Many people are willing to invest more in desserts than in entire meals.
Recently in the dessert market, Korean traditional desserts have been in the spotlight.
We look into the appeal of Korean desserts, gaining popularity with modern reinterpretations.
Even amid economic sluggishness, the dessert market has grown each year.
"The westernization of Korean food culture has increased interest not only in various
foods but also in desserts.
Consumers’ desire to enjoy small luxuries even amid the recession has had a major impact
on the dessert industry."
Befitting this trend, various attempts are being made at the Korea Traditional Food Culture
Center, opened in 2016.
"The Korea Traditional Food Culture Center Eeum is a comprehensive cultural space where
Korean drinks and food can be tasted, experienced and purchased."
The second floor of the Korea Traditional Food Culture Center is a cafe serving Korean
desserts and teas.
Only products from 6 government-approved tea masters are sold.
"Very good.
Maybe next time i will try some hot tea and for the more full experiences."
What’s the most popular item on the menu at the Korea Traditional Food Culture Center,
where 20% of visitors are foreigners?
It’s fusion traditional tea, which helps beat the heat . Fermented green tea is turned
into sweet milk tea, and milcha , or tea grown in the shade, is reinvented as a refreshing
latte.
Persimmon vinegar, made by aging sweet persimmons for over 3 years, becomes a popular persimmon-ade.
How do such fusion traditional drinks appeal to those more accustomed to coffee after meals?
"Korean people drink too much coffee.
This sweet and sour drink is made from omija berries.
It’s quite good."
A hands-on traditional food program, which anyone can attend with a reservation, has
also become a popular course.
The aim is to promote a better understanding of traditional Korean teas and offer fine
memories of their flavors.
"It’s very tasty, and the in-depth explanation piqued my interest."
Experts advise that a flexible attitude is needed to globalize Korean desserts, rather
than an insistence on tradition.
"If both past and currently popular Korean flavors and desserts embody our senses, then
there’s no need to insist on traditional desserts for globalization.
Global desserts popular in Korea now can become Korean desserts if they are made in our style."
As the summer weather heats up, demand rises for patbingsu , a shaved ice dish and Korean
dessert favorite.
With the popularity of so-called healthy pleasures, diverse bingsu variations are using ingredients
like organic rice, honeycomb, and red ginseng.
Most popular of all is purple bingsu Last year, the global interest was explosive, with
5 million views recorded on facebook in just 3 days.
This bingsu, made with a purple puree on ice instead of red beans, uses purple yams grown
in Korea as the key ingredient.
"The purple image of purple yams best fits the Korean and modern image we aspire to,
which is why we use the ingredient."
The yam chips and walnuts which decorate the dish resemble flowers.
Even the minute details are attended to.
Purple, a highly-regarded color both in the East and the West, is also appealing to foreign
diners.
"I think that this place is pretty representative of dessert Korea, and I like it a lot because
it's not too sweet but it's really different...And it's smooth and really pretty.
It's important."
Thanks to the bingsu using purple yams, which are rich in dietary fiber, the company’s
sales increased roughly 3-fold in 3 years.
"The delicious flavor matches how pretty it is visually.
Sweet potatoes are popular these days.
We really like it.
That’s why I came to try it."
About 50% of this company’s clients are foreigners.
In June of this year, the company began a global expansion, starting with Thailand and
the U.S.
"Korean desserts, like those of other countries, combine flavor and style.
Efforts are being made to publicize this aspect.
"
Amid the dominance of western desserts, Korean-style desserts are devising new strategies.
It remains to be seen whether global tastes can be captivated with the development of
original new dishes based on traditional flavors.