"I Understand Why Koreans Have a Separate Stomach for Dessert"... K-Desserts Captivate Japanese Women

K-Desserts Gain Popularity Among Young Japanese Women
Sensuous Dessert Visuals... "Perfect for Taking Photos"

K-desserts are gaining popularity among young women in Japan, emerging as a new Korean Wave trend. The uniquely stylish visuals of Korean desserts have been creating a buzz on social networking services (SNS), sparking consumer curiosity and leading to increased visits and purchases at offline stores.

Korean bakery Lee Eun Bakery opened a store in Tokyo, Japan. Lee Eun Bakery Instagram

Recently, the Korea Trade-Investment Promotion Agency (KOTRA) released a report titled "The K-Sweets Craze Spreading in Japan," stating, "Korean desserts and snacks, which offer both visual appeal and deliciousness, are becoming popular mainly among young female consumers in Japan." Sweets refer to sweet dessert foods such as cakes and candies.

The report noted, "Korea's unique caf? culture and stylish desserts are capturing the attention of Japanese consumers, and are now being recognized as a cultural content beyond simple snack consumption." It added, "In particular, Korean sweets that emphasize photogenic visuals are optimized for SNS sharing, and when combined with Japan's 'take a photo before eating' culture, they are rapidly gaining recognition."

The report further analyzed, "Another factor supporting the popularity of K-sweets is the increased demand for unique desserts that offer new experiences and stimulation in the Japanese market, where dining out and caf? consumption have been recovering since the COVID-19 pandemic."

Representative K-desserts gaining attention in Japan include Korean-style bagels, Krungji (croissant nurungji), and potato bread. The report explained, "Korean-style bagels are characterized by a crispy exterior, chewy interior, large size, and a variety of fillings," adding, "Their mild flavor and high satiety set them apart from traditional Japanese bagels."

Regarding Krungji and potato bread, the report stated, "These are hybrid desserts combining the textures of croissants and nurungji, and are recognized as unique desserts that appeal to the preferences of young Japanese consumers who value crispiness." It continued, "Potato bread, unlike other sweets that focus mainly on sweetness, is also gaining attention as it can be eaten as a meal substitute, making it a product that blurs the line between snack and meal."

Potato bread brand Gamjabat's Japanese potato bread brand Gamjabat's Yokohama store and Shinjuku popup. KOTRA

The K-dessert craze in Japan is also fueled by visually appealing elements that are ideal for sharing on SNS. The report analyzed, "Young Japanese consumers are exposed to new Korean dessert trends in real time via SNS, and they embrace these trends by directly experiencing them at local stores or by consuming similar products in Japan." It added, "Notably, there is a growing number of cases where online buzz translates into offline store visits and purchases, leading to the assessment that K-sweets represent a relatively sustainable consumption trend."

A food and dining trend consultant in Tokyo told KOTRA in an interview, "The current K-sweets boom in Japan is not just a passing fad, but reflects a lifestyle shift among young women who want to take photos and share desserts." The consultant added, "Products like Korean-style bagels, Krungji, and potato bread, which straddle the line between meal and snack, are capturing satiety, value for money, and visual appeal all at once, creating considerable tension in the Japanese local dessert market."