The Trend of Eating Small Portions Slowly 'Sosikja'
Experts Say "Sosik Trend Is Related to Health and Environmental Issues"
[Asia Economy Reporter Heo Midam] Recently, the trend of 'Sosik (small eating),' which involves enjoying small portions of food slowly, is gaining popularity. In the past, 'Mukbang (eating broadcasts)' featuring large amounts of food consumed at once were the trend, but as viewers grew tired of this, the trend has shifted. The distribution industry is also launching products with reduced weight to align with this trend.
Recently, a Sosik craze has been sparked by celebrities on broadcasts eating less or chewing their food slowly for a long time. Representative celebrities leading this craze include producer Code Kunst and broadcaster Park Sohyun. Code Kunst made headlines for having a meal with one sweet potato, and Park Sohyun attracted attention by drinking an iced vanilla latte as a combined breakfast and lunch. A new term, 'Sosikjwa,' was even coined to describe them.
Additionally, singer and actress Ahn Sohee appeared on a variety show and slowly chewed half an egg white for 2 minutes and 30 seconds, and broadcaster Ahn Hyunmo divided a single walnut pastry into four portions to eat.
This Sosik craze in the broadcasting world is a trend opposite to the past Mukbang craze. For several years, variety shows and YouTube featured broadcasts where hosts enjoyed large amounts of food that seemed difficult to finish at once. Also, it was common to see 'myeonchigi,' the act of slurping noodles like ramen or kalguksu without breaking them.
However, as interest in healthy living such as well-being and veganism has increased, and excessive food consumption by existing Mukbang YouTubers has caused viewer fatigue, the trend appears to be gradually changing.
In response, the distribution industry is actively utilizing the Sosik trend in marketing. Convenience store GS25 launched two products, 'Cheese Bulgogi Cupbap' and 'Chicken Mayo Cupbap,' on the 1st, with weight and price reduced by half. Both cupbap products weigh around 200g, less than half the weight of existing lunchbox menus, and are priced at the level of one kimbap roll. These products were created based on the Sosik trend.
Also, ice cream brand Natuur introduced mini-sized products for consumers who find the size of existing ice cream cakes burdensome. The 'Glace Tart Cake' is a mini ice cream cake with a diameter of 7 to 8 cm, about the size of an adult's palm.
Experts cite increased interest in health and the environment as the background for the popularity of the Sosik trend. Professor Lee Eunhee of Inha University's Department of Consumer Studies said, "Many have long regarded small eating as a secret to longevity," adding, "Especially nowadays, as obesity has become a serious issue, interest in healthy eating habits seems to have increased."
She continued, "Sosik is also related to 'minimalism,' which involves purchasing only the minimum necessary items," adding, "More people are buying and eating only the minimum amount of food or ingredients to avoid food waste for the sake of the environment."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
