Tanghulu – Chinese candied fruit – have remained crowd favorites among the younger set. (Image courtesy of Yonhap)
SEOUL, May 29 (Korea Bizwire) – Where do young adults in Seoul most frequently dine out on weekends? According to an analysis by the Shinhan Card Big Data Research Institute, the trendy district of Mapo has overtaken the city’s traditional downtown as the prime weekend dining destination for those in their 20s.
From 2019 through last year, the study found that the top area was Jung District, home to landmarks like Myeongdong, Chungmuro and Namsan Mountain.
But in 2023, Mapo surged to become the nouveau hot spot, buoyed by the expanding Hongdae nightlife scene spilling into nearby Yeonnam and Mangwon, as well as booming interest in birthday cafes catering to K-pop idols.
Yeongdeungpo and Seongdong were the next two districts showing the biggest increases in their share of young adult diners compared to 2019, trailing only Mapo’s 3.5 percentage point gain.
The opening of a new Hyundai department store likely drove Yeongdeungpo’s 2.2 percentage point rise, while a burgeoning food and pop-up scene propelled Seongdong 1.9 percentage points higher.
In the realm of trendy cuisines, the fiery, addictively spicy flavors of Chinese malatang soup as well as the sweetness of tanghulu – Chinese candied fruit – have remained crowd favorites among the younger set.
From December through February, orders for malatang at restaurants showed the combined share for teens and 20-somethings hitting 33.3 percent, with the 40-something crowd posting the highest rate overall at 30.3 percent — possibly including parents treating adolescent children.
The tanghulu niche witnessed a 13-fold jump in franchised locations across South Korea last year compared to 2022. Orders from the under-30 crowd accounted for 38.8 percent of that category’s sales.
Despite indulging in their cravings for spice and sugar, young Korean diners also showed a keen interest in healthy self-care.
Last year, salad chains and gyms saw their highest visitation rates among teenagers and people in their 20s, with figures reaching 32.5 percent and 26.9 percent, respectively.
Lina Jang (linajang@koreabizwire.com)
