Various Korean confections (Photo courtesy of Kohojae)

Young Koreans are falling head over heels for traditional Korean desserts. These delicious treats are not only a feast for the eyes – thanks to their colorful, attractive presentation – but also full of nutritious goodness. Packed with beans, rice flour, nuts and seeds, the desserts are a delightful combination of healthy, tasty ingredients.

In the past, it was customary in Korea to serve tea, sweets, cookies and rice cakes to guests outside of formal meal times or as snacks during meetings. These delicacies were elegantly arranged on plates to please the eye, arouse the taste buds and stimulate conversation. 

In recent years, traditional Korean snacks have gained prominence by becoming trendy. This is due to the growing popularity of retro culture along with an increased demand for healthier food following the COVID-19 pandemic. The trend is also influenced by the fact that many millennial working parents rely on grandparents for childcare, allowing their kids to become acquainted with the older generation’s favorite snacks. This has led to the coining of a new term, “halmaenial,” a combination of a Korean word for grandma (halmae) and “millennial.” 

Jangin yakgwa, Korean-style cookies that inspired the new term “yak-keting” (Photo courtesy of Janginthe)

Thanks to this trend, a wide range of Korean desserts have gained popularity, but perhaps none more so than yakgwa (honey cookies). These deep-fried cookies are made with wheat flour batter, sesame oil, honey and ginger juice. The newfound popularity of yakgwa has led to the coining of another term, “yak-keting” (yakgwa plus ticketing). It describes the act of desperately clicking online to order yakgwa at popular shops before the holidays. The popularity of Korean tteok (rice cakes) has led to similar coinages, including the terms “tteok-keting” (tteok plus ticketing) and “tteok-open run” (lining up before stores open in order to buy tteok).

Iksan Nonghyup’s cream-filled chapssal tteok (glutinous rice cakes) have sparked “open runs” wth customers lining up to be among the first to buy the products before they sell out. (Photos courtesy of Pungnam Store)

Another Korean dessert that has become popular among young people is Gaeseong juak, named after the North Korean town where it originated. The younger generation has come to appreciate the crisp, doughnut-like exterior and chewy interior of this deep-fried, syrup-coated rice cake. These desserts are also snapped up by young people as high-end gifts for holidays and other events. 

To experience premium traditional Korean refreshments and confections as well as Korean desserts, visit Korea House, near Seoul’s Chungmuro Station (Lines 3 and 4). In one of the annexes there, guests can try the premium royal dessert brand Kohojae, which means “a house for those who appreciate the old.” The Kohojae program allows guests to enjoy traditional teas, seasonal rice cakes and Korean sweets made with seasonal ingredients served on an individual tray table, all while enjoying “Chunaengjeon,” a Korean court dance that translates to “Dance of the Spring Nightingale.” 

From July 11 to August 31, Kohojae will be running “A Midsummer Night’s Kohojae,” a program through which guests can enjoy summer refreshments and snacks.

Korea House’s “A Midsummer Night’s Kohojae” program, which allows guests to enjoy wine and Korean-style confections. (Photo courtesy of Kohojae)

As traditional Korean desserts have grown more popular, Korea’s local governments have responded by organizing various educational programs. For example, Gimcheon’s Agricultural Technology Center recently launched its “K-Traditional Dessert Course Connecting Generations and Culture” to assist those interested in commercializing traditional Korean desserts. Meanwhile, Jinju’s Agricultural Technology Center is offering a “K-Dessert” course that focuses on using local agricultural products to promote the consumption of Korean rice. The course includes sessions on how to make various traditional desserts using rice flour.

Recently, traditional Korean desserts have also been gaining popularity outside Korea. The United States became the top export market for Korean food this year, surpassing Japan and China. Young Man Dduk, a Korean fusion dessert brand, is targeting American consumers with its Honey Oranda Snack Bars, sold in Costco stores across the United States. Another Korean company, Sulbing, is also leading the promotion of Korean desserts abroad with a wide variety of bingsu (Korean-style shaved ice). Its injeolmi bingsu, topped with bean-powder-coated rice cake, has been particularly popular. Last year, King Charles III visited London’s Korean-British neighborhood, New Malden, and expressed his interest in Korean bingsu, further increasing Sulbing’s global popularity. Sulbing’s desserts are available in the United States, Australia, Japan, Cambodia, Malaysia and other countries.