As artificial intelligence (AI) rapidly reshapes consumption and daily life, food companies are rolling out so-called "fundamentalism (根本+ism)" products one after another. A prime example is the recent "Trend Korea 2026 special exhibition" unveiled in collaboration between the food industry and Asung Daiso Co. The industry sees it as a strategy that appeals to consumer psychology by putting front and center the brand's history, original form, and long-accumulated trust, instead of fast-burning fads and trends.
According to related industries on the 13th, more food companies are pursuing fundamentalism. Fundamentalism is a movement to rediscover "fundamental values" such as tradition, originals, and human touch as a backlash to the acceleration of the AI era. Kim Nan-do, an emeritus professor of consumer studies at Seoul National University, cited it as one of this year's key consumer trend keywords.
The collaboration between Asung Daiso Co. and the food industry is representative. In the "Trend Korea 2026 special exhibition," Asung Daiso Co. introduced nine products that restore the original packaging of items once called "national snacks." Orion's Choco Pie and Goraebap, LOTTE Wellfood's Pepero, Crown Confectionery's Jolly Pong, Caramel Corn Peanut, Sando Strawberry Cream Cheese, and Big Pie, and Haita Confectionery & Foods Co.'s Ace and Matdongsan were all produced with designs faithful to their initial release packaging.
It also delivered sales results. According to Asung Daiso, operator of Asung Daiso Co., sales of the nine products launched in the Trend Korea 2026 special exhibition rose 50% from the week immediately before the exhibition began (Dec. 24–30, 2025).
The industry says the core of this collaboration differs from simple retro (nostalgic) styling. It is closer to restoration. Rather than overlaying exaggerated graphics or the latest design, it restored as closely as possible the logo placement, colors, and typefaces of the time. A food industry official said, "As the expense and time to convince consumers of a new concept keep growing, fundamentals that rely on already imprinted memories are an asset that resonates with every generation without additional explanation."
Some also say choosing Asung Daiso Co. as the distribution channel is a strategy to tap consumer psychology in a high inflation era. Because Asung Daiso Co. is perceived as a symbol of value for money in a time of high inflation and polarization, it can also evoke the experience of enjoying snacks in the past with relatively little burden. A distribution industry official said, "If the same packaging had come out in a premium channel or been sold in limited quantities at convenience stores, it likely would have been perceived as a special project item or goods," adding, "To trigger memories of picking it up without price burden, Asung Daiso Co. would have been ideal."
Fundamentalism is not limited to collaborations between Asung Daiso Co. and food companies. Since the second half of last year, there has been a string of moves to restore discontinued products or reinterpret brands' early identities. Nongshim, marking its 60th anniversary, relaunched the early product "Nongshim Ramen," which debuted in 1975 and was discontinued in 1990, and Samyang Foods introduced "Samyang 1963" tallow ramen to revisit the authenticity of Korea's first ramen. LOTTE Wellfood also relaunched the previously discontinued ice creams "Daerong Daerong" and "Mom's Mistake."
Seo Yong-gu, a professor in the School of Business at Sookmyung Women's University, said, "The more the economy slumps, the stronger the tendency to return to proven brands and experiences becomes. Fundamentalism is a strategy that reflects this," adding, "In particular, collaborations with distribution channels like Asung Daiso Co., which have a strong value-for-money image, can summon the consumption experiences of the time as well." Lee Jong-woo, a professor of business administration at Ajou University, said, "The tougher the economy, the more consumers seek experiences from times when they were happy. A brand's existing intellectual property (IP) is the asset that can most effectively stimulate this desire," adding, "In an environment overflowing with content and brands, a strategy that leverages brand IPs that have already built positive recognition, rather than something entirely new, will only strengthen going forward."