imagesColumn

[Korea] “NUDAKE,” a new Korean dessert brand that is taking SNS by storm with its unique concept of “art x dessert” is a hot topic.

images

Enjoy Unique Flavors
A new kind of sweet: onigiri x croissant

NUDAKE, the new Korean dessert brand that created Oniwassan, a combination of onigiri (rice balls) and croissants, has become a hot topic of conversation whenever a new store opens.


The Sinsa store (opening in 2023), which reinterprets the croissant as an “Original Pleasure” and expresses the feeling of happiness when eating a croissant in the store space with objects, etc., has attracted a lineup of inbound tourists as well as Generation Z in Korea, and the store is frequently posted on Instagram, etc. The restaurant's interior is frequently posted on Instagram and other social media.
Oniwassan, the signature menu item, is a triangular, square, or circular rice ball made of croissant dough, available in unique flavors such as kimchi and cod roe, and costs 5,500-6,000 won (approximately 620-680 yen) per piece. The Dosan and Songsudong stores are based on the theme of “TASTE OF MEDITATION” with black as the base color, providing a space where customers can concentrate on their taste buds. Customers can enjoy the designer's innovative products born from the brand slogan “MAKE NEW FANTASY.
In particular, “Tomato” (12,000 won, about 1,300 yen), a tomato-shaped jelly with orange and pomegranate sauce trapped inside, and “Peak Cake” (39,000 won, small 23,000 won, about 4,300 yen, 2,500 yen), which overflows with green tea cream and reminds one of Jeju's Mount Hanra, It looks like a museum exhibit.
In March 2024, an overseas branch will open in Shanghai, with a theme of “gym,” featuring a line of bread shaped like exercise equipment.

images

Fusing food, art and fashion,
Raise awareness among Generation Z through social networking sites.

GENTLE MONSTER, the parent company of NUDAKE, is an eyewear brand with a wild personality that also has a store in Aoyama. Many Korean celebrities are also patrons of the brand. Gentle Monster has fused food, art, and fashion into NUDAKE.
The company has applied the technique of gaining popularity through sensibility to cafes, differentiating itself in a highly competitive market with its unique desserts that combine unique design and delicious taste. Each store has its own concept, and consumers “live” in different stores by going to the store of their choice.
Although the prices are relatively high, their individuality and uniqueness have attracted the attention of celebrities and influencers, and have led to increased visibility among Generation Z. Tourists who see them on social networking sites visit them and share their experiences on social networking sites, attracting new visitors.

images

Translated with AI Translator


This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

    ＊＊＊

  • May 10, 2024
  • 1937 Views

Reproducing and quotation
  • The copyright of this report/column is held by Intage Inc. or the company to which the author belongs. Please confirm the following prohibitions and cautions, and specify the source when reproducing or quoting.
    Example:
    "Source: Intage's Research Report "(Report title) (issued on DD/MM/YYYY)"
    "Source: Global Market Surfer, article published on DD/MM/YYYY"
  • Prohibiton:
    • Modification of part or all of the contents
    • Sale or publication of part or all of the contents
    • Use that is offensive to public order and morals or that leads to illegal activities
    • Reprpducing or quotation for the purpose of advertising or sales promotion of companies, products, or services.
  • Other cautions:
    • We are not responsible for any trouble, loss or damage caused by the use of this report.
    • These terms of use do not restrict the use of quotations, etc., which are permitted under the Copyright Act.
  • If you have any questions about reprinting or quotation, please contact us from here