After Salt Bread, Tanghulu and Dujjonku, Is ‘Frozen ○○’ Next?

According to Financial News, the craze for “Dubai Chewy Cookie,” better known by its abbreviation “Dujjonku,” which had been credited with significantly boosting sales for small business owners in Korea after the salt bread and Tanghulu booms, has started to cool off. As some observers predict that “frozen jelly” could become the next big trend in the food and beverage sector, related mukbang videos are gaining traction on social media platforms.
In the media industry on the 16th, it was reported that a YouTube Shorts video titled “Jelly That Tastes Better Frozen,” posted by creator Zero Cream, has surpassed 6.57 million views. As the Dujjonku fad has waned, the popularity of “frozen jelly” has been rising rapidly. Consumers can choose from a wide range of jellies sold in stores according to their preferences, then freeze them so that the outside becomes crisp while the inside turns even chewier, offering a novel texture experience. In the past, moist and soft desserts such as Daewang Castella (giant castella sponge cake), matcha tiramisu, and salt bread were in vogue, but more recently, chewy-textured desserts like yakgwa (traditional Korean honey cookie), Dujjonku, and frozen jelly have come to dominate the market.
On platforms such as YouTube and TikTok, related videos continue to be uploaded and shared. Numerous mukbang YouTubers are “reviewing” dozens of different jellies and describing the distinct textures of each one.
This trend is also translating into higher sales at convenience stores. According to GS25, operated by GS Retail, sales in the jelly category from the 1st to the 10th of this month jumped 44.6% compared with the same period a month earlier. In particular, sales of Haribo Goldbears, which have gained a reputation as being ideal for eating frozen, soared by 1,786.1%. Hitschler Sour Dragon Jelly also recorded a 175.3% increase over the same period. In addition, Chupa Chups Sour Belt (up 131.0%) and Trolli Sour Gummy Candy (up 58.5%) posted double-digit growth, reinforcing the upward trend.
A similar pattern has appeared at the CU convenience store chain (CU). From the 1st to the 9th of this month, jelly sales rose 27.4% from the previous month, and were up 28.8% compared with the immediately preceding week.
Food company Nestlé predicted in its “2026 Food & Beverage Trend Report” that texture will become even more important in the food market going forward. The report noted, “Beyond taste, texture and mouthfeel are emerging as core elements.” It went on to analyze, “Consumers are seeking multi-layered sensory experiences that encompass sight, touch, and texture.”
According to search trend data from Naver Data Lab on the 13th, search frequency for terms such as “jelly eolmeok,” “eolmeok jelly,” and “eolmeok” (all referring to jelly eaten frozen) began climbing on the 25th of last month and reached its peak with an index of 22 on the 4th and 100 on the 11th. Naver Data Lab designates the point with the highest search volume in a given period as 100 and presents all other values as relative figures.

mj@fnnews.com Reporter Park Moon-soo Reporter