After the popularity of Dubai chewy cookies, spring cabbage bibimbap and frozen jelly have become the newest food trends in South Korea, driven by social media and seasonal interests. Retailers and food companies are quickly adapting with promotions and new products aimed at younger consumers. These shifts highlight the fast-paced nature of consumer preferences among the MZ generation.
The Dubai chewy cookie fad, known for its moist exterior and crispy interior, has given way to two emerging trends: spring cabbage bibimbap and frozen jelly. Social media platforms like Instagram, X (formerly Twitter), and YouTube are filled with user-generated content, including recipes and videos of people buying spring cabbage at traditional markets or suggesting jellies for freezing.
Spring cabbage bibimbap drew renewed interest from a resurfaced clip on the KBS program "2 Days & 1 Night," where entertainer Kang Ho-dong mixed seasoned spring cabbage in a large bowl 18 years ago. This variety of cabbage, grown from winter-planted napa cabbage in warmer southwestern areas such as Wando and Jindo in South Jeollanam-do, is noted for its sweeter taste compared to regular napa cabbage.
Experts attribute the trend to the "seasonal core" movement among the MZ generation, which emphasizes enjoying foods in season. Demand has surged, with Emart reporting a 146.8% increase in spring cabbage sales from March 1 to 7 compared to the previous year. Wholesale prices at Garak Market reached 47,099 won for a 15kg box of premium spring cabbage on March 6, a more than 33% rise from early last month. An Emart official explained, "Spring cabbage is typically sold from October to March, so the season is actually ending and the size is getting smaller. But unprecedented popularity is causing prices to surge."
Food companies are responding swiftly. Daesang Jongga introduced "spring cabbage geotjeori," a limited-edition kimchi, in January. It has sold over 20,000 units—about 22 tons—in roughly two months. A Daesang official stated, "Spring cabbage geotjeori was planned as a seasonal limited product that proactively reflected the 'seasonal core' trend. It's receiving even hotter responses thanks to the SNS 'spring cabbage bibimbap' craze."
Meanwhile, frozen jelly involves chilling the dessert for a crunchy texture and vibrant look, appealing to young consumers due to its accessibility. Popularity is set to grow before White Day on March 14, with Seven-Eleven offering promotions like 1+1 and 2+1 deals on popular jellies, tied to characters such as Sanrio's Hello Kitty.
The food sector observes that such dessert trends, from past examples like giant castella, honeycomb ice cream, and tanghulu, often spread rapidly via social media but fade quickly, posing challenges for companies in product development and marketing.