Food Trends Shift Rapidly From Dubai Cookies to Spring Cabbage, Frozen Jelly

Following the Dubai chewy cookie craze, spring cabbage bibimbap and frozen jelly have emerged as the latest food trends, prompting rapid responses from retail and food companies. As consumer trends centered on experiencing new flavors spread through social media, the industry is rolling out new products and marketing campaigns targeting younger demographics.

According to industry sources on March 7, posts about spring cabbage bibimbap and frozen jelly are easily found on Instagram, X (formerly Twitter), and YouTube. Most content introduces personal recipes for enjoying these foods. Videos showing people sourcing spring cabbage at traditional markets and recommending jellies suitable for freezing are also proliferating.

Spring cabbage bibimbap gained attention after a scene from KBS entertainment program "2 Days & 1 Night" resurfaced, showing entertainer Kang Ho-dong seasoning spring cabbage and mixing it in a large bowl 18 years ago. Spring cabbage is grown from napa cabbage planted in winter, primarily cultivated in the relatively warm southwestern coastal areas including Wando and Jindo in South Jeollanam-do. It is characteristically sweeter than regular napa cabbage.

It may seem surprising that healthy spring cabbage bibimbap succeeded the Dubai chewy cookie, which caused sellouts with its moist exterior and crispy interior. However, industry experts point to the "seasonal core" trend popular among the MZ generation. "Seasonal core" combines "seasonal" with "core," meaning a particular trend or style, and refers to the movement of properly enjoying seasonal foods.

Demand for spring cabbage is rising rapidly. According to Emart, spring cabbage sales from March 1 to March 7 increased 146.8% compared to the same period last year. Prices are also climbing with rising demand. According to the Korea Agro-Fisheries & Food Trade Corporation, the wholesale price for a 15kg box of premium spring cabbage at Garak Market reached 47,099 won as of March 6, up more than 33% from early last month.

An Emart official said, "Spring cabbage is typically sold from October to March, so the season is actually ending and the size is getting smaller. But unprecedented popularity is causing prices to surge. Spring cabbage (4,980 won per bag) is one of the main items in our discount event running until March 11."

Food companies have also jumped in to capture consumer tastes. Daesang Jongga launched "spring cabbage geotjeori" in January as a seasonal limited-edition specialty kimchi. The product sold over 20,000 units in about two months since launch, equivalent to approximately 22 tons. A Daesang official said, "Spring cabbage geotjeori was planned as a seasonal limited product that proactively reflected the 'seasonal core' trend. It's receiving even hotter responses thanks to the SNS 'spring cabbage bibimbap' craze."

The frozen jelly trend is also gaining momentum. The method involves freezing jelly to enjoy a crispy, firm texture. The colorful appearance and crunchy texture appear to have captured young consumers' interest. Unlike Dubai cookies or spring cabbage, jelly being an easily accessible ingredient is also a factor in its popularity.

Frozen jelly popularity is expected to intensify ahead of White Day on March 14. Seven-Eleven is conducting marketing combining frozen jelly with famous characters including Sanrio's Hello Kitty and running 1+1 and 2+1 promotions on jellies frequently mentioned for freezing on social media.

Meanwhile, the food industry is noting the short lifecycle of dessert trends. Cases of rapid spread through social media followed by quick decline have repeated, from giant castella and honeycomb ice cream in the past to tanghulu recently. As trend changes accelerate, food companies face deepening challenges. While they pursue product development and marketing to keep pace with trends, consumer interest often shifts to other items by the time products launch.