South Korean food brands revive classics with trendy twists to attract younger consumers

South Korean food manufacturers are finding success by blending nostalgia with modern tastes, updating long-standing popular products to capture the attention of younger generations. This strategy leverages established brand recognition while incorporating current culinary trends, effectively extending the lifespan of beloved snacks.

Orion, a prominent player, has seen significant traction with its revamped classics. The 'Hot Break' snack, now 41 years old, launched a chewy cookie bar version in January that sold 10 million units in just six months. Dubbed 'Hot Jjonku,' this iteration moves away from the traditional peanut-nougat-chocolate formula, instead embracing the chewy marshmallow and crunchy cookie textures popular among Gen MZ.

Similarly, Orion's 31-year-old 'Mitz' cookie has been reimagined with a 'salted cheese' flavor, adopting a bright yellow hue instead of its signature black. This visual and taste novelty has generated considerable online buzz, with recipes combining 'Mitz Salted Cheese' with ice cream and other ingredients garnering millions of views on social media.

“

Steady seller products that have been loved for a long time are experiencing a new golden age by adding trendy flavors and freshness.

Nongshim is employing a comparable strategy. Building on the success of its 1971 'Shrimp Crackers,' the company introduced 'Meoktae-kkang' (dried pollack crackers) in 2024. This snack, featuring the savory taste of dried pollack and a spicy kick from Cheongyang chili and mayonnaise, has become a popular "anju" (snack to accompany alcohol), selling approximately 52 million bags in the first half of the year. Following this success, Nongshim launched 'Yukpo-kkang' (jerky crackers) in June, which sold 3 million bags within its first month.

Lotte Wellfood has also joined this trend, releasing 'Jelly Jaws Bar' and 'Jelly Screw Bar' last month. These products incorporate the popular 'frozen jelly' trend among Gen Alpha and Gen Z, featuring a crunchy ice cream exterior with a chewy jelly interior. This approach of updating established brands lowers consumer barriers to trying new products, allowing companies to leverage existing distribution networks and brand equity while infusing new appeal.

“

We will provide different fun and experiences by interpreting consumers' diverse tastes and trends from a new perspective.