Tactile Toy Trend Sweeps Korea: From Dongdaemun Markets to Convenience Stores
Creatrip Team
21 days ago
Sensory-play toys like wax-coated “wakppuball”, squishy “mallang-i” (soft foam/silicone toys), and mini keyboard “keycaps” that mimic typing sounds have surged in South Korea. Viral short-form videos on TikTok, Instagram Reels and YouTube Shorts have driven demand beyond children to teens and adults seeking stress relief through touch and sound. Seoul’s Dongdaemun wholesale toy market is crowded with shoppers testing textures and sounds in person; products range from cute food-shaped squishies to collectible keycap charms priced around 2,000–10,000 won. Brands across beauty and food sectors are partnering on tactile merchandise—limited giveaways, keycap-themed cosmetics, and character keyrings—boosting sales: convenience store CU reported over 110,000 keycap items sold year-to-date. Industry observers say the craze fits “affordable healing” and MZ-generation taste for experiential, shareable goods, and expect more cross-industry collaborations to follow.
