Customers line up outside the first Yoajung store in the Philippines, which opened in September. [Yoajung]
Customers line up outside the first Yoajung store in the Philippines, which opened in September. [Yoajung]

As the K-food wave spreads into the dessert segment, Yoajung is drawing attention abroad. The brand's strategy — built around wholesome ingredients, diverse toppings and a customization culture — has resonated with international consumers.

Yoajung said Thursday that its menu of fresh fruit and varied toppings is carving out a new dessert experience for customers overseas.

Social media posts from foreign customers who have visited Yoajung locations in Japan, China, Canada, Vietnam and Indonesia are circulating online, with many sharing their customized-order experiences.

A particular draw for overseas consumers is the chance to try in person a Korean dessert they first encountered through K-content and hallyu artists.

Yoajung is also picking up the pace of its global expansion. The brand has established a presence in Japan, China, Canada, Vietnam and Indonesia, and is continuing to open new stores in the Philippines.

Through operating strategies tailored to local consumer tastes and trends in each market, the company said it is positioning itself as a premium dessert brand representing Korea.

"We plan to keep expanding our touchpoints with global consumers, showcase the competitiveness of K-dessert to the world and sustain our growth as a premium dessert brand representing Korea," a Yoajung official said.


spa@heraldcorp.com