University-branded snacks replace traditional sweets in changing college entrance exam rituals
Creatrip Team
4 months ago
As the 2026 college entrance exam (Suneung) approaches on Nov. 13, traditional gifts like yeot (sweet taffy) and chapssaltteok (glutinous rice cake) are being replaced by university-branded products, health supplements and practical gift sets. Convenience stores report strong sales from collaborations with university affiliates: Emart24’s partnership with Seoul National University’s food venture Babsnu launched a soy-milk bean bread series that drove a 73% year-on-year rise in dessert sales for Nov. 1–7, while CU’s Yonsei Milk cream bread series grew 26.7% in recent weeks. Food makers and retailers are also selling study-focused energy shots, fermented red ginseng sticks, themed drinks and limited-edition snack packaging (e.g., “O” shaped Onion Rings) tied to exam-wishing messages. Brands capitalize on clever wordplay (such as Paris Baguette’s “Bouchee” gift using the Korean pun “but-se” meaning “stick/pass”) and practical benefits like moderate-caffeine drinks preferred for late-night studying. Companies report many items selling out in limited runs as marketing shifts from sentimental charms to functional, story-driven support for test-takers.
