"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 dessert yogurt ice cream, which became popular in South Korea, is now gaining traction in Japan. Its lower calorie content compared to regular ice cream, and the ability to customize with a variety of toppings to suit personal preferences have attracted attention among the younger generation.

On May 18, Japanese food journalist Yamajiriya analyzed in a column for Yahoo Japan that "Yogurt ice cream, which gained popularity in South Korea, is now trending in Japan as it spreads through social networking services (SNS)."

Yogurt ice cream has drawn attention in conjunction with the so-called 'healthy pleasure' trend of enjoying healthy habits. While it is similar to regular ice cream, the perception that it is a healthier dessert due to its comparatively lower calorie content is spreading. In South Korea, it went viral on social networking services (SNS) in 2024, becoming especially popular among women in their teens and twenties.

In fact, the premium South Korean dessert brand Yoajeong (the standard of yogurt ice cream) has also entered the Japanese market and is expanding rapidly. Since launching in Japan last year, Yoajeong has reportedly opened more than eight stores in major cities such as Tokyo, Osaka, and Nagoya in just about six months.

Yoajeong stands out for allowing customers to add a variety of toppings to their yogurt ice cream, such as honeycomb, cookies, chocolate syrup, and assorted fruits. Among some consumers, the trend of recreating so-called "favorite combinations" introduced by K-pop idols is also spreading.

In particular, the fact that customers can mix and match various toppings however they like has resonated with the SNS generation. In fact, some stores offer as many as 45 different toppings, including fruits, cereal, chocolate, and granola. Yamajiriya explained, "There is a growing consumer trend toward wanting unique combinations that set them apart from others, similar to mala-tang, laksa (a spicy Southeast Asian noodle dish), and custom lunchboxes," adding, "The appeal also lies in being able to recreate combinations introduced by favorite celebrities or influencers."

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From a business structure perspective, yogurt ice cream shops are considered highly scalable. Their 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 each visit can offer a different combination, there is a high likelihood of repeat customers.

Yamajiriya predicted that "While the trend is currently centered around urban areas, there is a possibility that it will spread throughout Japan in the future."