GS25, Haengun Yakgwa Series... A Harmony of Traditional Snacks and Desserts

Launching Own Yakgwa Brand
Expanding to Over 20 Varieties by Year-End

Recently, the "Halmaennial" (Grandmother + Millennial) trend has been spreading among the MZ generation (Millennials + Generation Z), and GS25 has launched the Haengun Yakgwa series as a strategic product for the second half of this year.

A model is introducing Yakgwa donuts and Yakgwa cupcakes at GS25.
[Photo by GS Retail]

To develop differentiated yakgwa products, GS25 established a dedicated yakgwa research lab as a special team of product planners (MDs) and established a continuous collaborative product development process with supporters composed of employees in their 20s. The brand name Haengun Yakgwa conveys the pleasant feeling when eating sweet yakgwa, unexpected luck, and encouragement.

The newly introduced products are Yakgwa Donut and Yakgwa Cupcake. The Yakgwa Donut aims to harmonize the traditional snack yakgwa with the modern dessert donut. A special donut dough mixed with cinnamon powder and other ingredients is made, and finely chopped yakgwa is used as a topping to maximize the yakgwa flavor. To preserve the unique chewy texture, a manufacturing method that coats the surface of the product with jocheong (traditional Korean syrup) was introduced. Unlike the surface, the inside offers the chewy texture of a donut.

The Yakgwa Cupcake is completed by layering mini honey yakgwa, cinnamon cream, caramel cake sheet, and yuzu jam. The subtle spread of yakgwa flavor within the soft texture of the cake and the refreshing taste from the yuzu jam create an exquisite harmony. Two whole mini honey yakgwa pieces are topped on the very top. Customers can enjoy the original taste of yakgwa by eating the mini honey yakgwa separately or cut it finely and eat it with the cake, allowing for various tasting preferences. GS25 plans to expand the Haengun Yakgwa series to more than 20 products by the end of this year.