▲ A Halmaenial Trend Snack, Yakgwa and Cookie (Photo from DKH)

   A popular new trend in the domestic snack market is " Halmaenial." Halmaenial is a newly coined term that combines "Halmae," from the dialects of grandmothers in Gangwon, Gyeongsang, Jeolla, and Chungcheong regions, with "Millennials," the generation born between the early 1980s and early 2000s. However, the expression refers to the consumption of unique traditional foods. In Korea, flavors like black sesame, mugwort, and red bean are well-known by our grandparents’ generation and they are at the root of this interesting new snack trend dubbed Halmanial. 

   According to the lifestyle brand JAJU, 9 out of 10 of their top-selling products in 2021 were Korean traditional snacks. Over 700,000 products were sold. They included Dalgona followed by ‘Barley hardtack’, ‘Nurungji’ and ‘Yakgwa.’ These products are considered Halmaenial. Yakgwa is a traditional Korean confectionery made from a combination of honey and oil, resulting in a sweet and slightly savory flavor. It is often served in traditional contexts during significant occasions, holidays, and commemorative events. Collaborations between distribution companies, the famous Korean snack store, and cafes resulted in an innovative fusion of Yakgwa and scones, doughnuts, and cookies. In convenience stores, sales of Yakgwa increased from 84 to 227 percent. However, Yakgwa was not the only traditional snack to experience a rise in popularity. Dalgona gained worldwide popularity through the popular Netflix serial the ‘Squid Game.’ Combining sugar and baking soda, the heated mixture is poured onto a framed flat plate with a shape depicted in the middle. Once the mixture hardens, the center shape is removed with a needle while trying to ensure the rest of the form remains intact. If you are successful at removing the center form you win another new Dalgona. The popularity of Dalgona is rising as more and more people find joy in eating the snack while focusing on these playful challenges.

   So why is ‘Halmaenial’ so popular with the younger generation? To begin with, ‘Millennials’ are fascinated with maintaining a healthy lifestyle. The main ingredients of Halmaenial food - red beans, Injeolmi, black sesame, and mugwort – captivate millennials due to their nutty taste, unique texture, and health benefits. Notably, black sesame stands out as a rich source of anthocyanin a powerful antioxidant. It also contains ten times more calcium and iron than milk, contributing significantly to bone health. Other traditional foods such as rice cakes and Nurungji, or scorched rice, are often used as meals because they have a nutty flavor and offer sufficient satiety. The second reason this retro food phenomenon is enthralling every generation is due to nostalgia. Nostalgic food evokes middle-aged childhood memories, while at the same time offering the MZ generation a sense of novelty. Despite being rooted in Korean traditional cuisine, Halmaenial food is still uncommon, so some people think of it as an exotic treat. There is nothing like it found in Western food, so it satisfies the needs of a younger generation looking for unique cultural experiences. The third reason behind this trend is the younger generation’s need to experience extraordinary culture. Because of harsh realities – such as the continued recession and the COVID-19 pandemic -, young people have not had the chance to experience new things with regularity in a long time. Mun Jeong -hun, - a professor in the Food-Business Department at Seoul National University, said, “The younger generation, who was accustomed to new trends through annual international travel before the pandemic, has been grounded for the past two and a half years. This led to a tendency to consume sophisticated and exotic content through retro culture, which lets them feels like they are time-traveling to the past.”

▲ Dalgona Candy from Squid Game

   The Dankook Herald (DKH) team tried some Halmaenial snacks. They can be purchased at convenience stores and drug stores, so despite their exotic nature, they were easy to locate. Unlike desserts such as candies and chocolates, Yakgwa has the advantage of balanced sweetness and its composition of glutinous rice, makes it easier to digest than wheat-based products. Convenience stores are selling new mini Yakgwa so now, consumers who had difficulty eating ordinary Yakgwa because of its large size, have an option that is easier to finish. Reflecting recent trends such as the hugely popular Pokemon bread, Yakgwa is also sold with its own unique stickers. In line with the " Halmaenial " trend, Seoul Milk will soon launch a new grain milk using black sesame. Black sesame milk is fragrant and soft, and it does not contain much sugar per volume, providing a great option for those seeking a refreshing and lightly sweetened beverage. The DKH also tried dried persimmon with strawberries at a traditional Korean cafe in Haenggung-dong, Suwon. The combination of dried persimmons and fresh fruit was pleasantly satisfying. The DKH recommends the restaurant to all our foreign students because it offers an atmosphere of Korean charm coupled with a great food menu.

   As a result of experiencing Halmaenial food, our team realized the trend extends beyond the mere pursuit of delectable flavors. It represents a movement among the younger generation, who seek out exciting tastes, prioritize health and enjoy moderation. The DKH expects the trend will continue to establish itself as a means for all ages to easily embrace traditional foods while enjoying an exotic experience unique to South Korea.