Gummy Candies Trend in South Korea

The article explores the phenomenon of stretchy candies that have become a trend in South Korea, where the focus is on the texture of the product as a key part of the experience, not just the taste. These candies include products that range from crispy to chewy, such as torn cakes or mousse with a chewy consistency, with more consumers eager to try this distinctive texture—especially with the rise of videos showing the candy being stretched or cut open to reveal the fillings inside. Items like butter cakes and certain types of ice cream featuring a chewy texture have sold millions of units in just a few months. This trend has even extended beyond traditional sweets to foods like pizza. Its popularity is largely driven by social media platforms, which attract audiences through videos showcasing the stretching and cutting of candies, adding elements of surprise and excitement to the eating experience. This has helped make the chewy texture a major attraction in South Korea’s market for sweets, cakes, and ice creams.

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