if you mass-produce, the sense of rarity fades and interest inevitably drops," and added, "In the case of food manufacturers, steady production and the creation of a mass market are necessary."

Professor Moon further explained, "If you just say, 'This is popular, so let's do it,' you can't win. Anybody can recognize when something is trending in the market. After that, you need to think carefully about whether to jump in or not." He pointed out, "For large manufacturers, it's hard to generate buzz when launching a product, so the trend may have already ended. It takes several months just to set up a production line for mass production. Naturally, it takes a long time to prepare a new product." He continued, "Instead, you need to act from the perspective of whether you have the power to scale up and dominate the market. Those who prepare in advance will win," he emphasized.

About Professor Moon Junghoon

He received both his bachelor's and master's degrees from the Department of Agricultural Economics and Social Sociology at Seoul National University and completed his Ph.D. in Business Administration at the State University of New York. He is currently a professor in both the Department of Agricultural Economics and Social Sociology and the Department of Food Technology at Seoul National University, leading the Food Business Lab. Professor Moon publishes annual food trend reports forecasting the future of the Korean food industry and currently serves as an outside director for Maeil Holdings and Kurly.

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