Koreans are bidding farewell to the scorching summer sun as autumn draws near. Besides crisp autumn weather and beautiful maple trees, buying steamed buns at convenience stores is another yearly affair that Koreans look forward to.
Recently, GS25, one of Korea’s representative chain of convenience stores, announced a new addition to their list of steamed bun flavours – a soda-flavoured steamed bun.
Image credit: GS25
Similar to how a red bean steamed bun is packed with sweet red bean filling, this steamed bun is filled with soda-flavoured custard cream. GS25 decided to launch this new flavour to cater to the tastebuds of millennials and Gen Z consumers.
Image credit: @minaaaaa_ya
Many Korean netizens commented that the soda-flavoured steamed bun reminds them of an ice cream called bbong-dda as both are blue in colour and soda-flavoured.
Image credit: GS25
Besides the soda-flavoured steamed bun, there will be nine other flavours joining the lineup, including the meat-filled dumpling steamed bun, red pepper japchae (stir-fried glass noodles) steamed bun, honey seed steamed bun, sweet pumpkin cheese steamed bun, and the classic red bean steamed bun. The remaining four flavours have not been announced yet.
Although the soda bun is a new addition, the other flavours are not new as they have already been launched in the past.
Honey seed steamed bun
Image credit: @mammelier
Sweet pumpkin cream cheese steamed bun (left) and red bean steamed bun (right).
Image credit: @seulda_030
GS25’s honey seed steamed bun and sweet pumpkin cream cheese steamed bun cost KRW1,400 (~USD1.19) each.
Image credit: GS25
The meat-filled dumpling steamed bun and red pepper japchae steamed bun are priced at KRW1,900 (~USD1.62) each. Both flavours are now available at all GS25 stores.
Image credit: @_hello.today_
According to the sales data of GS25, the sales ratio of red bean steamed bun to non-red bean steamed bun was 54% to 46% in 2016. But in 2020, the sales ratio drastically changed where the ratio of red bean steamed bun to non-red bean steamed bun was 31% to 69%.
The change in sales ratio indicates that steamed buns in other flavours are becoming increasingly popular while red bean buns are falling out of favour.
From mint chocolate soju to curry-flavoured toothpaste, many food production companies are becoming more experimental in order to keep up with today’s consumers’ penchant for unusual flavours.
Like many other weird food combinations, the soda-flavored steamed bun is stirring commotion online even before its launch.
Image adapted from: @ijuhyeon3545
Instagram user @ijuhyeon3545 commented, “It looks like toothpaste.. But I’m curious.”
Image adapted from: @aslovedby
Instagram user @aslovedby compared the soda-flavoured steamed bun to mint chocolate and tagged user @eul________ by commenting, “Give mint chocolate up and try this.”
Image adapted from: @been_019
User @been_019 took a supportive stance by commenting, “It looks tasty, I’ll try it when it’s launched.”
Image adapted from: @kimnseeo0
User @kimnseeo0 tagged @seo_y._.zzing and commented, “Try this blue steamed bun.”
Unfortunately, the soda-flavoured steamed bun is only available in GS25 stores in South Korea. Each bun costs KRW1,400 (~USD1.19). Although the exact launch date has yet to be confirmed, it will be launched at the end of September.
If you’re living overseas and want to give the soda-flavoured steamed bun a shot, you can check GS25’s Instagram page for further updates.
Steamed buns in Korea have evolved over the years, and red bean filling is no longer the most popular flavour today. Although the soda-flavoured steamed bun is not the most conventional flavour, the effort put into diversifying food products for the millennials and Gen Z is definitely commendable.
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Cover image adapted from: GS25 and GS25
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