According to the Korea Agro-Fisheries & Food Trade Corporation (aT) and its export information service KATI, during the first Korean Wave in the early 2000s, sparked by the drama Winter Sonata, K-food in Japan was mainly enjoyed by housewives in their 40s to 60s. Back then, people replicated on-screen food culture at home, driving a cooking-centered consumption pattern.
These days, K-food has shifted quickly toward experiential content designed for social media, and the core audience has expanded to center on Gen Z.
Korean desserts are now seen as highly photogenic—perfect for feeds and shares—which has boosted their appeal among younger eaters. Items such as Yoajeong, krocci (a dessert that blends croissant dough with tteok), and macaron cereal have even been highlighted by Japanese trend analysts as Gen Z food trends to watch in the first half of 2026.
Because they photograph well and are made for sharing, K-desserts are influencing Gen Z eating habits. In Korean cultural districts like Shin-Okubo, hands-on K-food experiences at Korean-style cafés and street snack shops are on the rise.
An aT official said, “The Japanese K-food market is moving from a household-ingredient, housewife-focused consumption model to a trend-driven model led by Gen Z.” The official added, “Japanese Gen Z shows strong interest not only in the food itself but in consumption that combines social media sharing with real-life experiences, making K-food popular as content-driven cuisine.”
