K-desserts evolve from food to experience at department stores

"Desserts are no longer something you have after a meal — they have become a destination, a place people seek out for the experience itself."

Lee Han-ju, deputy general manager of the food and lifestyle F&B team at Shinsegae, made the remark Thursday afternoon at the Consumer Forum 2027: K-Sweet Festa, held at Dongdaemun Design Plaza in Jung-gu, Seoul, where he presented on K-dessert growth strategies from a buyer's perspective.

Desserts were once just another product in a department store's food hall, treated as a simple after-dinner treat. As consumer tastes have grown more refined and experience-driven shopping has spread, however, the role of desserts has shifted. More shoppers now visit stores specifically to try a particular dessert and then share that experience with others.

A prime example is Sweet Park, Shinsegae Department Store's dedicated dessert hall, which Lee conceived. "Three of us spent three years reviewing and sourcing more than 300 brands," Lee said. "We focused on curating brands in a way that was different from existing dessert halls and on delivering a genuinely new experience."

The results have followed. While buzz around a new store typically lasts about three months, Sweet Park has sustained its growth. "After strong growth in 2025, sales this year are up more than 60 percent compared with last year," Lee said. "It is not enough to simply build the space — what matters is continuously observing customers and creating new experiences for them." Sweet Park has kept drawing customers by introducing new brands such as Chipotle and I'm Donut.

Desserts have also emerged as a draw for foreign tourists. Shinsegae Department Store's dessert and cafe sales within its F&B segment rose 16 percent this year compared with last year, with eight of its 13 stores posting double-digit growth. Sales to foreign customers rose 64 percent year on year.

Foreign customers are also visiting more frequently. According to Lee, the average transaction value for foreign customers in the dessert category held steady at around 14,000 won ($10) in both last year and this year. With per-visit spend remaining flat, the sales increase means more customers are coming through the door and buying more often.

Lee said chasing fast-moving trends alone is not enough to sustain growth. "Rather than making products that follow fads, it is more important to stay true to what a product fundamentally is, identify what inconveniences customers face and develop products that address those needs," he said. "Brands that consistently reinterpret classic desserts in a modern way while pursuing something new will be the ones that keep growing."