Korea’s Dessert Trend: ‘Breakable’ Sweets Become Social Media Hits
Creatrip Team
24 days ago
Korean consumers—especially Gen Z—are now valuing dessert experiences over just taste. Cafes and chains have introduced ‘breakable’ treats like the AGJAK cake (a fruit-shaped cake with a hard chocolate shell that cracks with a crunchy “agjak” sound) and ‘wakkppu’‑style items inspired by tactile toys, driving short‑form video shares and sellouts. Other trends include customizable eating methods—so‑called “naecipe” (my+recipe)—such as pouring milk over spoonable desserts like A‑Bak, or freezing jelly to get a crunchy bite. These sensory and performative elements (sound, texture, visual cross‑sections) encourage consumers to film and copy recipes, turning desserts into experiential, shareable content. Industry observers call this a ‘prosumer’ shift: people both consume and create, seeking novelty, achievement, and social display through food.
