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?