The Korean gourmet scene is constantly generating new trends. In 2024, the spotlight was particularly on viral "Instagrammable" foods that exploded on social media, health-conscious drinks, and dishes ignited by video content. In this article, we thoroughly explain the latest trends you can actually experience at local cafes, street food stalls, and restaurants. Whether you are planning a trip to Korea or want to enjoy Korean gourmet food in Japan, please use this as a reference.
📋 Table of Contents
1. Tanghulu — From Street Stalls to the World via Social Media
Tanghulu (당후루) originated as a traditional street food in Northern China. Originally consisting of hawthorn berries coated in a hardened sugar syrup, it has centuries of history as a winter staple in Beijing. Upon making its way to Korea, it evolved into a more glamorous and contemporary dessert through arrangements using diverse fruits like strawberries, Muscat grapes, and cherry tomatoes.
The greatest appeal of Tanghulu is the contrast between the crisp texture of the candy shell and the juicy, freshness of the fruit trapped inside. Its translucent coating reflects light, making for an irresistibly photogenic shot when you point your smartphone camera at it, which caused it to explode in popularity on social media. Its relatively reasonable price and walk-and-eat size are also reasons it has been supported by the younger generation.
In street food areas like Hongdae and Myeong-dong in Seoul, specialized Tanghulu stalls are lined up one after another. While you can now enjoy them at Korean-style dessert shops and limited-time pop-ups in Japan, there is nothing quite like the experience of eating them on the street in Korea. The trick to enjoying the candy at its crispiest is to start eating it immediately after purchase.
2. Dubai Chocolate — The Middle Eastern Chocolate Sweeping the World
Dubai chocolate (두바이 초콜릿) is a bar chocolate filled with pistachio and kunafa cream, created by the UAE-based chocolate brand "Fix Dessert Chocolatier." After "taste-test" videos went globally viral on TikTok in late 2023, it became so scarce that it was difficult to find even in Korea in 2024. Kunafa is a traditional Middle Eastern pastry dough, and its crispy texture perfectly matches the richness of the chocolate.
The reason for the explosive popularity of Dubai chocolate lies in the ASMR-like visual beauty of the cream oozing out the moment the chocolate is broken. The combination of green pistachio cream and kunafa is visually stunning, and "unboxing videos" have garnered tens of millions of views on social media. In Korea, major convenience stores have released their own Dubai chocolate-style products one after another, and similar items have also appeared in supermarkets and cafes.
While authentic Fix Chocolatier products can be purchased online, you may sometimes find them at department store import confectionery sections or specialized chocolate shops while traveling in Korea. If you search for "pistachio chocolate" or "카다이프 초콜릿" (kunafa chocolate), you might even find creative local variations.
3. Kroffle — The Crunchy Cafe Dessert
Kroffle (크로플) is a portmanteau of "croissant" and "waffle," referring to a dessert made by baking croissant dough in a waffle iron. It is a luxurious combination featuring a crispy, layered texture on the outside and a soft, buttery dough on the inside, which began to spread through Korean cafes around 2020. It became known to an even wider audience after people started replicating it at home during the pandemic.
The reason the Kroffle has become a fixture in Korean cafe culture is its vast variety. From simple butter flavors to toppings like ice cream, combinations with Nutella or cream cheese, and even savory versions (with cheese or prosciutto), a single piece of dough creates infinite arrangements. Furthermore, because the layers of the cross-section look more beautiful than those of a standard waffle, it is especially popular among Instagrammers who frequent cafes.
In areas where Instagram-worthy cafes gather, such as Yeonnam-dong and Seongsu-dong in Seoul, you can almost always find a cafe that has Kroffles on the menu. The version topped with ice cream is particularly popular; eating it fresh out of the iron is the best way to enjoy maximum crispiness.
4. Mala Cuisine — The Addictive Numbing Spice
Mala (마라) is a flavor originating from the Sichuan province of China, combining the "ma" (numbing spice) of Sichuan peppercorns with the "la" (sharp heat) of chili peppers. Originally known for the Chinese hot pot dish "Mala Hot Pot," it rode the wave of the Chinese cuisine boom in Korea starting in the mid-2010s and underwent its own unique evolution. Styles such as Malatang (spicy hot pot) and Malaxiangguo (spicy dry pot) have gained particular popularity.
The "numbing sensation" caused by Sichuan peppercorns is a unique feeling distinct from ordinary spiciness, and once experienced, it becomes so addictive that it's often called "Mala addiction." Since a food culture with high tolerance for spice is deeply rooted in Korea, the stimulating taste of Mala was naturally accepted, leading to specialized chains opening everywhere. Many shops allow you to choose your level of spice, making it easy for beginners to try.
Around Daehangno and Sillim-dong in Seoul, there are clusters of affordable Mala specialty shops. Malatang, where you choose your own ingredients to be boiled in the soup, is also supported by the health-conscious because you can load it with vegetables. For those who aren't great with spice, some shops allow you to order it with "no heat, only peppercorns," so feel free to ask the staff.
5. Culinary Class Wars — The New Stars of the Culinary World Born from Netflix
"Culinary Class Wars" (흑백요리사) is a South Korean culinary competition reality show that began streaming on Netflix in September 2024. The innovative concept—where "White Spoon" top chefs with established reputations compete against "Black Spoon" unknown but talented chefs—became a hot topic, entering the top 10 rankings across Asia immediately after its release.
The impact of this show on food trends has been immeasurable. Restaurants run by participating chefs have seen lines so long that reservations are impossible to get, and the dishes and ingredients featured on the show have seen a surge in search volume on social media. The culinary philosophies of the judges and contestants have presented new values in Korean food culture, even sparking discussions about the "social status of chefs."
There has also been an increase in "pilgrimage gourmet travel," where people visit Korea after watching the show. It is not uncommon for restaurants run by participating chefs in Seoul to be booked up weeks in advance on reservation sites. We strongly recommend checking the latest information on each chef's social media before your trip and making advance reservations for the restaurants you plan to visit.
6. Zero-Calorie Beverages — The Evolution of Korean Health Drinks
The zero-calorie (제로 칼로리) beverage boom in Korea saw a rapid expansion in lineups at convenience stores and supermarkets starting around 2022, and by 2024, it had firmly established itself in the market. Behind this is a lifestyle trend called "Healthy Pleasure," meaning "being healthy yet having fun and eating delicious food." Responding to the demand from younger generations who want to drink without guilt even while dieting, not only Coca-Cola Zero and Pepsi Zero, but also domestic Korean brands have launched zero-sugar versions one after another.
What is noteworthy is that zero-sugar versions have appeared not just for carbonated drinks, but also for traditional Korean beverages like sikhye (sweet rice drink), yuzu tea, and sujeonggwa (cinnamon-ginger punch). The quality of flavor replication has improved year by year, and the assessment that "zero-sugar versions taste no different from the originals" has taken hold. Especially among young women, the concept of "zero guilt when drinking" is supported on social media, and consumption is trending upward.
Korean convenience stores (GS25, CU, 7-Eleven) are stocked with a wealth of zero-calorie drinks not available in Japan. Popular souvenirs include zero-calorie drinks in Korean flavors (yuzu, plum, pomegranate, etc.). If you search every corner of the refrigerated section, you will encounter unique flavored zero-calorie drinks. Please try out Korea-exclusive zero-calorie drinks during your relaxing time at your hotel or in between sightseeing.
7. Yuzu & White Grape Lattes — "Instagrammable" Drinks Born in Korean Cafes
Yuzu lattes and white grape lattes are signature drinks created by independent cafes in Korea. A yuzu latte is a sweet-and-sour drink made by mixing yuzu jam or syrup with milk, where the refreshing citrus aroma and the mellowness of the milk match perfectly. While yuzu tea (유자차) was already a traditional Korean drink, by arranging it into a latte, it was elevated into a cafe-perfect drink.
White grape lattes are characterized by their refreshing sweetness and the beautiful gradient of the milky white color, which permeated cafe menus between 2023 and 2024, particularly as an iced drink for the summer. Despite the simple recipe using fresh white grape syrup and milk or soy milk, they gained popularity as the "ultimate Instagrammable drink" due to their visual beauty and gentle sweetness.
These signature Korean drinks are served most frequently in areas where traditional architecture and cafe culture fuse, such as Ikseon-dong and Bukchon in Seoul. Because many cafes make their own signature syrups, the real thrill is that the flavor of a yuzu latte varies from shop to shop. When cafe-hopping, check the menu carefully and try to find each shop's original signature drink.
Korean Gourmet Food and Beauty Are Always Side by Side
What all seven trends introduced here have in common is that the "experience of eating" is closely tied to social media and video content. The appeal of Korean gourmet food lies not just in its taste, but in its visual beauty, the storytelling of the experience, and the speed at which trends move. Just like with K-beauty, SPASYS will continue to bring you the latest Korean food trends. On your next trip to Korea, please be sure to taste these gourmet treats.
