The Sweet Treat Grandma Loved... Thanks to Bibi, Her Granddaughter Fell for It Too [Youth Report]

BIBI's 'Bamyanggaeng' Takes 1st Place
Features Addictive Lyrics
Yanggaeng Sales Also Rise Accordingly

"What I wanted to eat was the sweet chestnut yanggaeng, chestnut yanggaeng~"

Recently, singer BIBI's song 'Bamyanggaeng' has been gaining attention by ranking first on major music streaming platforms. The song, composed and written by singer Jang Kiha, features addictive lyrics such as "sweet, sweet, sweet chestnut yanggaeng, chestnut yanggaeng." As the song gained popularity, yanggaeng, once known as a "snack for the elderly," has emerged as a "hot snack" among the MZ generation (Millennials + Generation Z). Actual sales of yanggaeng have also significantly increased.

BIBI's 'Bamyanggaeng' Tops Major Music Platforms... AI Cover Videos Also Popular

[Image source='Bamyanggan' music video]

BIBI's song 'Bamyanggaeng,' released on the 13th of last month, ranked first on Melon, Genie Music, FLO, Naver VIBE, and other platforms as of the 8th. 'Bamyanggaeng' is praised for its rare waltz-style melody in popular music combined with BIBI's charming vocals, creating a unique addictive quality. Riding the wave of the song's popularity, the 'Bamyanggaeng Challenge' has also become popular. This challenge involves moving fingers that draw eyes, nose, and mouth to the rhythm of the 'Bamyanggaeng' song, with popular idols such as (G)I-DLE's Soyeon and LE SSERAFIM participating.

Moreover, AI cover videos have contributed to boosting the popularity of 'Bamyanggaeng.' These are contents created by training AI with the singer's voice to make it sound as if the actual singer is covering the song. Notably, the 'Bamyanggaeng' video synthesized with IU's voice surpassed 500,000 views.

Popularity of 'Bamyanggaeng' Song and Halmaennial Trend Drive Yanggaeng's Rise

[Image source=Getty Images Bank]

The popularity of the 'Bamyanggaeng' song combined with the Halmaennial trend has made yanggaeng a hot snack among the MZ generation. 'Halmaennial' is a portmanteau of 'halmeoni' (grandmother) and 'millennial,' referring to young people who enjoy traditional desserts.

Yanggaeng, characterized by its rustic appearance, used to be considered an old-fashioned snack favored by the elderly. Its sweet and soft texture made it suitable for seniors with weak teeth. However, as yanggaeng gained popularity recently, some cafes have introduced unique yanggaeng varieties using ingredients favored by younger consumers. Examples include milk tea yanggaeng, green tea yanggaeng, and raspberry yanggaeng. Ultimately, a snack that evoked nostalgia for older generations has newly emerged as a 'hip' snack for younger generations.

In fact, searching '#yanggaeng' on Instagram yields about 135,000 posts. Additionally, posts related to '#yanggaengclass,' typically conducted as one-day classes, exceed 5,000. Young people also share photos of their visits to handmade yanggaeng specialty stores through these posts.

Yanggaeng Sales Boom at Convenience Stores

[Image source=Getty Images Bank]

The popularity of the song 'Bamyanggaeng' has translated into actual yanggaeng purchases. From the release of BIBI's 'Bamyanggaeng' on the 13th of last month until March 6, sales of yeonyanggaeng (soft jelly yanggaeng) at four major domestic convenience store chains (CU, GS25, 7-Eleven, Emart24) increased by up to 100% compared to the same period last year. 7-Eleven saw a 100% increase in yeonyanggaeng sales year-over-year, and Emart24 experienced a 78% rise. GS25 and CU also recorded increases of 37.1% and 31.6%, respectively. Furthermore, on the fashion platform Ably, where the MZ generation is the main consumer base, yanggaeng transaction amounts in the last month increased fivefold compared to the same month last year.

Some view the popularity of yanggaeng as related to 'Ditto consumption.' Ditto consumption refers to purchasing products that celebrities have bought or that have appeared on social media. In an era where products and distribution channels have diversified, making quick choices difficult, many people try to reduce failure by following what others have already experienced. Professor Kim Nando of Seoul National University's Department of Consumer Studies selected 'Ditto consumption' as one of this year's top 10 trends.