(Viral) Insight of the Day: Breaking The Dalgona Candy Code—‘Squid Game’ Cookie Craze, Explained
- InsightTrendsWorld
- Jan 20
- 4 min read
Detailed Findings:
Cultural Origins: Dalgona candy, also known as ppopgi, was a nostalgic South Korean street treat in the 1970s and 80s, enjoyed by children outside schools.
Squid Game Effect: Netflix’s Squid Game turned dalgona candy into a global sensation with its high-stakes carving challenge.
Viral Craze: Social media platforms like TikTok and YouTube exploded with challenges and tutorials for making and carving dalgona.
Homemade Experiments: People of all ages recreated the candy at home, showcasing its simplicity (made with sugar and baking soda) but also its technical challenges.
Personal Connection: The candy's prominence in Squid Game reflected writer-director Hwang Dong Hyuk’s childhood nostalgia.
Key Takeaway:
Dalgona candy’s viral resurgence illustrates the power of nostalgia, cultural storytelling, and media to elevate a traditional treat into a global phenomenon.
Key Success Factors of Dalgona Candy:
Simplicity: Made with only sugar and baking soda, easy to replicate.
Cultural Authenticity: Deep roots in Korean street food history.
Viral Potential: Engaging challenge with high entertainment value.
Accessibility: Easily recreated at home with minimal tools.
Main Trend:
Viral Nostalgia
Description of the Trend (Viral Nostalgia):
A trend where nostalgic cultural artifacts gain global traction through media and social platforms, blending tradition with modern, viral challenges.
Consumer Motivation:
Emotional Connection: Desire to relive childhood memories or experience cultural traditions.
Social Participation: Engaging in viral challenges and sharing results online.
Curiosity: Exploring the cultural roots of popular media.
What Is Driving the Trend:
Media Amplification: Squid Game and social platforms brought dalgona to global audiences.
Cultural Exploration: Growing interest in discovering and experiencing diverse traditions.
DIY Appeal: The simplicity of making dalgona candy makes it accessible for all.
Motivation Beyond the Trend:
Fostering a sense of community and shared cultural understanding through interactive, nostalgic experiences.
Description of Consumers:
Age: Primarily 18–35 years.
Gender: Balanced across genders.
Income: Middle-income groups with disposable income for indulgences.
Lifestyle: Social media-savvy, culturally curious, and trend-conscious.
Conclusions:
Dalgona candy reflects how traditional foods can be reimagined and reintroduced to a global audience through pop culture and media.
Implications for Brands:
Collaborate with media and cultural influencers to promote traditional foods.
Leverage nostalgia to create emotionally resonant marketing campaigns.
Offer ready-to-make kits for viral and DIY-friendly products.
Implications for Society:
Encourages cultural appreciation and cross-cultural connections.
Preserves and amplifies traditional culinary practices in modern contexts.
Implications for Consumers:
Greater access to cultural experiences through food.
Opportunities to connect with global trends and communities.
Implications for the Future:
The success of dalgona candy suggests that cultural nostalgia will continue to drive food trends, with media playing a pivotal role in amplifying traditional practices globally.
Consumer Trend:
"Cultural Nostalgia Revival"The resurgence of traditional practices and foods through media, creating new cultural connections and experiences.
Consumer Sub-Trend:
"Interactive Culinary Challenges"Food trends driven by engaging, participatory activities that appeal to digital audiences.
Big Social Trend:
"Media-Driven Cultural Connection"Pop culture as a bridge for global audiences to engage with and celebrate diverse traditions.
Worldwide Social Trend:
"Global Food Curiosity"Growing interest in exploring, sharing, and experiencing food as a universal cultural language.
Social Drive:
"Pop Culture Amplification"The intersection of entertainment and tradition drives cultural awareness and participation.
Learnings for Brands to Use in 2025:
Embrace the power of storytelling to connect products to cultural heritage.
Incorporate interactive and shareable elements to enhance engagement.
Collaborate with media to highlight authentic experiences.
Strategy Recommendations for Brands to Follow in 2025:
Create Cultural Tie-Ins: Partner with popular media to showcase traditional products.
Capitalize on DIY Trends: Offer easy-to-use kits for recreating traditional foods at home.
Amplify Nostalgia: Use storytelling to evoke emotional connections.
Final Sentence (Key Concept) Describing Main Trend:
The rise of dalgona candy exemplifies viral nostalgia, where traditional foods are revived and amplified through media and shared cultural experiences.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Brands should tap into the emotional power of nostalgia, collaborating with media to integrate traditional foods into engaging, viral experiences. They should create accessible, interactive products that appeal to digital audiences while preserving cultural authenticity.
Final Note:
Core Trend: Affordable Premium Cultural Revival – Combining simplicity with cultural richness for mass appeal.
Core Social Trend: Cultural Nostalgia through Media – Pop culture as a driver for preserving and promoting traditions.
Core Brand Strategy: Interactive Tradition – Engaging audiences with participatory, authentic experiences.
Core Industry Trend: DIY Food Experiences – Empowering consumers to recreate cultural foods at home.
Core Consumer Motivation: Nostalgia and Connection – Reliving cherished memories and exploring new cultural experiences.
By embracing the core trend of cultural nostalgia and implementing these strategies, brands can foster deeper connections with consumers by leveraging their emotional motivations for discovery, participation, and shared experiences. Brands need to position themselves as storytellers and facilitators of cultural discovery, ensuring their offerings balance tradition, authenticity, and modern engagement.
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