Popcorn trend explodes
Cream Pop’s popcorn ice cream.Provided by the companies
Its popularity has surged recently with an onslaught of overseas brands opening up stores dedicated to the treat.
The launch of Chicago’s Garrett Popcorn Shops at department stores and malls in Korea has been especially well received because its products mix caramel and cheese-flavored popped kernels.
“It is hard to specify our sales, but our stores have been positioned in the top three in terms of sales among dessert shops,” said Han Sang-beck, the brand manager for Garrett Korea. “Just like our stores are known to have customers lining up in the United States, Japan, Singapore and elsewhere, a similar buying pattern has been established among local consumers here in Korea as well.”
Popcorn brand KuKuRuZa from Seattle jumped into the market in October at Parnas Mall in southern Seoul, hoping to appeal to consumers with its gourmet products. Its best-sellers include popcorn covered in caramel and crushed espresso beans, and white and dark chocolate. Differing from most overseas franchises that go after consumers in large metropolitan areas, KuKuRuZa also opened a store in Jeonju Hanok Village, South Jeolla, in December.
Diverse flavors have been considered the major reason local retailers have stocked up on popcorn.
“Since popcorn is easy to make and it is possible to mix it with a variety of flavors and smells, the snack has been popular in the global market,” a report last year on processed food by the Ministry of Agriculture, Food and Rural Affairs said.
While foreign franchises continue to open popcorn stores at major shopping malls in Korea, some local shops selling it are competing by introducing rare flavors. While shops that originated overseas carry caramel, chocolate or coffee flavors, Cream Pop in Sinsa-dong, southern Seoul, has popcorn sprinkled with garlic or pepper.
Garrett Popcorn Shop’s Chicago caramel and cheese mix.Provided by the companies
Sensing the trend, other dessert franchises have responded quickly by introducing new items made with popcorn - predominantly using caramel, the most popular flavor.
Ice cream franchise Baskin-Robbins introduced its Pop Corn Sundae last month in plain and caramel. Either can be mixed with any of the shop’s ice cream flavors.
“Since the initial sales report exceed our expectations even when the product wasn’t our main item, we are thinking about keeping the promotional menu for a longer term,” said Sung Gi-wan at Baskin-Robbins Korea.
CU’s original pre-popped popcorn. Provided by the companies
Popcorn sales grew four-fold to 10 percent last year at CU, the nation’s largest convenience store chain. 7-Eleven also saw popcorn sales double in 2014 compared to 2012.
“Previously, there were only limited types of popcorn products that come in a pouch that required heating in a microwave to make the corn pop,” said CU in a statement. “However, after pre-popped corn was packed in a bag just like any other snack, popcorn became much more popular.”
The flavors on offer are also more diverse than at dessert shops. Stores stock consomme soup, soy sauce or sour cream and onion popcorn, as well basic butter or caramel.
BY LEE SUN-MIN [summerlee@joongang.co.kr]
with the Korea JoongAng Daily
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