Korean-style desserts are finding growing popularity among young consumers overseas, especially Millenials and Gen Z, fueled by the global Korean Wave and viral content on platforms like YouTube. In response, both traditional dessert makers and newer brands such as Yoajung, known for its yogurt ice cream, are actively expanding into international markets.
Japan’s Nikkei newspaper reported on April 7 that “Korea is becoming the hub of Asia’s dessert trends” in an article titled “Contention of a Hundred Sweets of Korea,” which introduces various Korean dessert companies. Among the featured brands is Boochang Jegwa, a walnut cake brand revived by actor Lee Jang-woo. Inspired by the original Gyeongju-based confectionery of the same name, the brand has gained popularity by adding modern twists to the nostalgic treat hodu-gwaja, such as a unique Bolivian salt flavor, drawing long lines of customers.
Boochang Jegwa currently operates in Shinsegae Department Stores in Gangnam, Daegu, Centum City, and at Starfield Suwon. A new store is set to open next month in Daejeon. The brand also plans to launch stores in major Japanese department stores and collaborate with a well-known Japanese lifestyle company. Longer-term plans include entering the U.S. and Vietnam.
SPC Samlip is pushing its traditional yakgwa snack in the U.S. market. After initially selling through Asian supermarkets, the brand successfully entered Costco last December. The first batch quickly sold out, and restocking is now underway. Hanwha Investment & Securities expects SPC’s yakgwa exports to the U.S. to increase by over 30% this year compared to 2024.
Industry experts say the growing popularity of Korean desserts comes from their blend of tradition and modern trends. Traditional treats like tteok, yakgwa, and bingsu are being reinvented with creative twists, making them more appealing to a wider audience. The global rise of Korean pop culture, from music and dramas to films, has also boosted interest in Korean food.
Social media has fueled the K-dessert boom, with one popular trend being "ggultteok cereal," where milk is poured over colorful rice cakes. This unusual combination went viral on YouTube and TikTok, sparking curiosity and excitement worldwide, much like the Dubai chocolate craze in Korea." This rising interest has boosted exports of rice-based desserts, with tteok made from rice flour seeing a 20% jump last year, especially in the U.S. and Europe.
Yoajung, a trendy yogurt ice cream brand that made waves in South Korea last year, is stepping up its global expansion. It opened its first overseas store at Ala Moana, Hawaii’s largest shopping mall, and has since launched locations in Australia, Hong Kong, and China. In China, a master franchise deal has been signed to accelerate its growth.
“The rise of Korean desserts started naturally as K-pop and K-dramas gained global traction,” said Moon Jung-hoon, professor of agricultural economics at Seoul National University. “But it’s still early. The door to new opportunities is just beginning to open.”
