'Churros' snack gets popular

For years, churros could only be bought at amusement parks, but it now appears to be part of the mainstream culture. / Yonhap

Take a stroll in any trendy Seoul neighborhood and you’re likely to see at least one store selling “churros,” the fried-dough pastry that is popular in Spain, Portugal and other countries.

Not all these stores will have the long lines that form in front of those in Gyeongnidan, near Itaewon. However, people munching on theses treats can be spotted in Seoul neighborhoods from Hongdae to Sinsa-dong.

The dough is fried in long cylinders and rolled in cinnamon sugar. For years, the treat could only be bought at amusement parks, but it now appears to be part of the mainstream culture.

Recent data shows that there are currently 21 franchise churro brands that have registered with the Fair Trade Commission. Among them, 17 brands registered last year.

Street Churros which opened in Gyeongnidan in February 2014, has opened up 15 more stores. The original store sells some 3,000 churros daily.

Industry sources attribute the popularity of the snack to its cheap price and availability. The snack is commonly sold between 1,500 won and 2,500 won, making them considerably cheaper than premium snacks such as macaroons.

Retailers have also been cashing in on the soaring demand. Hyundai Department Store opened churros “pop-up stores” at locations in Apgujeong-dong and the Korea World Trade Center in southern Seoul and the KINTEX convention center in Goyang, northwest of Seoul.

Each of the stores made some 40 million to 50 million in sales. The pop-up store at the Hyundai Department Store in Sinchon will run through mid-February.

“Churro 101” at Gourmet 494, a premium food hall at the Galleria Department Store in Apgujeong-dong has sold 120,000 churros after opening in January last year. The shop has topped the monthly sales chart for the stores in the mall for most of the past year.

Confectionery firms have also jumped on the boat to capitalize on the craze. Crown Confectionery introduced its “Churrot” which has marked one billion won in sales since its release about a month ago.

Nongshim has launched its “Whole Meal Snack,” a churros-type snack made of flour and cinnamon powder.

“Our plan is to focus on making products based on trendy snacks among younger consumers, such as churros,” a Nongshim spokesperson said.