Why grandma’s desserts are suddenly cool with young Koreans

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Rice cake was once seen as a dessert only eaten on holidays, while many younger people viewed yakgwa, or traditional Korean honey cookie, as too sweet and greasy. “Isn’t rice cake something you only eat on holidays?” and “Isn’t yakgwa too sweet?" However, the mood has shifted.

Young adults in their 20s and 30s now line up at popular rice cake shops and yakgwa specialty stores, drawn to what are being called “halmaenial desserts” — a blend of “grandmother” and “millennial” to describe the younger generation’s rediscovery of traditional sweets through a modern lens.

The trend looks playful on the surface, but behind it lies a deeper shift in how people think about health, diet and snacking.

One major appeal is simpler ingredients. Instead of heavy doses of sugar and syrup, many of today’s traditional snacks focus on basic components such as rice, grains, honey and malt syrup. The sweetness is toned down, allowing the natural flavors to come through. With fewer artificial colors and flavorings, these treats fit neatly into the growing idea of “ingredient-conscious desserts,” where people choose snacks they feel better about eating.

The role of these foods has also changed. Rice cakes are no longer just a sweet bite but are often used as a light meal replacement. Versions made with brown rice, whole grains or beans offer more fullness with less digestive burden, making them popular before or after workouts or on busy mornings. Yakgwa, meanwhile, has been resized and lightened, turning it into a coffee companion rather than a heavy indulgence. Many consumers say it feels gentler on the stomach than cakes or cookies, helping it find a place on cafe menus.

What makes these desserts especially appealing a small portion is often enough to feel satisfied. For people watching both blood sugar and weight, that balance matters. Bite-sized yakgwa or lightly sweetened jellies are seen as treats that allow moderation, reflecting a broader move away from all-or-nothing dieting toward controlled enjoyment.

This is also more than a retro fad. While the branding draws on tradition, the way these desserts are sold fits today’s lifestyle: smaller portions, easy-to-carry packaging and even freezer-friendly options. Add in photogenic designs and stylish wrapping, and traditional snacks suddenly feel contemporary. They are being chosen not because they are old-fashioned, but because they have evolved to suit how people live now.

Ultimately, the rise of halmaenial desserts reflects changing attitudes toward health. Rather than cutting out sweets entirely, many people are looking for snacks that feel kinder to the body. By simplifying ingredients and focusing on natural flavors, traditional treats have slipped neatly into this mindset. That is why rice cakes, yakgwa and jellies are no longer just nostalgic bites, but have become today’s version of a “health dessert.”

This article from Kormedi.com, Korea’s top health care and medical portal, is translated by a generative AI system and edited by The Korea Times.