The popularity of bungeoppang reflects its deep cultural roots. (Yonhap)
SEOUL, Dec. 2 (Korea Bizwire) – Daangn, a South Korean hyperlocal platform, is seeing unexpected success with its new “Bungeoppang Map,” a user-driven feature that helps people locate street vendors selling bungeoppang, a beloved fish-shaped winter pastry filled with sweet red bean paste.
The map, launched on November 20 as a seasonal offering, has sparked a surge in engagement, with searches for “bungeoppang” increasing 135-fold compared to mid-November.
The map allows users to pin, update, or review vendor locations in real time, fostering a collaborative community-driven tool.
In just ten days, over 3,000 reviews were submitted, with short videos and live feedback enhancing the interactive experience. Areas like Busan’s Yeonsan-dong and Seoul’s Sillim-dong have become top contributors.
The popularity of bungeoppang reflects its deep cultural roots. Emerging as a street food staple in the 1960s, it became ubiquitous by the 1970s, symbolizing warmth and nostalgia during Korea’s cold winters. Over time, new variations with fillings like cream, cheese, and sweet potato have expanded its appeal.
However, rising costs are threatening this cherished tradition. Red bean prices have climbed 10% year-over-year, while LPG fuel costs, essential for bungeoppang vendors, are also expected to rise.
These challenges have led to fewer vendors and higher prices, earning bungeoppang the nickname “gold bungeoppang.”
In response, the frozen food industry is capitalizing on the demand, offering convenient at-home options. Major brands, such as Shinsegae Food, now sell frozen bungeoppang in diverse flavors like pizza and sweet potato cheese.
These products cater to consumers seeking affordable alternatives amid inflationary pressures.
Daangn’s map not only helps consumers rediscover a nostalgic treat but also underscores the changing dynamics of street food culture in Korea. Despite the challenges, the enduring popularity of bungeoppang showcases its special place in the hearts of Koreans.
Lina Jang (linajang@koreabizwire.com)
