"Yakkwa with Plenty of Fresh Cream"... 20s and 30s Deeply Into 'Halmaennial Dessert'

Fierce Buying Competition for Traditional Snacks Like Yakgwa
Sharing 'Best Restaurant Lists' and 'Perfect Combinations' via SNS
"Taking 인증샷 and Displaying on SNS... A Kind of Play Culture"

The number of people in their 20s and 30s who prefer traditional Korean snacks is increasing. [Image source=Pixabay]

[Asia Economy Reporter Park Hyun-joo] Preferences for traditional Korean snacks are increasing, especially among people in their 20s and 30s. This trend is called 'Halmaennial' (Grandmother + Millennial) desserts, referring to a preference for the tastes of the grandmother generation.

The industry sees that the retro craze has led to more consumers seeking old-fashioned items, bringing traditional snacks into the spotlight. Traditional snacks evoke nostalgia for older generations and offer a unique experience for younger generations, according to analysis.

The popularity of traditional snacks can be confirmed on social networking services (SNS). On Instagram, posts tagged with 'halmaeipmat' (grandmother's taste) number about 44,000. Posts tagged with 'yakgwa' and 'yanggaeng' reach approximately 57,000 and 112,000 respectively.

In particular, yakgwa has recently become a popular dessert among people in their 20s and 30s. On YouTube and SNS, lists of yakgwa specialty stores, reviews, and so-called 'honey combinations' that make yakgwa taste better are shared. According to these sources, grilling yakgwa in a waffle iron provides a crispy texture. Also, microwaving yakgwa for about 10 seconds and topping it with vanilla ice cream or whipped cream creates 'K-brownie' or 'yakpogato' (yakgwa affogato).

Baek, a 20-something office worker, recently joined the 'yakgwa craze' after a recommendation from a famous mukbang YouTuber. "I wasn't originally a fan of yakgwa," he said, "but after seeing a mukbang YouTuber eat yakgwa topped with whipped cream, I wanted to try it myself."

Experts believe the increased preference for traditional snacks among young people is linked to the 'health trend.' Professor Lee Eun-hee of Inha University's Department of Consumer Studies said, "The MZ generation (Millennials + Generation Z) values 'self' the most, so even if it's expensive, they tend to look for nutritious and healthy options." She analyzed, "Traditional snacks like rice cakes have better nutritional content than newly introduced desserts, which is why they are popular among young people."

Professor Lee added, "Traditional snacks stimulate nostalgia like 'grandmother's homemade taste,' providing consumers with 'healing.'" She analyzed that the 20s and 30s generation, weary from harsh realities, find emotional comfort through relatively familiar foods.

Intense consumer competition is taking place at traditional snack shops well known on social networking services (SNS).
[Image source=Pixabay]

Fierce purchasing competitions sometimes occur to buy traditional snacks. Buying traditional snacks at famous specialty stores has become as competitive as ticketing for popular idol concerts, giving rise to new terms like 'yakticketing' (yakgwa + ticketing) and 'tteokticketing' (tteok + ticketing).

Professor Lee views the consumption competition among people in their 20s and 30s for traditional snacks as a form of 'experience consumption.' He explained, "It is a consumer psychology to personally visit and experience popular products that become issues on online communities or SNS." He analyzed, "It can also be seen as a kind of 'treasure hunt' play culture seeking rarity." He added, "(People in their 20s and 30s) enjoy going to famous dessert shops, trying the food, taking photos, and posting them on SNS, enjoying the display."

As preferences for traditional foods increase, related industries are introducing dessert menus using traditional ingredients such as corn and black sesame. Paul Bassett launched 'Chodang Corn Ice Cream' and 'Chodang Corn Ice Cream Cafe Latte' featuring Chodang corn and Sangha Farm ice cream. Tous Les Jours released 'Chodang Corn Cake' and 'Whole Corn Soboro.' Additionally, Cafe Bene introduced four new types of shaved ice using black sesame and Chodang corn.