Freezing Jelly in the So-Called 'Jelieolmeok'
ASMR and Texture-Led Mukbang Content Spreads
Retail Industry Joins In as Search Volume Soars
The so-called 'Jelieolmeok', where various types of jelly are put into a single container and frozen before eating, has recently emerged as a new snack trend among Generation Z. As the jelly freezes, the crisp cracking sound and the colorful appearance add visual and auditory fun, and the simple method makes it easy for anyone to try.
Content related to 'Jelieolmeok', freezing jelly and eating it, is spreading mainly on social media and gaining popularity, especially on Instagram.
'Jelieolmeok' involves placing several kinds of jelly in one container, freezing them for about 3 to 5 hours, and then eating them straight from the freezer. A particularly popular approach is to mix jellies that become thin and crispy when frozen with those that turn firm and chewy, creating a customized texture.
Hashtag posts related to 'Jelieolmeok' are rapidly increasing on social media, especially on Instagram and short-form platforms, and some videos have reached millions of views. Beyond simple eating shows, the combination with ASMR formats that let viewers enjoy both sounds and visuals is turning the very act of consuming snacks into content that can be repackaged and shared.
The popularity of 'Jelieolmeok' is also evident in search data. According to Naver Data Lab on February 13, the search volume index for 'Jelieolmeok' remained low for a while, then began to rise steeply at the end of last month, hitting 100 on February 10 and marking an all-time high. Interest in searches has concentrated in a short period, rapidly pushing related keywords into trend status.
The retail industry is also jumping on this trend with related marketing. GS25, the convenience store brand operated by GS Retail, recently posted an 'ASMR Freezing and Eating Jelly' video on its official social media accounts and held a participatory event using jelly products distributed through its own channels.
The rapid spread of 'Jelieolmeok' is attributed to its high accessibility and low cost burden. Anyone can easily follow along using jelly that is readily available at convenience stores or supermarkets, and the fact that a new texture can be created simply by freezing, without any additional cooking process, is seen as a key driver of its popularity.
In recent snack consumption trends, 'how you eat' rather than the product itself is increasingly becoming a form of content. 'Jelieolmeok' is likewise understood not just as a simple snack, but as part of a playful consumption pattern in which people enjoy the crisp cracking sounds and visual scenes together and share the experience.
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