I wondered who would eat something like this… Food rage among MZs [김세린의 트렌드랩]

Photo = Getty Image Bank Recently, the ‘My Recipes (My+Recipe)’ trend of developing your own recipes has gone beyond being a simple fad and is having a significant impact on the public’s eating habits. This is due to the increased influence of social networking services (SNS) and influencers.

The Nashpie trend can be seen as an extension of the ‘modisumer’ trend, which reinvents products in a unique way. In particular, recipes that are easy to follow using ingredients that are easy to find nearby are attracting attention. Most recently, the dessert ‘Chestnut Tiramisu’ made using only convenience store ingredients appeared in the Netflix cooking competition program ‘Black and White Chef: Cooking Class War’, which became so popular that easy and simple chestnut tiramisu recipes were posted on social media. This has led to competition in the convenience store industry to launch new products.

According to the industry on the 23rd, food and beverage brands that respond quickly to trends are gaining popularity by launching mod consumer foods enjoyed by the MZ (Millennial + Z) generation. We are focusing on commercializing recipes that are popular online by applying each brand’s unique characteristics and know-how to produce higher quality and consistent taste. These products are interpreted to have stimulated consumer curiosity in that SNS recipes can be easily tasted at franchise cafes or convenience stores.

Twosome Place ‘Ashotchu’. Photo = Provided by Twosome Place A representative example of the modishumer trend leading to product launch in the cafe industry is the so-called ‘Ashotchu’, which adds espresso shots to iced tea. Ashotchu made its name known in a small way with the customized menu enjoyed by some enthusiasts, but it gained explosive popularity mainly on social media and was released as an official product last summer.

Franchise cafe brands have successively introduced Ashotchu as menu items, capturing the hearts of the MZ generation. For example, Twosome Place Ashotchu sold more than 300,000 cups in just two weeks after its launch last June. Twosome’s explanation is that it broke the record for ‘most sales in the shortest amount of time’ among the new coffee menu items.

According to the company, Twosome Ashotchu accounts for about 40% of sales among people in their teens and twenties, and has received a warm response from the Jalpa generation, which is the age group that most actively uses SNS and leads trends. A Twosome Place official said, “The Ashotchu menu started out as an ‘off-the-menu menu’ that only a few people enjoyed, and has emerged as a ‘favorite’ coffee menu for young people.” “We are proud of our continued popularity, selling over 10,000 units,” he said.

Videos related to the ‘banana + coffee’ combination recipe that became a hot topic on social media. Photo = YouTube capture Twosome recently paid attention to the fact that the recipe for mixing ‘banana-flavored milk’, known as a representative K-drink, with coffee has become a new micro trend, recording high views on TikTok, Instagram, etc. A company official said, “As coffee is a daily beverage for people around the world, various customized recipes have been popular. We have confirmed that the banana flavor is attracting attention as a unique combination because it does not have a wide range of likes and dislikes and goes well with coffee.” He informed me.

Accordingly, on the 8th, ‘Banana Shot Americano’ and ‘Banana Shot Latte’ were launched. This is a new menu that combines banana flavor and Twosome Place premium coffee, allowing you to choose between a clean Americano version and a smooth latte type depending on your preference.

Twosome Place ‘Banana Shot Americano’. Photo = Provided by Twosome Place It is said that as soon as these menus were released, they were receiving positive responses online, such as “Banana coffee has been popular these days, and Twosome came out with it,” and “I want to buy it and try it to see what it tastes like.” A Twosome Place official added, “We wanted to raise expectations among young customers who may have seen the banana coffee recipe on social media by introducing a unique and trendy menu rather than coffee that can be found everywhere, such as Americano and cafe latte.”

In addition, the ramen industry is the quickest to turn out recipes that have become popular through SNS, broadcasts, and movies into products. As this is an industry where new products are released very frequently, when a ramen recipe becomes popular among consumers, it often becomes available for purchase on the market not long after.

Nongshim’s ‘Shin Ramyun Tumba’ cooked using a popular recipe on SNS. Photo = Reporter Kim Se-rin Recently, Nongshim launched ‘Shin Ramyun Toowoomba Big Bowl Noodles’ on the 23rd of last month, taking inspiration from the ‘Shin Ramyun Toowoomba’ recipe, which was evaluated as making a mark in the ramen cooking world. Shin Ramyun Toowoomba is a food made by adding milk, cheese, shrimp, bacon, etc. to Shin Ramyun. It is a product that has been steadily gaining popularity on social media since 2016 due to its unique spicy and mild taste. Nongshim focused on creating the spicy and chewy texture of Toowoomba pasta by adding the savory taste of whipped cream, cheddar cheese, and Parmesan cheese based on the spiciness of Shin Ramyun.

In fact, according to Nongshim, right after its launch, Shin Ramyun Tumba Big Bowl Noodles became a hot topic on social media due to the advantage of being able to easily enjoy modishumer recipes, and 2.1 million units were sold within 18 days of launch. It is said that during the same period, it ranked first in sales among Nongshim Yonggi noodles in the convenience store channel. Thanks to its popularity, Nongshim launched the ’11th Shin Ramyun Tumba Big Bowl Noodles’ product made with bag noodles.

A Nongshim official said, “The reason we decided to launch bag noodles about 3 weeks after launch is because Yonggi noodles are gaining sensational popularity that exceeds expectations.” He added, “Currently, the supply of Shin Ramyun Tumba large bowl noodles is not keeping up with demand, so Yonggi noodles are We are preparing to expand supply. He said, “We decided to launch the bag noodles due to continued consumer feedback requesting bag noodles.”

An industry official said, “New products introduced by the food and beverage industry based on popular recipes on SNS are causing a sell-out crisis by word of mouth among consumers who are sensitive to trends even before launch.” “Thanks to some degree of familiarity with ‘familiar tastes.’ The purchase conversion is smooth and high sales volume is often recorded. “Small and medium-sized businesses that are not part of the large franchise industry have also reflected this consumption trend and are increasingly focusing on introducing unique new products rather than focusing on basic menu items,” he pointed out.

Recently, the ‘trend’ no crab trend’in words come out to the extent young the floor looking for The trend is fast It changes. ‘why This eat, looking for, Are you enjoying it?’ understand It was difficult young culture. The distribution industry in trend sensitive young the floor amused things enterprise marketing Even in activities big influence I’m crazy here. various trend dealing with studying Kim Se-rin’s Trend Lab(laboratory)In ‘recently floaty those’second Introducing

Kim Se-rin, Hankyung.com reporter [email protected]