The ‘Grandmanniel’ trend from Korea, is making its way to the United States, as traditional Korean snacks gain popularity among young consumers.
Grandmanniel, a term blending ‘grandma’ and ‘millennial,’ describes millennials who are fond of the flavors reminiscent of their grandmother’s era.
Starting with classics like yakgwa (traditional honey cookie), there has been a notable surge in the interest in Korean traditional sweets among millennials, including treats like mugwort rice cake, black sesame flavored snacks, walnut cake, and various teas.
In response to this trend, cafes in LA Koreatown are catering to these nostalgic tastes, as are shaved ice shops, bakeries, rice cake shops, and Korean markets.
Damo, known for its traditional Korean snacks and tea, has become a hotspot, often with lines out the door during peak hours. Their popular refreshment set features modern twists on classics like mugwort waffles, sticky rice cakes, dried persimmons with cream cheese and walnuts, yakgwa, and walnut cakes.
Ted Nam, owner of Damo, attributes their success to reinterpreting traditional snacks with contemporary flair and introducing novel flavor combinations, attracting a clientele that is predominantly from the younger generation.
Specialty shaved ice store Okrumong offers a variety of traditional shaved ice flavors alongside classic snacks like iced schizandra tea, sweet red bean porridge, and sweet pumpkin porridge, attracting an increasing number of young consumers, including those from diverse ethnic backgrounds.
Coin de Rue Bakery blends traditional Korean snacks with French confections, offering treats like dried persimmons, yakgwa, financiers with dates, madeleines, and dacquoises, which have gained popularity for their unique fusion of savory and sweet flavors.
Rice cake shops have also seen a rise in younger customers, drawn to offerings like Siroodang’s snow-white rice cakes, Seoul Bakery’s Baram rice cakes, sesame Songpyeon, JiHwaJa Rice Bakery’s rainbow rice cakes, yaksik, and chalteok, all available at affordable prices.
At Hannam Chain’s LA store, sales of traditional snacks have increased significantly, with items like yakgwa doughnuts, chestnut yanggang, and dried persimmons flying off the shelves. Customers, often influenced by social media, flock to the store to purchase these nostalgic treats.
Zion Market is also joining the trend, offering discounts on traditional snacks like Nobrand’s red bean yanggang, rice yakgwa, and yakgwa doughnuts, making these beloved treats accessible to a wider audience.
BY HAEUN CHUNG, HOONSIK WOO [chung.haeun@koreadaily.com]
