The Yakgwa Craze: How a 1,000-Year-Old Cookie Conquered Gen Z

If you walk into a trendy cafe in Seongsu-dong or a luxury department store in Seoul today, you will see people lining up for something unexpected: a traditional honey cookie called Yakgwa. Once dismissed as a "grandma snack" reserved for ancestral rites and holidays, Yakgwa is currently the hottest dessert trend in Korea. This phenomenon is known as the "Halmaenial" movement—a portmanteau of Halmae (Grandmother) and Millennial.

1. What is Yakgwa? The Deep-Fried History

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Yakgwa is a traditional Korean confection made from wheat flour, honey, sesame oil, and ginger juice. The dough is pressed into flower-shaped molds, deep-fried at a low temperature, and then soaked in a ginger-honey syrup (jocheong) for hours.

• The Name: The "Yak" in Yakgwa means "Medicine." In ancient Korea, honey was considered a rare medicinal ingredient, so this cookie was literally a "medicinal confection."
• The Texture: A perfect Yakgwa should be "Geot-ba-sok-chok"—crispy on the outside and moist/fudgy on the inside.

2. The Halmaenial Trend: Why Now?

Why are 20-somethings obsessed with a thousand-year-old cookie?

• Retro-Cool: In a world of overly sweet, artificial desserts, the subtle, nutty, and spicy ginger flavor of Yakgwa feels authentic and grounded.
• Visual Appeal: Modern artisans have reinvented Yakgwa, topping it with vanilla ice cream, placing it on top of brownies, or even turning it into "Yakgwa Cookies" with cream cheese fillings. These are highly "Instagrammable" and have gone viral on TikTok and Reels.

3. Where to Find the Best Yakgwa

• The Traditional Way: Head to Gwangjang Market or Namdaemun Market for freshly fried, affordable Yakgwa.
• The Trendy Way: Look for brands like Jang-in Hangwa or visit the Hannam-dong cafe district.
• The Convenience Way: Even CU and GS25 convenience stores now stock high-quality Yakgwa snacks that are surprisingly good.

FAQ: Tasting Guide

Q: How should I eat Yakgwa? A: Yakgwa is best enjoyed with a cup of hot green tea or a bitter Americano to balance the honey's sweetness. Some people prefer to microwave it for 10 seconds to make it extra gooey. Q: Is it vegan? A: Most traditional recipes contain honey, so it is not strictly vegan. However, some modern versions use grain syrup instead of honey. Q: How long does it last? A: Because of the honey and oil content, Yakgwa has a very long shelf life. It’s an excellent souvenir to take back home!

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