Exotic snacks from countries such as Morocco, the UAE, and Sweden are gaining traction among South Korean consumers, as retailers respond to the demand for unique flavors by introducing products from previously overlooked markets.
Swedish candy, in particular, has become a hit on social media platforms like YouTube and TikTok. Despite its name, the candy is more like a chewy marshmallow or gum, with some consumers referring to it as “Swedish jelly.” The treat is expensive, with 250-500g packages selling for 50,000 to 80,000 won ($37 to $60) in South Korea. Currently, it is only available via overseas direct purchases. Social media users are sharing tips on where to find the candy at lower prices or how to recreate its taste and texture at home.
Convenience store chain GS25, operated by GS Retail, plans to offer Swedish candy in limited quantities later this month due to its growing popularity. Meanwhile, rival chain CU has introduced German brand Katjes’s jelly as a more affordable alternative.
“Consumer interest in products gaining popularity on social media is growing,” said Lee Kwan-bae, managing director of GS Retail’s processed foods team. “We aim to go beyond just following trends by developing products that add extra value and increase consumer satisfaction.”
South Korea’s dessert market has seen a series of international snack trends that rise in popularity only to fade quickly. Last year, the Chinese snack tanghulu was a hit, and this summer, Dubai chocolate from the Middle East surged in popularity. Now, Swedish candy appears poised to take the spotlight.
Experts trace the rise of foreign snacks in South Korea back to the early 2010s, when social media platforms like Facebook and Twitter became more prevalent. Young consumers, in particular, have been eager to try and share new offerings.
For example, honeycomb ice cream from Japan’s Kyushu region briefly gained popularity in 2013 before disappearing amid concerns about the paraffin content in honeycombs. In 2014, churros from Spain became popular around university districts, followed by Taiwanese castella cake in 2016, which lost favor after it was revealed that some versions used cooking oil instead of butter.
In 2018, brown sugar bubble tea from Greater China attracted attention, but its popularity waned after it was revealed that a single cup contained as many calories as a bowl of rice. The same trend occurred in 2019 with the rise and fall of fresh fruit juices, which lost appeal amid concerns about high sugar content.
A representative from the Korea Food Service Industry Research Institute noted that desserts have a universal appeal and can easily incorporate new flavors, making them key drivers of foreign food trends in South Korea. “The country’s long-standing meal culture centered around rice has allowed for a strong embrace of international dessert offerings, which continue to cycle through the market,” they said.