[Report] "I Fell for This Small Snack" Yakgwa Captivating the Taste of the MZ Generation

Crispy Texture at an Affordable Price
Spread Ice Cream or Dip in Coffee
'Yakgwa Marketing' Active in Distribution Industry

"Who would have known that Jesa food would sell this well?"

On the 17th, a merchant in his 50s met at 'Gwangjang Market' in Jongno, Seoul, said this in response to a question about whether young people have been buying a lot of Yakgwa recently. Mr. Park explained, "I have been doing business at Gwangjang Market for 27 years. These days, Yakgwa sells well, so we display it right in front of the stall." Another merchant in his 40s, who was also selling Yakgwa displayed near the store entrance, said, "Yakgwa is selling well. Many young people buy it."

Even while the reporter was talking with the merchants, young people who appeared to be in their 20s and 30s purchased Yakgwa. Hyunhee Park (27) said, "I came because I thought there would be various kinds of Yakgwa in the market." Some citizens found this scene interesting. Mr. Choi, a man in his 60s, clicked his tongue and said, "It's quite a strange sight. Do people these days really buy Yakgwa like that?"

Yakgwa being sold at Gwangjang Market in Jongno, Seoul. According to the vendors, most customers looking for yakgwa are in their 20s to 30s. Photo by Han Seung-gon

In fact, the popularity of Yakgwa among young people is not a recent phenomenon. Last year, on social networking services (SNS) such as Twitter and Facebook, posts and videos about Yakgwa started to appear, calling it the so-called 'Halmanial (Grandmother + Millennial)' dessert, sharing various ways to enjoy Yakgwa and recommending delicious Yakgwa shops. Most responses were positive, saying things like "Is our traditional snack really this delicious?" and "The price is cheap."

Yakgwa is a traditional Korean confectionery, with recipes recorded in old cookbooks such as the women's lifestyle encyclopedia Gyuhap Chongseo. It is made by mixing flour with sesame oil, then adding honey and alcohol, kneading the dough, stamping it on a tray, and frying it in oil. In the past, because oil and honey were rare and even considered medicinal, the name 'Yak' (medicine) was attached. Depending on the type, Yakgwa is not very sweet, has less stickiness, and has a crispy texture. The price is also reasonable, around 5,000 won.

Young people in their 20s and 30s enjoy Yakgwa in various ways. Some eat it as a dessert by topping vanilla ice cream or coffee with Yakgwa, while others spread honey on Yakgwa before eating. Sohee Lee (24), whom the reporter met near a convenience store in Jongno that day, said, "Yakgwa is already recognized as a 'delicious dessert' among young people," adding, "It's just easy to eat. I also post it on Instagram to show off." Another office worker in his 30s, Mr. Choi, said, "It's good to eat when you're a bit hungry," and added, "It also gives a certain feeling of fullness."

Capturing the MZ Generation Hooked on Yakgwa... Convenience Stores, Cafes, Hotels, 'Yakgwa Marketing'

As Yakgwa's popularity among the MZ generation grew year by year, the distribution industry also began to respond actively. According to CU, the 'Neighbor Tongtong Yakgwa Cookie,' launched in collaboration with a popular cafe in the Apgujeong Rodeo area of Seoul at the end of March, sold out 100,000 units prepared within five days of release. The cumulative sales volume reached 700,000 units within a month after launch. The sales proportion by age group was 40.9% for people in their 20s and 42.2% for those in their 30s.

Also, GS25 introduced its own Yakgwa brand 'Haengun Yakgwa' earlier this month. To develop the Haengun Yakgwa brand, GS25 established an MD organization called the 'Yakgwa Research Institute' and is collaborating with 'MD Supporters' composed of employees in their 20s. Paris Baguette launched 'Yakgwa Tart,' and Dunkin released 'Honey Glazed Yakgwa.' The donut brand Noted collaborated with the traditional dessert brand 'Mannadang' to sell 'Royal Court Yakgwa Scones' as a limited edition in January and February.

Web promotional material for the 'Gyeongbokgung Saenggwabang' event. It is gaining popularity with consecutive sold-out records.

Yakgwa has also appeared in hotel bingsu (shaved ice desserts). Seoul Dragon City included Yakgwa as a side menu in its classic bingsu sold until the end of August. JW Marriott Hotel Seoul introduced 'Mugwort Cream Bingsu' on the 10th, which contains mugwort along with Omegitteok and Yakgwa. Cultural programs featuring Yakgwa are also gaining popularity. The 'Gyeongbokgung Saenggwabang' event, where visitors can enjoy Yakgwa that kings ate in the palace, sold out all three sessions last year.

Experts analyze that the reason Yakgwa continues to be popular among the MZ generation is due to its perception as a luxurious dessert. Professor Eunhee Lee of Inha University's Department of Consumer Studies said, "Although Yakgwa is produced in factories, there is a basic perception that it is handmade." She added, "Because of this, young people who enjoy desserts tend to prefer luxurious Yakgwa, which is also perceived as a dessert that does not harm health, leading to its popularity." She further explained, "Yakgwa is easy to carry, and young people enjoy it in their own ways and post about it on Instagram. There are many elements that young people like."