The Food Industry Turning Minty Green, Are You a True Mincho Fan?

How Long Will the Mint Choco Craze Last?

There is no right answer when it comes to food preferences. Although there is no right answer, taste is something that clearly divides people into likes and dislikes. For example, whether you pour sauce over sweet and sour pork or dip it (Bumeok vs Jjikmeok), whether you like your ramen noodles firm or soft (Kkodel vs Peojim), and so on. Debates over preferences such as the dipping sauce for sashimi (Chojang vs Ganjang) or the type of rice cake in tteokbokki (Milttok vs Ssaltetok) can go on endlessly.

Today, let's talk about the pinnacle of these debates: ‘Mint Choco’. The mint choco craze that started last year. It was thought to be a passing trend, but news of new product launches keeps coming. The clash between the Mint Choco fans, known as Minchodan, who love mint choco, and the anti-Mint Choco group, who dislike it to the point of denial, makes for quite an interesting story.

Differences in Positions Between Minchodan and Anti-Minchodan

Photo by each product's official website and official Instagram / Various mint chocolate items.

First, I asked some Minchodan acquaintances around me what the charm of mint choco was. The common keywords were ‘refreshing’ and ‘cool’. They said that the unpleasant feeling in their mouth somehow became clean and cool thanks to mint choco, and because it left less of a heavy aftertaste, they grew to like it.

On the other hand, the anti-Minchodan acquaintances had quite strong reactions. The dominant opinions were that it tastes like ‘toothpaste’ and that the combination of cool mint and chocolate actually left a heavy feeling, so they didn’t like it. Some even said they felt like they lost their sense of taste after trying it once.

The Minchodan enjoy the strong cooling sensation of mint flavor in their mouths, while the anti-Minchodan call mint choco ‘toothpaste taste’ and cannot understand why anyone would eat food that tastes like toothpaste. However, the food industry seems quite serious about capturing these Minchodan customers.

The Food Industry’s Moves

Products targeting a niche consumer group rather than the majority usually come out as ‘limited editions’. If the response to a limited edition product is not very good, it is either discontinued or changed. On the other hand, if it becomes a hit, the product is continuously produced and released, becoming a staple. That’s probably why products that make you wonder, “Who would buy and eat this?” often disappear without a trace.

(From the top left clockwise) IU, Kim Yeon-koung, Lee Dong-wook, Taeyeon, Ansan, known as the 'Mincho-dan'.

However, recently released mint products have sparked hot reactions like sold-out crazes right after launch, becoming precious items. The influence of Minchodan is expanding from milk, snacks, and various desserts to alcoholic beverages like soju and beer. It is no exaggeration to say that a mint festival is underway in the food industry.

Last July, Orion revealed a welcome kit exclusively for Minchodan and held a mint choco product purchase certification event. Beyond simple product launches, some brands are leading the way in securing loyal fan bases among Minchodan customers who love mint choco. Also, phrases like “Are you Minchodan?” have become memes, creating a sense of belonging among Minchodan themselves.

Photo by each product's official website and official Instagram

Mint choco is not just a ‘fad item’ that shines briefly and disappears. Rather, it is accepted as a legitimate area of taste, like green tea or chocolate enthusiasts. It started with relatively safe items like ice cream and snacks, but now the Minchodan domain is expanding infinitely to mint choco donuts, beverages, and even injeolmi (rice cake). Some products even distinguish between those for mint choco beginners and those for ‘true’ Minchodan, allowing consumers to choose accordingly.

Vanilla, chocolate, strawberry, and green tea are no longer new flavors. Perhaps the golden age of mint choco has finally arrived. Although opinions on mint choco-flavored foods are currently divided, people’s tastes and preferences inevitably change. Someday, a situation where many people ‘minmyeodeun (immerse themselves in mint choco)’ might occur.

As the power of Minchodan grows stronger, perhaps a product that captivates both Minchodan and anti-Minchodan alike will appear among us.