Summer has arrived.
As summer comes earlier, coffee franchise brands are rushing to launch 'single-serving cup bingsu' products.
In particular, MGC Coffee's 'Patbing Gelato Parfait' and 'Mangbing Parfait'
have become extremely popular, with cumulative sales exceeding 500,000 units just one month after launch.
These products use milk bingsu as a base,
and each is topped with ingredients such as gelato-style sweet red beans, mixed cereal, rice cake, mango, coconut chips, and whipped cream.
As 'value-for-money bingsu,' they are sparking a trend among the MZ Generation (Millennials + Generation Z) on social media, where people are sharing photos of their purchases. The price is 4,400 KRW.
On social media, part-timers have posted complaints such as "Please stop ordering" and "After making so many, the tears make it salty. (So customers won't order) It's not tasty," but these posts have gone viral as memes, leading to an even bigger craze and frequent sell-outs.
Short videos about 'Cup Bingsu,' which is causing a sold-out frenzy along with part-timers' complaints, are being uploaded on YouTube. YouTube.
원본보기 아이콘EDIYA and Compose Coffee also offer similar 'single-serving cup bingsu' products.
Compose Coffee: 'Patjeolmi Milk Shake' launched in 2021 and has recently seen rapid growth.
EDIYA Coffee: Four new single-serving bingsu varieties, including 'Chodang Corn,' 'Red Bean Injeolmi,' and 'Mango Granola,' have also been released.
Why are they so popular?
- Value for money in the 4,000 KRW range
- Visually appealing and perfect for photos
- Ideal size for solo consumption
Industry strategy: Franchise brands say that price increases are inevitable due to rising raw material costs,
but they are minimizing price hikes by introducing mini-sized products.
Above all, as consumption polarization intensifies, companies are releasing products that fit the value-for-money trend to compete with premium offerings.
The Apple Mango Bingsu at The Shilla Seoul Hotel is a whopping 110,000 KRW! Despite the price, it is reportedly fully booked.
'Value-for-money' vs 'high-end'?the bingsu market is also showing clear signs of consumption polarization.
As summer arrives earlier, franchise brands' 'affordable single-serving cup bingsu' are gaining popularity. DALL·E 3｜Graphic by Inwook Kim
원본보기 아이콘Bingsu market growth: From 300 billion KRW in 2018 to over 500 billion KRW in 2020
With delivery services thriving and summers getting longer, it's no wonder franchise brands are jumping into the bingsu competition at full speed.
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Reporter Han Yeju dpwngks@asiae.co.kr
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Edit Kim Inwook kiminuki@asiae.co.kr
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