Japanese food journalist Yamajiriya attributes the popularity of Korean yogurt ice cream with young Japanese consumers to social media trends, the perception of yogurt as healthier than ice cream aligning with the healthy pleasure trend, and the customizability that allows one to express one’s individuality and preferences. K-pop idols (e.g., Yoajung’s collab with TOMORROW X TOGETHER TXT) have shared their favorite combinations, and this has led fans to recreate these combinations.
Three Korean yogurt ice cream chains have entered the Japanese market within the last year, starting with Yoajung in July 2025, followed by Yogurt World in November 2025, and Yogurt Purple in January 2026. All three chose to open first in Osaka’s Koreatown.
The race is on; Yogurt World has 27 branches in Japan and Yoajung has 26 branches. All three Korean froyo chains use a base made with milk and yogurt powder, offer customization through toppings selection, and emphasize the popularity of yogurt ice cream in Korea. They are counter-serve. The yogurt creations from all three look similar.
Yogurt World
Yogurt World is a fast-growing Korean chain that was founded in 2021. It has over 250 locations, making it one of the top ten largest froyo chains in the world.
Japan Branch Count (2026)
- 27 branches
Japan Debut
- Osaka, November 2025
Strategy & Positioning
- Premium customizable yogurt ice cream bowls
- Highest customer satisfaction ratings
- Japan-specific menu
- Franchising
Yoajung
Yoajung is the world’s largest froyo franchise (by location count) and it also quickly became one of the leaders of the Japanese frozen yogurt scene. It was founded in Korea in 2020.
Japan Branch Count
- 26 branches
- Plans to reach 50 stores by the end of 2027
Japan Debut
- July 2025, Osaka Korea Town
Strategy & Positioning
- Customizable premium yogurt ice cream
- Flagship stores in high‑traffic districts offering customizable desserts
- Franchising
- Short‑term pop‑ups
- Targeting Gen Z with interior design optimized for TikTok and Instagram
Yogurt Purple
Yogurt Purple is newer to the Japanese market but entering Japan with serious backing.
Japan Branch Count
- 14 branches
- Multiple Tokyo, Saitama, and Fukuoka stores planned for 2026
Japan Debut
- January 5, 2026, Osaka Korea Town
Strategy & Positioning
- Master franchise agreement with Geosan Group (the team behind Nene Chicken Japan with experience introducing Korean dining brands into Japan)
- Purple branding + mascot Yopu
- Trend‑driven toppings (Yakgwa, muscat grapes, honeycomb)
- Wellness‑focused menu (e.g., acai bowls, yogurt ice cream, Greek yogurt)
Outlook for Japan’s Frozen Yogurt Market
Japan’s dessert market is booming, and froyo is benefiting from the desire for high protein desserts, the desirability of Korean food and desserts, and social media trends.
Yoajung is also expanding across Asia, including Australia, Philippines, Hong Kong, Singapore, China, Indonesia, and Vietnam. They’re also in Canada and the US. Yogurt World does not the same presence across Asia, but the Japanese market shows that it can keep up with Yoajung at least in one market.
