Japanese Dessert Sales Soar
Alcohol Industry Races to Attract Sake and More
Japanese Products Gain Popularity, Led by the MZ Generation
Japanese brands are expanding their presence in the domestic market. Japanese desserts, which have entered Korea through local distribution channels, are enjoying continuous success, and even sake, which is experiencing shortages in Japan, has established itself in the Korean market. Japanese brands, which once struggled due to the spread of the 'No Japan' movement, are now seeing a resurgence as anti-Japan sentiment has subsided and more Koreans have traveled to Japan, leading to increased consumer desire to experience local products.
According to the food industry on July 26, Lotte Wellfood has been actively conducting cross-selling of products between the two companies through collaboration with the export division of Lotte Japan. On July 8, the popular Japanese Lotte ice cream 'Coolish Vanilla' was introduced in Korea as 'Seolleim Coolish Vanilla.' This marks the first time that a Japanese Lotte ice cream brand has been launched in Korea under the same brand name and specifications as in Japan.
In February, Lotte Wellfood imported the Japanese Lotte chocolate mini pastry snack 'Pie no Mi' and launched it in Korea as 'Pie Yulmae.' 'Pie no Mi,' a long-standing brand released in Japan in 1979, was brought to Korea after the recent surge in popularity of pastry-type desserts in the local market.
Directly Sourced Desserts Hit the Jackpot...Japanese Dessert Hotspots Enter Korea
hy launched the 'Hokkaido Cheese Cake Pudding' in February and the 'Hokkaido Choco Cake Pudding' in April. These products are known as 'must-have items' among Japanese travelers. By exclusively importing desserts that have been proven popular in Japan, hy surpassed cumulative sales of 100,000 units within two months of launch. As of now, cumulative sales have exceeded 300,000 units.
The Japanese donut specialty brand 'I'm Donut' also opened a store in Seongsu-dong. I'm Donut is a brand created by Chef Hirako Ryota, who runs the popular Fukuoka bakery 'Amam Dacotan.' In Tokyo and Fukuoka, it has become a famous spot where both locals and tourists line up. I'm Donut operates stores not only in Japan but also near Times Square in New York, making Korea its third global market. The brand is known for its soft and moist 'Fuwa Donut' and premium fillings.
Since May, 7-Eleven has formed a strategic partnership with Fujiya, one of Japan's leading confectionery companies, and has been releasing seasonal limited-edition products in Korea in sync with their launch dates in Japan. In December 2024, 7-Eleven introduced the world’s best-selling Japanese pudding product, 'Jersey Milk Pudding,' to Korea for the first time. Within five months, cumulative sales surpassed one million units, making it the top dessert in its category. 'Peko-chan Milky Caramel' also ranked second in the soft candy category. CU, operated by BGF Retail, exclusively launched the popular Japanese convenience store dessert 'Hokkaido Souffle Pudding' this month, limited to 160,000 units.
Expanding Sake Lineups...Japanese Beer Makes a Glamorous Comeback
The alcoholic beverage industry is also accelerating efforts to attract Japanese brands.
On July 14, HiteJinro introduced four types of the Japanese premium whiskey 'Fuji' series to the Korean market for the first time. Adding to the two types imported last year?'Fuji Sanroku Signature Blend' and 'Fuji Single Malt Whiskey'?the lineup now consists of six varieties. Last month, the company also began importing 'Miyakanbai,' a sake from the renowned Kanbai Brewery in Miyagi Prefecture, Japan. This premium sake is so popular that it is in short supply even in Japan.
Japanese beers, once shunned as a symbol of 'No Japan,' are now launching aggressive marketing campaigns. M's Beverage, which imports and distributes Sapporo and Yebisu beers, has strengthened its brand repositioning by appointing Choi Yeonmi, a marketing expert with over 20 years of branding experience in the food service and consumer goods industries such as SPC and Tim Hortons, as Chief Marketing Officer (CMO). Notably, Sapporo Beer opened its first overseas store in Seongsu-dong, Seoul. This store precisely replicates the concept of 'Sapporo Draft Beer Black Label The Bar' located in Ginza, Tokyo.
Lotte Asahi Liquor recently collaborated with Asahi Group companies across East Asia to appoint the girl group Blackpink as brand ambassadors for Asahi Super Dry. The company believes that leveraging Blackpink's popularity will allow it to expand its influence not only in Korea and other Asian markets but also in Europe and the United States. In Seongsu-dong, the company also operated an 'Asahi Travel Bar' pop-up store with a world travel theme.
Industry experts analyze that the recent increase in travel to Japan, driven by the weak yen, has led more Korean consumers to seek out products they became familiar with while abroad. In fact, during the first half of this year, the number of Korean tourists visiting Japan reached 4,783,455, a 7.6% increase compared to the same period last year (4,442,111). At this rate, the number of Koreans visiting Japan last year, about 8.8 million, will be surpassed, and the annual figure could reach 10 million.
An industry insider explained, "Demand for Japanese products is rapidly increasing, especially among the MZ generation, who have significant experience traveling to Japan. In the past, Japanese brands were cautious due to the impact of the No Japan movement, but now they are actively re-entering the Korean market."
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