The recent rise of Yoajung, a frozen yogurt brand shortened for “the essence of standard ice cream” in Korean, has swept over Korea this summer, with surges of orders from citizens following the trend. 

The craze over Yoajung essentially comes from the customizable toppings as add-ons to the frozen yogurt, ranging from classical choices of fruits and biscuits like strawberries and granola to innovative options like honeycomb and cheese cubes.

“I really like Yoajung because it is customizable,” Chris Ahn (10), avid Yoajung customer, said. “I like to add specific foods and fruits to the yogurt that I want. I really like the quality of Yoajung compared to other yogurt ice cream shops like Baskin Robbins because it is very clean and well-packaged.”

Yoajung’s popularity soared higher with celebrities such as Haewon from the South Korean girl group NMIXX, recommending the product to Korean citizens. This resulted in the rapid growth of Yoajung stores in Korea, climbing up to 350 stores since its arrival in 2021.

Due to the high commendation and approval Yoajung earned from the citizens, they released a new yogurt ice cream product called the Yoajung Parfait, collaborating with the Korean convenience store GS25. This product also became an immediate success, with an estimated profit of over 100 million won daily.