Written by Sarah Jessica Mercado
Chuseok, the Korean Thanksgiving Day, is fast approaching as we celebrate this day on September 30! It is one of Korea’s three major holidays, also called “Hangawi”. On this day, a full harvest moon appeared in the sky and families gathered and gave thanks to their ancestors for the bountiful harvest.
In contemporary celebrations, Koreans return to their hometowns to celebrate with their families, generating one of the biggest traffic jams of the year as thousands flock to the regions outside of Seoul.
One of the highlights of Chuseok is surely the food. During Chuseok, a lot of the traditional dishes served are made primarily from recently harvested crops. Some of the foods are Songpyeon (half-moon-shaped rice cake), jeon (Korean pancakes), and Hangwa (Korean confectionery).
Hangwa is usually made with grain flour, fruits and roots, sweet ingredients like honey and yeot, and spices like cinnamon and ginger are the common Hangwa ingredients. Among various types of Hangwa, the most famous type served during Chuseok is Yakgwa.
It is a medicinal cookie made from fried rice flour dough balls. Currently, this traditional Korean dessert is gaining popularity these days.
According to Visit Seoul, there is a craze in the younger generation called “yakketing.” It was derived from the words “yakgwa (Korean honey pastry)” and “ticketing,” which is trending online, and fusion snacks are becoming increasingly popular. People are reinventing and exploring ways to enjoy this traditional dessert.
Koreans in their 20s through 30s are discovering ways to eat Yakgwa in a fun way. Some are eating it with vanilla ice cream or whipped cream. Others put it in an air-fryer or microwave it briefly before adding toppings which makes the cookie’s exterior slightly crispier and the inside chewier.
Another trendy dessert that is starting to pop up these days is called, Gaeseong Juak or the Korean Doughnut. It is made with glutinous rice that has been deep-fried and submerged in rice syrup. The dough is made with makgeolli (Korean rice wine), sticky rice powder, and flour, giving the “juak” or a gummy texture.
Initially, this dessert isn’t popular in the modern day. Thanks to the Yakgwa trend and younger generation is now paying attention to this delicious dessert these days. Just like Yakgwa people are enjoying all the fusion with this dessert. Some top it with fruits while others dip it in chocolate, while others appreciate the original ones.
Desserts that were only available on special occasions, are now available and accessible for all and can be even found in cafes, and convenience stores. Enjoying K-dessert has become a popular pastime among the younger generations.
In addition, another traditional drink is currently getting attention from all ages, and that is the Korean Rice Wine known as Makgeolli. It is a mixture of steamed rice, yeast, and water, left to ferment for a few weeks in a jar or a clay pot.
The rising trend for rice wine has gained a lot of interest not only in the younger generation but also has a growing fanbase outside of Korea. Makgeolli makers have gotten more creative with flavoring in recent years, and modern Makgeolli now comes in more flavors than ever before.
These flavors are both enjoyed by the younger generation and the international space too!
As we talk about the between hip and traditional ways of observing Korean customs and tradition, the young generation of Koreans is digging deep into history for their hip fashion.
People have often associated ‘tradition’ with something stiff and stuffy, but traditional items such as clothing are now seen as hip or trendy! In recent years, an increasing number of young Koreans in their twenties and thirties have been seen wearing traditional hanbok and purchasing items with traditional cultural themes.
Modernized outfits piqued the interest of overseas fans and became a trend in Korea when BlackPink released their How You Like That music video in the summer of 2020.
The Korean costume, hanbok, has mesmerized global fans and even locals and encouraged them to discover Korea’s traditional beauty that was less known than K-pop. Since then, a lot of the younger generation have started to like and incorporate traditional outfits as one of their wardrobe must-haves!
Not just clothing, artifact-inspired merchandise is getting attention to help revive Korea’s forgotten custom as well. Traditional cultural products sold in museum stores were once considered tacky and outdated, but they now piqued the interest of Korea’s younger generations too!
The younger generation is enjoying incorporating some of the artifact-inspired merchandise into their daily lives as well.
On top of all things mentioned above, South Korea has a lot of tourist attractions, one of which is the traditional market! Many tourists and Koreans themselves are enjoying the wonders of traditional markets as they offer a cozy atmosphere and a great place for authentic Korean foods!
With the rise of the use of social media, many young Koreans have so much interest in Tongin Market which is definitely one for the books!
During the Japanese occupation (1910–1945), Tongin Market was established in June 1941 for the benefit of the local Japanese population.
After the Korean War, the market was modified for Korean street vendors. It has 75 stores, the majority of which are eateries and supermarkets. Tongin Market is a unique experience where you can create your own lunchbox using food from various shops and Yeopjeong (brass coins).
Younger people are enjoying this traditional market experience and loving the idea of using brass coins as the currency within the vicinity of the market.
In conclusion, South Korea has a diverse culture and a long history. Foreigners, as well as Koreans, can experience a distinct harmony between historical cultural heritage and modern culture. People can explore and enjoy local cultures, fashion, natural environments, and unique food thanks to these preserved local identities.
What do you think of this trend? Is there any trend similar to this in the country? We would love to hear your thoughts!
Sources: 1, 2, 3, 4, 5, 6, 7. 8, 9, 10, 11,12, 13 and some photos as watermarked.
THE KREW | MNL 