2017 - Seoul Eats

In host, ice cream

Ice Cream in Korea: Sponsored by Host: 40th International Hospitality Exhibition

Everyone loves ice cream (and gelato), however, the definition of what ice cream is or what would be relative equivalents might differ in the eyes of Koreans. Since 2013, sales of ice cream market size has decreased from 1.6 Billion USD to 910.9 million USD due to increased competition from shaved ice stores, juice shops and cafes. All these sell what would be considered "ice cream equivalents." Subsequently, sales of ice cream have suffered as well dropping from 850 million USD in 2014 to 810 million USD in 2016 (Food Industry Statistics, Nielsen Korea).

However, ice cream is not suffering an irreversible downtrend. The largest competitor for the last few years have been the popularity of the snow shaved ice chain Sulbing. In 2013 they had only 33 stores in Korea but in 2014 this number exploded to 482 in 2014. However in 2015 they only added 8 more stores (Joeilbo News). I have personally seen a number of these stores close in the last year in prominent areas. In contrast, Ice Cream stores have been increasing. Baskin Robbins, the market leader, increased their number of franchises from 1106 in 2014 to 1208 in 2015 (The Bell News). So the market for ice cream has grown but the definition of ice cream equivalents has increased greatly.

Ice Cream in Korea

soft serve in Korea

The ice cream market might have suffered in sales, but this forced them to innovate and find new markets for their products. Ice cream makers created trendy flavors such as banana and salted caramel, which were niche flavors last year. They also partnered with popular brands like malang milk candy to create new, fun ice creams (Yonhap, Wikitree). Common brands like Binggrae are moving into the premium ice cream market by establishing new brands like “Cledor” (Herald K).

Premium soft ice cream using organic milk has also had a comeback in the last year as brands like “Pasteur Milk Bar by milk company Pasteur,” “Soft Lab” by Binggrae and Baekmidang have usurped Softree which was a popular brand about 3 years ago (Sisaon News).

The ice cream hit of 2017 was a traditional shaved ice topped with a sweetened tomato sauce and black pepper. The company Tokyo Bingsu that came up with the dish is slowly franchising but not at the level of Sulbing. They are constantly coming up with new flavors such as pumpkin, green tea and white grape. Softserve ice cream shops are creating new flavors and designs to make “Instagram-worthy” desserts.

This post was sponsored by Host Milano. Visit the expo in Fieromilano from October 20-24th.

, by Daniel Lee Gray

In bread, food trends

Bread Trends in Korea Sponsored by Host: 40th International Hospitality Exhibition

Chocolate Croissant

For a society whose staple food is rice, the consumption of bread has grown exponentially in the last 25 years. The leading bakery corporation, the SPC group has seen their Paris Baguette franchises grow from 3 in 1988 to 1400 in 2005 to 3316 in 2015 (Hankyung News 2015). The per person consumption of flour foods has dramatically increased from 11.5 kg per person per year in 1965 to 33.7 kg per person per year in 2015 (avg. 32.8 kg). While in the past flour was mainly used for noodles, batters and dumplings; these days bread and pastries have become increasingly popular.

In 2015-2016, it has been all about the full-fat, cream filled breads. This started from the “kopan” bread which is a red bean and cream filled sweet roll. This style of rich cream has since moved to choux, donuts and rolled cakes. Koreans tend to like more of a less-sweet, milk-taste cream but currently green tea flavor has come back into fad. Also, the cream craze has since grown to include custard-filled (regular, caramel, banana and other fruit flavored) cakes and breads.

On the bread front, the buzzword has been “natural yeast, liquid yeast, artisanal, and sourdough.” Consumers are eating up the idea of healthy yeast and naturally fermented breads and terms like “slow rise” and “56 hour” have been making their way into the marketing lexicon. Small artisanal bread makers like “Paul and Paulina” and “Bob’s Bread” have been able to compete against big chains via their wholesome, natural and handmade image.

For other bread products, bagels have made a comeback and can be seen at many major chains now along with many different savory and sweet cream cheese spreads. English Muffins have become mainstream. “Rice bread” is still around but still a niche product since the medicinal benefits are hard to justify to Koreans.

The surprise hit last season was soft castella breads from Taiwan which have long lines of people waiting for them. Lines form 15-30 minutes before the sale and once they are gone, it is gone. I have seen lines 50-100 people deep but now it is around half that since they have opened more locations and there are copycat stores. Also, the 100% increase in egg prices due to the AI flu and other issues swiftly killed this trend.

On the flavor-front for pastries and breads it has been cheese, bacon, blueberries, bananas, coconut, and green tea. Strawberries and red bean are still quite popular as well.

In Korea, trends and tastes are fickle but all indications show that Koreans want high quality artisan products at a reasonable price. They aren't so different from the rest of the world are they?

Be sure to check out these interesting companies from Korea while you are attending Host Milano Hospitality Expo.

, by Daniel Lee Gray

In cooking, frugalliving

Homemade Yogurt at Home in Korea

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In bread, Sourdough

Artisan Sourdough Bread at Bob's Bread Korea

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In bagels,

Elephant Bagel in Seoul 코끼리 베이글

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In Gyeongnidan, mexican food

Excellent Mexican Tortas and more at El Piño 323

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In cafe, ikseongdong

Seoul Eats Instagram: Avocade Sandwich from Casa Deli

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In avocados, food for thought

Why Avocado Toast and Other Western Food Trends Have not Come to korea

Avocado Toast in Korea

So trying to predict the next new food trend is like trying to figure out what the next world-hit, k-pop song is going to be. It seems impossible...sorta because there are certain variables that should be considered.

Avocados are like mangosteens are like limes are like dragonfruit, blueberries, aged beef, dry red wine, IPAs, coffee beans and bananas. They start out as new things that many Koreans don't know much about but will buy based on value and appearances. They are thought to be exotic, premium and healthy. So many foods become food hits each year such as quinoa, teff, fava beans, black garlic, etc. Each item becomes a craze and then is incorporated into different foods to add value such as adding green tea to pork belly, moon pies, seaweed, ice cream, shaved ice and much more. Then the food fad is gone because the food was not really understood for what it was. For example, let's look at avocados and mangosteens. The outside shell makes it really difficult to tell when they are ripe and the education isn't there for the general population to know when to eat them. I know...they can google it, but in Korea they ask their peers.

Even though in 2016 Korea was a huge growth market for avocado, I believe that unless 80% of the population - the older generation people and younger generation people learn to appreciate the product, growth will stabilize and then drop.

I personally want access to fresh avocados and mangosteens because I love them. I used to see avocados at 5,000 a piece in the markets but I can now see some for 2 for 3,000 won. I know that this is because the fruit is spoiling or people don't know how to eat them. I will keep buying them up, because I know that eventually the fresh fruit will disappear. I do believe that growth in avocado oils, snacks, frozen avocado, and non-perishable products will grow. In order for a food trend to be sustained, the Korean market has to be properly educated and the product has to show value. The value has to be for health, price and sustainability. I am not sure if avocados can be fermented, but if they can, that would be of high value to Korean consumers.

I also believe that for foods to become hits in Korea, they need to have the image of fortification, nutrition, and value. They also need to know when the food is ripe: and to know the optimal moment for consumption when the food is most nutritious or ripe. It is a culture where fermentation is of high value, after all. Also, people that are doing the marketing, the angle should be focused on education while also being exotic and premium. I think the basic rule should be to have your grandmother and your elder peers tell you what you should be eating or buying.

, by Daniel Lee Gray

In Eating at Upscale Korean Hawker Center: D-Tower in Seoul, korea

Eating at Upscale Korean Hawker Center: D-Tower in Seoul, Korea

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In automation, robots

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In food trends,

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In video,

Mango Buffet at the Millenium Hilton

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In Beijing, korea

Peking Duck from Dadong restaurant, Beijing

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