"I Ate It During My Trip to Korea and Can't Forget It"... K-Desserts Go Viral in Japan via SNS

Bagel Craze Sweeps Japan... New Term 'Bagel Activity' Emerges
"Trends Among Korean MZ Generation Spread to Japan via SNS"

Bagels, which have gained popularity among the MZ generation (Millennials and Generation Z) in Korea, are now trending in Japan as well. As K-dessert trends rapidly spread through social networking services (SNS), they are attracting significant attention from young people in Japan.

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On April 25, Korea Agro-Fisheries & Food Trade Corporation (Kati) stated in its report "Korean Trends Gaining Popularity in Japan" that "the advancement of SNS has ushered in an era where trends are no longer confined to specific countries but spread globally." The report went on to say, "Among young people in Korea and Japan, cultural trends such as music content, so-called YouTube Shorts, and Instagram Reels are being consumed simultaneously."

The K-dessert currently trending in Japan is the bagel. Bagels have become so explosively popular that a new term, 'bagel activity,' has emerged. 'Bagel activity' refers to enthusiasts visiting bagel specialty shops or making bagels at home themselves.

Bagel specialty shops are rapidly opening in various parts of Japan. The report noted, "Iun Bakery in Shimotakaido, Tokyo, is a bagel specialty shop run by a Korean owner," and analyzed, "With customers now traveling from Japan to Korea for 'bagel activity,' opening a Korean-style bagel shop in Japan is a strategic choice."

The report added, "Visitors have said things like, 'I was delighted to find this shop because I couldn't forget the taste of the bagels I had during my previous trip to Korea,'" and explained, "In this way, the trend of 'bagel activity' in Japan is leading to travel to Korea, and even after returning to Japan, it continues to stimulate consumer interest in bagels."

Not only bagels, but also Korean-style desserts such as potato bread, towel cake, and salted bungeoppang have first become popular in Korea and then gained popularity in Japan via SNS. The report explained, "The recent SNS-driven dessert trend is that desserts popularized in Korea are being introduced to Japan and gaining popularity, especially among young women."

The report stated, "The number of travelers from Japan to Korea is increasing every year. There are quite a few people who recall the taste of foods they enjoyed during their trip to Korea even after returning to Japan," and added, "With the rising popularity of not only traditional Korean cuisine but also trendy and localized K-desserts and foods, demand in Japan for shops and foods that capture the authentic Korean atmosphere is expected to remain high."

In particular, the report pointed out that young people in Japan increasingly view Korea as the birthplace of the latest trends, stating, "They are highly attracted to products trending in Korea and are likely to respond sensitively."