Dessert Trends Changing at 'Super Speed'
Beware of Overseas Direct Purchase Food Buying and Business Boom
Following the dessert tanghulu, yogurt ice cream, and Dubai chocolate that caused a sensation in Korea, candy from Sweden is now gaining popularity.
Swedish candy gaining popularity on social networking services (SNS). [Image source=Screenshot from BUBS Instagram]
On the 22nd, numerous Swedish candy-related contents were posted on social media platforms such as YouTube and Instagram. These creators gathered various types of Swedish candy to taste and review them, or recorded eating sounds to produce ASMR content. Some videos have become so popular that they have surpassed one million views.
The Swedish candy in question is a dessert made by the Swedish dessert brand 'BUBS,' characterized by its unique flavors and soft, chewy texture. Swedish candy began gaining fame primarily on overseas TikTok. One TikToker filmed and posted a video of purchasing and eating this product at a candy specialty store in New York, USA, which led to increased attention as the video’s views rose. Currently, about 50 products are being sold, and notably, many of these products are vegan, containing no gelatin or animal-derived additives. Some YouTubers who have tried them left reviews such as "It’s like marshmallow," and "Although it’s called 'candy,' it doesn’t have the texture of candy at all."
These products are not yet officially sold in Korea. Most are purchased through overseas direct import, with 500g packages priced between 50,000 and 80,000 KRW. Despite this, direct import sellers handling these products have already sold out or raised prices.
Due to the high cost and difficulty in obtaining them, some content creators produce videos making Swedish candy themselves using gelatin or marshmallows, or recommend similar products available domestically priced around 2,000 KRW. Most of these videos have recorded high view counts ranging from hundreds of thousands to over one million.
Swedish candy gaining popularity on social networking services (SNS). [Image source=Capture from BUBS Instagram]
The popularity surge of Swedish candy resembles the Dubai chocolate craze. Some predict that the currently rising interest in Swedish candy will soon fade, replaced by new desserts. Therefore, caution is advised before hastily entering related businesses. According to the Ministry of the Interior and Safety, over 1,200 tanghulu shops opened last year, but only 77 opened this year. Meanwhile, the number of closed shops sharply increased from 72 last year to 397 this year.
Additionally, caution is necessary when purchasing overseas direct import foods. According to data submitted to Representative Park Hee-seung of the Democratic Party by the Ministry of Food and Drug Safety, the detection rate of harmful substances in overseas direct import foods reached approximately 10% over the past five years.
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