Leading the Yakgwa craze, creating the new term 'Yak-ketting'
Exterior of Don Quijote Shinjuku store in Tokyo (left) and actual image of products sold by Jangin Hangwa. Photo courtesy of Jangin Hangwa
Jangin Hangwa will operate a pop-up store at Don Quijote Shinjuku in Tokyo, Japan, from November 1 to 11. This initiative follows their receipt of the 2025 Brand Customer Loyalty Award in the yakgwa category, aiming to explore the overseas expansion of K-dessert yakgwa.
Jangin Hangwa, which led the yakgwa craze by coining the term ‘Yak-keting’ (yakgwa + ticketing), received the 2025 Brand Customer Loyalty Award in the yakgwa category. The brand also showcased its presence in brand partnerships by collaborating with the yogurt brand ‘Yogurt Purple’ to launch new menu items.
The upcoming pop-up in Japan will present Korean traditional desserts directly to local consumers, with the lineup of products for sale and promotional content to be revealed.
Jangin Hangwa, a handmade yakgwa specialty brand, started in Uijeongbu in 2000. Founded by CEO Kim Kyusik, the younger brother of Hangwa Master Kim Kyuhun, the brand has established its growth foundation through pop-ups in department stores nationwide.
CEO Kim Kyusik stated, “Though the hands that made yakgwa have become rough over 30 years, I will continue to work delicately with a sincere heart on yakgwa,” adding, “I will continue to create yakgwa that can be presented to many people, carrying on the tradition.”
As the yakgwa craze spreads through social media platforms like TikTok and Instagram, increasing international interest in K-food desserts, the industry is paying attention to the potential of Jangin Hangwa’s entry into Japan as a model for the overseas establishment of Korean traditional snacks.
Choi Yong-seok
AI-translated with ChatGPT. Provided as is; original Korean text prevails.
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