The global craze for Korean cuisine has spilled beyond savory dishes into desserts and pastries, cleverly catering to both health-conscious consumers and sweet lovers — and perfectly timed with the Chuseok Thanksgiving holiday.
Google search data shows sharp increases in queries for yakgwa (Korean honey cookies), Korean desserts, and rice cakes among international users. TikTok hashtags related to traditional Korean sweets are also surging, reflecting growing global curiosity about Korea’s centuries-old confectionery culture.
Yakgwa, a thousand-year-old honey cookie traditionally served during ancestral rites and festive occasions, has captivated pastry lovers worldwide. Made with wheat flour, honey, sesame oil, and ginger juice, the deep-fried confection represents hangwa — Korea’s traditional sweet category encompassing ceremonial desserts.
Korean rice cakes, or tteok, are likewise gaining attention abroad for their artistry, diversity, and cultural significance, especially during holidays like Chuseok.
“I came here to enjoy authentic Korean food. When you try these desserts, you can tell they’re not instant or unhealthy. We took the chance to experience traditional, healthy sweets here in Korea,” said Carol Johnson, a tourist from Washington, as she browsed a dessert shop in Seoul.
“I saw viral TikToks about Korean desserts and wanted to try them myself,” added Mareva from France while picking out sweets at a convenience store.
“In 2023, there was a domestic yakgwa craze that drove record sales. Since then, injeolmi and black sesame products have gained popularity, leading to more Korean-style desserts on the market,” said a GS Retail representative. “Foreign tourists usually purchase Korea’s most popular products, which seems to be fueling this trend.”
The craze is supported by sales data. CJ CheilJedang’s bungeoppang varieties surpassed 1 billion won in monthly sales in late 2024. Convenience stores report rising foreign demand for traditional Korean sweets, while Shinsegae Duty Free has opened dedicated sections for them, with yakgwa gift sets proving especially popular among international visitors seeking an authentic taste of Korea.
reporter
Candice Kim
candicekim1121@ajupress.com
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