Korea's yakgwa booming on back of ‘newtro’ trend, media coverage
One chilly autumn afternoon in October, students of Sookmyung Women's University in Seoul poured out onto the streets for lunch. A group found their way into a small bakery by the name of Monday Picnic down an alley, where they treated themselves to yakgwa financier cakes.
“I have never really been a fan of yakgwa, but I became curious after it started trending. From yakgwa cookies and financier to ice cream, there are several forms, and they're all pretty good,” said Jo Min-jeong, a 25-year-old college student.
Yakgwa, a traditional honey-glazed cookie that has commonly been used for ancestral rituals, is among the old-timey snacks that have been gaining fresh popularity in South Korea recently. Local retailers have already moved to cash in on the recent fad, with GS25's Haengun Yakgwa snacks selling over 3 million bags since its June launch.
The latest yakgwa craze stands apart from the retro trend that has boosted the popularity of pre-2010s pop culture content. It is prevalent among a young population today who do not have the strong connection to the snack as generations past.
One would have to trace further back into the 20th century to find a generation who frequently enjoyed the honey cookies. Other than conscripted soldiers -- who only had access to a handful of munchies in the barracks -- about the only time one could find yakgwa was during such aforementioned rituals.
But thanks to social media, especially YouTube and TikTok, the snack that dates to the Goryeo Kingdom (918-1392) has come back into prominence among the young generation of South Korea today who call themselves “halmaenials” -- a combination of the Korean word for "granny" and "millennials" that refers to youngsters with a nostalgic taste that reminds them of their grandparents.
The popularity of yakgwa does not depend on the power of nostalgia of those who had enjoyed it in their youth, but rests on the back of the "newtro" trend sweeping across the youth in Korea. It is defined by reinterpretation of vintage or retro lifestyles, which means yakgwa is back -- but it has taken on a new form in the recent craze.
(责任编辑:요리)
- 군사력은 미국이 우위지만, 글로벌 공급망은 미·중 비등 [중앙포럼]
- 4th Global Biz Forum kicks off to discuss 'next prosperity'
- Major Korean firms fare worse than US counterparts in H1
- Govt. to survey spending on private education of preschoolers, Suneung retakers
- 러 매체 “北 위성에 러시아 도움, 근거 없다…포탄 지원설도 마찬가지”
- SK Earthon starts first independent oil production in South China Sea
- Posco to build joint venture with US grain company
- Uzbekistan, Korea boost customs cooperation
- [Herald Review] Korean and Welsh dance companies share creativity in 'Wales Connection'
- [Korea Beyond Korea] Early Koreanists on verge of extinction overseas
- Posco to build joint venture with US grain company
- N. Korea scheduled to hold key parliamentary meeting following Kim
- Trailblazer, Trax drive up GM Korea’s exports
- 러 무기 만져보고 타보고...김정은 '북·러 합작' 도발 메뉴 내놓나
- Two dead in Gyeongju construction site collapse
- KFCC hosts UN conference for inclusive finance
- S. Korea to step up quarantine efforts against animal diseases
- Will Kep1er disband? Project group eyes extension with 'Magic Hour'
- KB chief vows to nurture AI talents
- KFCC hosts UN conference for inclusive finance
- S. Korea issues navigation warning amid planned N.K. rocket launch views+
- Govt. working to restore administrative network after major disruption views+
- OpenAI CEO's ouster was over "breakdown of communications," not "malfeasance" views+
- S. Korea maintaining stable LNG supply amid Israel views+
- Enigmatic artist David Rappeneau's first Asia show taking place at Gladstone Gallery views+
- Exports gain 2.2% from Nov. 1 views+
- Fifty Fifty's Keena marks group's 1st anniversary with apology views+
- [Contribution] Korean food captivates global palates views+
- Prospects of Yoon's formal meeting with Xi uncertain: Yoon's office views+
- EcoPro, SK Ecoplant to build EV battery recycling plant in Hungary views+