"Brings Back Memories"... 'Eoreuni' Searching for Nostalgic Snacks

With More Home Drinking During Stay-at-Home, Middle-Aged Seek 'Old-Fashioned' Snacks as Side Dishes
Matdongsan Sold 37 Million Packs Last Year
Ojingeo Peanut Sales Up 15%

Wakle, Taeyang-ui Mat Sun, Chicken Pop, and Other Discontinued Products Reissued

[Asia Economy Reporter Seungjin Lee] "Wow, this snack still exists?"

Mr. Kang Hyun-woo (alias), in his 40s, recently visited a convenience store and was delighted to see a snack he enjoyed in his teens and twenties, quickly grabbing it. Normally, he would only occasionally eat snacks bought by his children, but with more days spent drinking beer lightly at home due to COVID-19, he has increasingly purchased snacks as accompaniments. Kang said, "When buying snacks, I tend to look for the ones I ate when I was young."

Adults Deeply Into Snacks

Due to the impact of COVID-19, snack consumption has increased not only among the main consumers in their teens and twenties but also among middle-aged and older adults over 40. With fewer company dinners and more home drinking ('homsul') and small-scale leisure activities like hiking, people have been reaching for snacks more often. In particular, the popularity of long-established snacks that evoke nostalgia is rising, increasing the number of adults hooked on snacks.

According to the confectionery industry on the 8th, sales of long-established snacks significantly increased last year. For example, Haitai Confectionery's 'Matdongsan,' launched in 1975, sold about 37 million bags last year. Orion's representative long-established snack 'Ojingeo Peanut,' released in 1976, recorded sales of 57.4 billion KRW last year, a roughly 15% increase compared to the previous year. These products showed higher sales growth rates even amid the overall increase in snack consumption due to COVID-19 last year, with consumption by middle-aged consumers who prefer familiar tastes playing a significant role.

‘Yeonyanggaeng’ Popular Amid Rising Number of Hikers

Haitai Confectionery's 'Yeonyanggaeng,' Korea's first snack, saw increased sales last year thanks to the growing hiking population amid COVID-19. A Haitai Confectionery official explained, "Last year, as more middle-aged people enjoyed personal leisure activities like hiking, the number of people seeking Yeonyanggaeng as a snack also increased."

In addition, various long-established snacks received great love last year. Nongshim's 'Gogumakkang,' launched in 1973, saw a 39% sales increase compared to the previous year. 'Gamjakkang' and 'Kkul Kkwabaegi,' both launched in 1972, increased by 20% and 10%, respectively. Lotte Confectionery's 'Chaltteok Ice' saw a 40% sales increase last year despite the longest rainy season, influenced by the growing number of people seeking 'old-fashioned flavors.'

"Please Re-release the Snacks We Ate as Children"

The love for snacks among middle-aged consumers has also led to the re-release of discontinued products. Orion re-launched 'Wakle' on the 5th after 15 years of discontinuation. More than 150 consumer requests to re-release Wakle were received last year through Orion's official website, social media, and customer service. Most of these consumers experienced Wakle in their teens and twenties. Previously, other products discontinued over a decade ago, such as 'Sun of the Sun,' 'Chicken Pop,' and 'Baebae,' also returned due to consumer demand.

The confectionery industry expects adults' love for snacks to continue for the time being. An industry official said, "Last year, due to COVID-19, middle-aged consumers who had distanced themselves from snacks had the opportunity to reconnect with them," adding, "With the continuation of home drinking and hiking trends, consumption by those recalling childhood memories is expected to persist."