What’s old is new again, and a new generation of South Koreans is seeking “healthy pleasures” in the form of froyo, aka yogurt ice cream. The “healthy pleasures” trend focuses on finding joy and satisfaction in activities that promote overall well-being and balance pleasure and health. Mindful eating and enjoying nutritious foods are part of this trend.
It’s worth noting that the tart froyo trend started in South Korea. Founded in 2002 in Seoul, Red Mango opened in 2003 and branches opened quickly throughout the country – and then beyond. Red Mango’s success in South Korea can be attributed to its unique taste that leaned more towards sour than sweet, making it a refreshing and healthier alternative to traditional ice cream. Red Mango original tart frozen yogurt was nonfat and contained live and active cultures. Then in 2005, as Red Mango was taking off in Seoul, Pinkberry opened in West Hollywood, California. Crowds, including celebrities, flocked to Pinkberry, and this led to a wave of froyo shop openings. Red Mango entered the U.S. market in 2006.
But back to the present day, new yogurt ice cream stores are opening in South Korea and attracting younger consumers, led by Yoajung and Yogurt World. Yoajung was founded in 2020 and was recently acquired by Samhwa (Food Products) in July 2024. Both brands emphasize the healthiness of their offerings and both are counter-serve. Both are growing rapidly.
Yoajung has emerged as the leading yogurt ice cream brand in South Korea and are known for allowing customers to customize their own combinations for their froyo. Popular toppings include honeycomb, fresh fruit, granola, chocolate chips, tanghulu, etc. Their yogurt ice cream is offered in soft serve form, and they only have one flavor, plain/original tart. They also carry Greek (refrigerated) yogurt. Yoajung entered the US market in 2023, opening in Honolulu, Hawaii. According to the Yoajung website, there are over 400 branches in South Korea and the #1 market share. Yoajung has also harnessed the power of celebrities and influencers, including Hyewon of girl group N-MIX, singer Kang Min-kyung, and YouTuber Ipjjat-eun Haetnim.
Yogurt World claims to be the #1 emerging yogurt brand in South Korea. It was founded in 2021 and is nearing 200 franchised stores. It carries more than one flavor of frozen yogurt. Their yogurt ice cream is made with Greek yogurt. This year, they introduced a low sugar froyo with 80% less sugar.
Packaged yogurt products are also on the rise in convenience stores and grocery stores in South Korea. South Korean convenience store chain, GS25’s Yoajung Parfait, is now the top-selling ice cream product, surpassing World Cone. GS25 and Yoajung developed the product, which features a creamy yogurt base, honey syrup, and chocolate balls. The Yoajung Parfait was an instant hit. Another type of yogurt that’s popular in South Korea is a super thick Greek yogurt called kkeu deok. It’s strained until it’ the consistency of ice cream or gelato. We had this type of Greek yogurt at a place called Let Eat Yogurt in Anaheim, California.
While we don’t see a big difference between Yoajung, Yogurt World, and Red Mango, there does seem to be more of an emphasis on creative toppings and a growing desire for lower sugar offerings.
