Tanghulu, once a popular treat in South Korea enjoyed after meals, has seen a decline in its popularity. This Chinese snack, which consists of fruit coated in hardened sugar syrup, has gained a significant following among students from elementary to high school, leading to a surge in franchise stores. The Korea Fair Trade Commission reports that there are currently 17 franchises featuring Tanghulu on their business signs, and last year alone, eight new franchises were registered.

The front of a popular Tanghulu franchise store in Mapo-gu, Seoul. The store used to see lines forming even before opening hours; now, it stands deserted./Min Young-bin

However, the recent decrease in Tanghulu’s popularity has led many store owners to consider shutting down their businesses. According to the Ministry of the Interior and Safety, the number of Tanghulu store closures is increasing: 72 stores closed last year, and 76 had already closed by early May this year, surpassing last year’s total.

Online communities for self-employed individuals are now listing Tanghulu stores for sale. Many stores are in high-traffic areas, such as subway stations, schools, and university shopping districts.

One store owner said, “I didn’t expect the Tanghulu trend to end so quickly; it lasted only nine months. I put my store on sale to get the premium, but now I’ve given up. I’m just hoping the shop gets sold.”

The rising cost of fruit, the primary ingredient for Tanghulu, has further impacted these stores. Industry sources indicate that the price of Tanghulu ranges from 3,000 to 4,000 won, with the cost of fruit increasing by about 20%. For instance, the price of strawberries has jumped from 300 won to 500 won each.

A foreign tourist takes a picture of a Tanghulu on a Seoul street one afternoon in October 2023, during the height of the Tanghulu craze./News1

The snack’s declining popularity is also attributed to health concerns. A 38-year-old mother said, “My child loves strawberry Tanghulu and used to eat it often, but after hearing it could lead to diabetes, I stopped buying it. I believe childhood diabetes is more alarming than adult diabetes.”

The hot weather has also contributed. A 20s office worker said, “As the weather got hotter, the sugar outside the Tanghulu would melt, creating a sticky mess. This discomfort led me to opt for sugar-free alternatives, even in alcoholic drinks.”

Changing food trends among the youth, who initially propelled the Tanghulu craze, are also a factor. An industry insider said, “The 1020s, the primary consumers of Tanghulu, are now favoring yogurt ice cream. There are more yogurt ice cream vlogs than Tanghulu videos on YouTube, indicating a trend shift.”