A new dessert trend is emerging in South Korea, with young consumers embarking on 'tteok pilgrimages' to explore popular rice cake shops across the country. Traditionally enjoyed during holidays and special occasions, tteok is now being reimagined with unique ingredients, chewy textures, and eye-catching presentations, making it a staple dessert for the 2030 generation.
According to industry sources, one of the most talked-about rice cakes on social media is 'pizza tteok.' This innovative treat features a base of baekseolgi (steamed white rice cake) topped with tomato sauce, cheese, and ham, and is credited to Yeongdo Bridge Rice Cake Shop in Busan. Originally a local specialty, the dish gained national fame through Instagram reels and YouTube shorts, prompting other rice cake shops to create similar offerings. Some locations have even seen customers lining up before opening hours to purchase the product.
Another example of the tteok craze is the glutinous rice cake brand 'Han Jeong-seon,' which started in Seongsu-dong. This brand has reinterpreted traditional rice cakes by incorporating fresh fruits like strawberries and Shine Muscat grapes, as well as yogurt, creating dessert-like products that have sparked open runs. Lines form outside the main store before it opens at 10:30 a.m., sometimes extending to the next building when crowds gather. With its trendy ingredients and appealing visuals, Han Jeong-seon has gained popularity not only among young locals but also among foreign tourists visiting Korea.
Prior to this, 'Chang-eok Tteok' from Gwangju gained nationwide attention through social media. This rice cake, made with pumpkin and coated in castella crumbs, was well-known locally but has now established itself as a national dessert thanks to its online resurgence. The trend of consumers visiting shops to taste these popular rice cakes has contributed to the growth of the 'tteok pilgrimage' culture.
As interest in unique rice cakes grows, convenience stores are quickly adapting to the trend. GS25 recently launched 'Han Jeong-seon Yogurt Glutinous Rice Cake' in collaboration with dessert manufacturer Lolo Mello. This frozen dessert, a reinterpretation of Han Jeong-seon's signature yogurt rice cake, surpassed 380,000 units in sales as of September 13, achieving a 100% sales rate as stock sold out at stores.
Seven-Eleven has also targeted the 20-30 age group with its 'Chiroru Choco Mochi' series, inspired by a popular Japanese chocolate. After selling out 130,000 units of two varieties within two months last year, the company increased its stock by nearly three times this year.
Department stores are also embracing the rice cake trend with pop-up shops. Last month, a 'National Tteok Pilgrimage' pop-up at Lotte Department Store in Jamsil attracted over 20,000 customers in just one week. Similarly, a pop-up for 'Chang-eok Tteok' at The Hyundai Seoul saw more than 10,000 visitors in a week, with some customers waiting one to two hours to purchase products.
As the trend continues, department stores are accelerating efforts to attract famous rice cake shops. Lotte is hosting a '2026 Dessert & Gift Fair' at its Busan headquarters until October 1, featuring renowned rice cake shops from across the country. This month, Lotte World Mall in Jamsil and over ten other locations will also host 'Morakjeolmi' pop-ups.
The Hyundai Seoul will feature pop-ups for 'Jaiso,' a famous rice cake shop in Jongno from November 11-17, and 'Myeongnyeongheon' from November 18-23. Han Jeong-seon is currently operating at the Trade Center and Pangyo branches of Hyundai Department Store, while Shinsegae Department Store is showcasing popular local rice cake shops like 'Gyeonggi Tteokjip' and 'Jaiso' at its Gangnam location. Additionally, Shinsegae Gwangju is selling 'Morakjeolmi,' and Shinsegae Daejeon is offering 'Yeosu Strawberry Anmitsu.'
An industry insider noted, 'As rice cakes evolve with diverse ingredients and modern forms, they are increasingly accepted as everyday desserts by young consumers. With social media rapidly promoting local rice cake shops and retailers expanding their offerings, the presence of rice cakes in the dessert market is expected to strengthen further.'
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.