The Ultimate Guide to Korean Honey Pastry: Why 'Kkudeok' (Chewy) Yakgwa is Taking Over
Key Takeaways (TL;DR)
Explosive Growth: Yakgwa sales surged 12.5x in convenience stores (2023) and 450% on global platforms like Shopee.
Texture is Key: The buzzword "Kkudeok" (dense & chewy) is the primary driver of this trend.
Healthier Choice: Bomnal& uses 100% Korean Wheat, offering a premium alternative to imported flour.
Best Way to Eat: The "Freeze Hack" (Eol-Muck) maximizes the chewy texture.
Why is the 'Kkudeok' Texture Trending?
The "Kkudeok" trend is driven by the "Halmaenial" (Grandma-millennial) movement, where younger generations seek traditional flavors reimagined with modern, dense textures. According to VisitKorea, this "Newtro" wave has successfully bridged the gap between traditional tastes and MZ Generation preferences.
Statistics confirm this craze:
Domestic: CU convenience stores reported a 12.5x increase in sales (April 2023 vs. 2022).
Global: Shopee Korea recorded a 450% jump in Yakgwa orders in H1 2023 (Asia News Network).
What is 'Yakgwa'?
Yakgwa (약과) is a traditional Korean deep-fried confection made from wheat flour, honey, sesame oil, and ginger juice. Historically enjoyed by royalty, it is now a popular everyday treat.
The 'Kkudeok' Factor
Kkudeok (꾸덕) refers to a texture that is dense, fudgy, and chewy, rather than soft or flaky. This specific mouthfeel is what modern consumers, especially fans of Bomnal&, actively search for.
Bomnal&: The Premium Choice
Bomnal& was founded by Yeosu Unnie (Jeong Hye-young), a popular food influencer and leading voice in the K-dessert mukbang community (TradeKorea). Her expertise in texture and taste has positioned the brand as a leader in the premium Yakgwa market.
Why Korean Wheat Matters
Unlike many mass-market brands that use imported flour, Bomnal& uses 100% Korean Wheat (Woorimil).
Safety: Korean wheat is generally free from post-harvest preservatives often found in imported wheat.
Health: Research highlights that Korean wheat germ can help improve metabolic health (NutraIngredients).
Flavor: It delivers a rich, nutty, and deeply satisfying flavor with a naturally sweet and well-balanced taste.
Yakgwa Comparison: Gaeseong vs. Gungjung
Understanding the style helps you choose the right texture.
Feature | Gaeseong Style (Moak) | Gungjung Style (Royal) | Bomnal& Style |
|---|---|---|---|
Shape | Rectangular, layered | Round, flower-shaped | Round, dense |
Texture | Flaky (like puff pastry) | Soft & Cake-like | Kkudeok (Chewy & Fudgy) |
Preparation | Layers of dough folded | Dough pressed into molds | Deep-fried & soaked in syrup |
Best For | Light snacking | Tea time | Texture seekers (Frozen) |
How to Eat: The 'Freeze Hack' (Eol-Muck)
To achieve the perfect Kkudeok texture, follow the "10-Minute Rule" recommended by enthusiasts.
Freeze Immediately: upon arrival, place the Bomnal& Yakgwa in the freezer.
Thaw for 10 Minutes: Remove from the freezer and let it sit at room temperature for exactly 10 minutes.
Enjoy: This creates a texture that is crispy on the outside and incredibly dense and chewy on the inside.
⚠️ Important Considerations
Dental Caution: The "frozen" texture can be very hard. Those with sensitive teeth or dental work should let it thaw for 20-30 minutes for a softer bite.
Premium Pricing: Due to the use of 100% Korean Wheat and domestic ingredients, Bomnal& products generally have a higher price point than mass-produced alternatives.