A study found that the "food fads" spreading via social media (SNS) and short-form content are not just a cultural phenomenon but are shaking up actual grocery prices. As demand for certain foods surges in a short period, prices are rising steeply not only for materials and supplies but also for finished goods.
According to the nonprofit Korea Price Information, a specialized price research agency, on the 16th, the prices of ingredients for major trendy foods that have taken over SNS—such as the "Dubai jjondeuk cookie" and "spring cabbage bibimbap"—rose sharply before and after the trend.
In particular, the price surge of kadaif (500g), a key ingredient that determines the flavor of the Dubai jjondeuk cookie, is striking. It jumped 68.3%, from 18,900 won before the trend to 31,800 won after. Another main ingredient, pistachios (400g), also rose 33.3%.
Spring cabbage, a traditional seasonal vegetable, also saw prices rise on the back of the trend. As "spring cabbage bibimbap" gained popularity recently, the price of spring cabbage, which had been around 4,500 won per kilogram, climbed into the 6,000-won range, marking a 33.3% increase.
The same pattern appeared during the past "tanghulu" craze. At that time, the price of strawberries (500g), the main ingredient, rose 50%, and the price of sugar (1kg) increased 20.5%. The price of one tanghulu finished goods item also jumped from 1,500 won to 3,500 won, about 2.3 times.
Lee Dong-hoon, a team lead at Korea Price Information, said, "The spread of certain foods through social media triggers a short-term concentration of demand and becomes a factor that increases market volatility," and noted, "Consumers should make more rational spending decisions, taking into account price increases driven by temporary fads."