Korean Sweets Boom! A Wagashi Enthusiast Tries the Trend – Are They Worth the Hype?

The Rapid Surge of Korean Cafés in Shin-Okubo

When it comes to Koreatown in Tokyo, Shin-Okubo is the place to be. From gourmet food to music and cosmetics, it’s a spot where you can truly experience the latest trends from Korea.

Lately, cafes have been opening one after another in Shin-Okubo, drawing young women who line up daily to visit them.

According to Korean food columnist Yasushi Hatta, who knows the changing landscape of Shin-Okubo well, the surge in cafes began around 2020.

“The number of cafes has increased in tandem with Korean trends, and from 2021, we started seeing a noticeable rise in ‘Instagrammable’ sweets, stylish drinks, and trendy cafes. By around 2022, Shin-Okubo had practically turned into a cafe town.

Not only do these cafes serve the latest trending sweets, bread, and drinks from Korea, but their interiors also appeal to customers. From sleek, exposed concrete designs to decorations featuring hearts and ribbons that excite young women, these cafes create an experience that makes visitors feel as if they’re in Korea.”

But are these highly talked-about “Instagrammable” Korean sweets actually delicious? A FRIDAY Digital reporter, who prefers the subtly sweet flavors of traditional Japanese wagashi, decided to try out some of the most popular cafe sweets. Just how good are they?

Bakery & Sweets CAFE PANNARA

Even though it was a weekday, a line of women had formed even before the store opened. The aroma of freshly baked bread tickled my nostrils as I stepped into the bright white store. The name “Pannara” means bread country in Korean, and as the name implies, there are always more than 20 varieties of breads and sweets on hand.

Among the six types of croissants, the pink raspberry croissant is by far the most popular. From its gorgeous appearance, one would expect the croissant to be extremely sweet, but the crispy texture of the croissant dough and the generous amount of sweet and sour, refreshing raspberry cream in the ribbon part are perfectly balanced and never boring. The balance between the croissant dough and the sweet and sour raspberry cream filled in the ribbon is exquisite and never gets old.

The “Einspänner” drink is a must-try. The luxurious taste of deep-roasted coffee and plenty of fresh cream is not only delicious, but also visually stunning. No wonder it has become a big boom in Korea.

Let’s introduce the ordered items (prices are tax-exclusive).

◯ “Ribbon Croissant Framboise” – ¥580
When held, it feels heavier than it looks, but the light and airy cream makes it easy to eat in one go! In addition to framboise, other flavors include chestnut, chocolate, matcha, Earl Grey cream, and fresh cream.

◯ “Crookie” – ¥510
A hybrid sweet popular in Korea, combining the crispy layers of a croissant with a sweet and moist cat-shaped cookie. The dog version is also popular for its adorable look.

◯ “Heart Chocolate” – ¥380
A heart-shaped hard bread made with cocoa powder and chocolate kneaded into the dough. With its mildly sweet dough, even those who aren’t big on sweets can enjoy it.

◯ “Einspänner” – ¥620
A deep-roasted coffee topped with a generous amount of fresh cream, a hugely popular coffee drink in Korea. The rich cream perfectly complements the strong coffee, making for a satisfying cup.

◯ “Strawberry Latte” – ¥620
Fresh strawberries, sugar, and plenty of milk come together in this sweet drink that’s irresistible for strawberry lovers, both in taste and appearance.

 ■ Bakery & Sweets CAFE PANNARA ■  Address: 2-2-5 Hyakunincho, Shinjuku-ku, Tokyo 169-0073, Patio Takeuchi 101. Opening Hours: 11:00 AM – 10:00 PM.

OKUDO Ōkudō (Okudan)

Okudan is a Jeju Island-style bakery café, often referred to as “Korea’s Hawaii.” It has gained popularity after K-pop idols were seen eating there, drawing crowds of women eager to try its famous soboro bread.

Soboro bread features a crumbly cookie-like topping, giving it a crispy texture with a soft, mildly sweet interior. However, at Okudan, the soboro bread is fried to make it even crunchier. Among the various flavors available, the “Black Cocoa Cheese” is the standout. Inspired by the rugged black rocks of Jeju Island, this jet-black bread looks nothing like regular bread. But when you tear it apart, the mozzarella cheese inside stretches beautifully. Expecting a donut-like sweetness, I was instead met with an unexpected yet perfect balance of cheesy saltiness and subtle cocoa sweetness. It was so delicious that I couldn’t help but exclaim, “This is amazing!”

Let’s introduce the ordered items (prices include tax).

◯ “Soboro Bread Black Cocoa Cheese” – ¥500
A crispy-textured soboro bread with a cookie crumble topping. Among the various flavors, the jet-black “Black Cocoa Cheese” is the most popular at the café.

◯ “Dubai Chocolate (Small/Dark)” – ¥500
An innovative sweet featuring a chocolate bar filled with pistachio paste and kadayıf—ultra-thin, crispy noodles made from corn flour. This treat gained attention after Korean influencers shared it on social media.

◯ “Sea Salt Coffee (Iced)” – ¥800
A rich and creamy coffee with a generous amount of fresh cream, enhanced by a subtle salty accent that adds depth to its flavor.

 ■ OKUDO Ōkudō ■ Address: 2-2-9 Hyakunincho, Shinjuku-ku, Tokyo 169-0073 . Opening Hours: 10:00 AM – 10:00 PM.

OYOPPI COFFEE

Oyoppi Coffee quickly gained attention by being one of the first to introduce “Amanchu,” an innovative drink that became a huge trend in South Korea last summer. The name “Amanchu” is an abbreviation of the Korean phrase “Iced Tea Mango Addition” and refers to a drink made by adding frozen mango chunks to peach iced tea. As the mango softens, you can mash it with a straw and mix it thoroughly, transforming it into an incredibly fruity iced tea.

A popular innovative sweet at Oyoppi Coffee is the “Croffle”—a combination of croissant and waffle. The croissant dough is cooked in a waffle maker, resulting in a crispy exterior with a chewy interior. With six different toppings like raspberry and Oreo, it pairs perfectly with the drink menu.

Ordered Items (Prices Include Tax)

〇 Raspberry Croffle – ¥900
A new-style dessert made by pressing croissant dough in a waffle maker. It achieves a crispy outside and a chewy inside. Comes with six topping options: Raspberry, Oreo, Lotus, Tiramisu, Choco Banana, and Ice Cream.

〇 Brûlée Basque Cheesecake – ¥800
Available in three varieties: Basque Cheesecake, Brûlée Basque Cheesecake, and a seasonal flavor. Known for its smooth texture and mild sweetness. The Brûlée Basque Cheesecake is topped with sugar and torched to create a caramelized, crispy surface.

〇 Amanchu – ¥750
A drink featuring peach iced tea topped with frozen mango chunks. As the mango melts, you crush and mix it with a straw, creating a naturally sweet and fruity iced tea that stays delicious until the last sip.

■ Oyoppi Coffee ■  Address: 2F, 2-31-18 Ōkubo, Shinjuku-ku, Tokyo 169-0072. Opening Hours: 11:00 AM – 10:00 PM (Fridays, Saturdays & Holiday Eves until 10:30 PM).

By the time I wrapped up my café-hopping adventure in Shin-Okubo, I had been completely swept up in the wave of Korean trends. I used to prefer traditional Japanese sweets with subtle sweetness, yet here I was, already searching on my phone, wondering, “Which dessert should I try next?”

After all, it’s not just about being Instagram-worthy—these treats are genuinely delicious, which explains why so many people are willing to line up for them.

So, where should I go next weekend? One thing’s for sure—Shin-Okubo’s evolution isn’t slowing down anytime soon.