Aha Trend Search Data Results
Tanghulu Brand Search Volume Down for Two Consecutive Months
"The Season for Bungeoppang, Hotteok, and Roasted Sweet Potatoes Has Arrived"
'Tanghulu' and 'Malatang,' which have become so popular among the MZ generation that they raise health concerns, are losing ground this winter to traditional Korean snacks like Bungeoppang, Hoppang, and roasted sweet potatoes, known as the "true champions."
Carp Bread Calories
According to Aha Trend, a search data analysis company, the search volume for Tanghulu brands in October 2023 decreased by 43% compared to September. This survey compared search data from 4,500 food franchise businesses registered with the Fair Trade Commission.
Tanghulu specialty stores have sprung up rapidly over the past year. Among them, 'Wangga Tanghulu,' which holds the highest search volume, saw an explosive interest with its search volume increasing 34 times in just nine months. Other brands that entered the market later also attracted significant attention.
However, interest in Tanghulu brands appears to have waned after peaking in July and August. The monthly search volume for Tanghulu brands had been rising sharply until July, reaching a peak of 677,000 searches in August, then experiencing its first decline to 578,000 in September. In October, the number dropped significantly to 328,000, a sharp decrease from the previous month.
Looking at the decline rates by brand, the order was ▲Wangga Tanghulu (-47%) ▲Wang (王) Komine Tanghulu (-47%) ▲Boseok Tanghulu (-40%) ▲Hwangje Tanghulu (-36%) ▲Daedanhan Tanghulu (-22%) ▲Hama Tanghulu (-6%).
Decline in Malatang Popularity Following Tanghulu
Although not as steep as Tanghulu, Malatang, which was thought to have become a steady seller, is also losing its former popularity.
Among the surveyed franchises, the search volume for 52 Malatang brands in October decreased by 20% compared to the same month last year. In comparison, the search volume for 99 other Chinese restaurant brands dropped by 5%, and the overall food franchise brands saw a 6% decrease during the same period, highlighting the more pronounced decline among Malatang brands.
Examining the search trends of major Malatang brands by type, the decreases were ▲Pishu Marahongtang (-49%) ▲Lahuakungbu (-45%) ▲Lakungfu Malatang (-39%) ▲Tanghwa Kungfu Malatang (-31%) ▲Sorim Mara (-25%) ▲Mara Gongbang (-24%) ▲Mara Holic (-22%) ▲Rahongbang Malatang (-12%) ▲Hyangriwon Malatang (-11%) ▲Chunri Malatang (-5%).
"Everyone carries about 3,000 won in their heart... for Hotteok"
The reason for the fading popularity of foods like Tanghulu and Malatang, which once caused a sensation, is that as winter approaches, foods known as the "true champions" are capturing the taste buds of citizens on the streets.
The so-called "true champions" are winter snacks that Koreans have long enjoyed, such as roasted sweet potatoes, Hotteok, Bungeoppang, and Hoppang.
Netizens responded with comments like, "Tanghulu can never beat Bungeoppang," "Don't eat hard things in the cold and get hurt; eat warm snacks," and "I carry cash because of Hotteok."
An Aha Trend official who conducted the survey said, "Food trends are changing very rapidly. This is especially true for dining brands mainly sought after by teenagers and people in their twenties. When you look at these industries and brands that are said to be trending, many have already peaked. Self-employed people considering franchise registration should be careful not to follow trends blindly and end up being late to the game."
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