Trends in Desserts and Cafes — 2026-05-21

Today's New Menu Highlights

Convenience Stores (CU/GS25) — Sanrio Collaboration Desserts (e.g., Kuromi Black Pancake)

• Category: Dessert
• Launch Period: Mid-to-late May 2026
• Key Features: A wave of Sanrio-themed snacks has hit stores, such as the "Kuromi Black Pancake" featuring a chocolate cake with grape cream and popping candy, and a "Pochacco" line featuring sweet corn custard and corn kernels.
• Why it matters: It’s a textbook strategy for hitting the "decorating" culture of Gen ZAlpha (Gen Z + Gen Alpha). It also highlights the "texture play" trend by using fun, unexpected ingredients like popping candy.

Paris Baguette — Café de Dessert (Specialized Dessert Stores)

• Category: Dessert/Bakery
• Launch Period: Expanding throughout April–May 2026
• Key Features: A premium, Paris-inspired store format that offers a distinct flagship concept and menu lineup compared to standard Paris Baguette locations.
• Why it matters: This shows how the lines between bakeries and cafés are blurring. By launching a dedicated "dessert café" format, the top bakery franchise is aiming for a more premium image and longer dwell times for female customers.

4 sources

thinkfood.co.kr

[4/15~19] ‘서울커피엑스포·한국국제베이커리페어’ 동시 개최…“전국 커피·디저트 성지, 코엑스에 다 모였다” - 식품음료신문

thinkfood.co.kr

맛있는 커피, 스타벅스 이어 ‘폴바셋’ 2위…디저트는 ‘투썸플레이스’ - 식품음료신문

thinkfood.co.kr

“냉 생지부터 스마트 설비·프리미엄 원부재료까지”…K-베이커리 총망라한 ‘KIBA 2026’ - 식품음료신문

thinkfood.co.kr

커피 전문점, MZ세대 ‘웰니스 플랫폼’으로 진화? - 식품음료신문

Starbucks Korea — The "Tank Day" Event (Controversy)

• Category: Merchandise/Promotion
• Date: May 18, 2026 (One-day event)
• Key Features: The "Tank Day" tumbler promotion faced severe backlash because it coincided with the Gwangju Democratization Movement anniversary (May 18). Following the incident, SCK Company CEO Son Jung-hyun was removed, E-Mart stock plunged by 8%, and customers initiated widespread boycotts and account deletions.
• Why it matters: It’s a wake-up call for the entire industry regarding the importance of vetting marketing calendars for social sensitivity.

1 sources

ddaily.co.kr

ddaily.co.kr

Franchise Trends

• Starbucks Korea: Following the May 18 "Tank Day" marketing disaster, the company saw a leadership shuffle (CEO Son Jung-hyun dismissed), an 8% drop in E-Mart's stock, and an active consumer boycott. Shinsegae Group Chairman Chung Yong-jin apologized, but May 18 advocacy groups rejected it.

• Paris Baguette (SPC): By rolling out the "Café de Dessert" format, they are shifting from a standard bakery franchise to a dedicated dessert café player.

• Twosome Place: Ranked #1 in the "Best Dessert" category in the Open Survey 2025 café consumer study, holding its ground as consumers prioritize premium bakery quality.

• Paul Bassett: Ranked #2 in the "Delicious Coffee" category in the same survey, trailing only Starbucks, solidifying its position as a premium coffee chain.

New Convenience Store & Bakery Items

• Convenience Store (Sanrio Collab) — Kuromi Black Pancake: A mix of chocolate cake, popping candy, and grape cream. Targeted at Gen ZAlpha. (Check official channels for pricing).

• Convenience Store (Sanrio Collab) — Pochacco Sweet Corn Dessert: A collaborative item featuring sweet corn custard with real corn kernels, perfect for the summer season.

Today's Trend Keywords

1. Gen ZAlpha IP Desserts — Sanrio (Kuromi, Pochacco, etc.) collabs are everywhere in convenience stores. Gen Z and Alpha love "decorating" and sharing these on social media, turning desserts into items of "collection and sharing" rather than just food.

2. Dubai Chocolate × Matcha × Pistachio Fusion — After Starbucks Global launched the "Iced Dubai Chocolate Matcha" in January 2026, the trend exploded. Local independent cafes and chains are now adding pistachio cold foam and matcha bases to their menus as part of a "luxury wellness" vibe.

3. Premium Dessert Cafés — As the MZ generation views cafes as "wellness platforms," bakery chains are evolving into dessert-specialized spaces like Paris Baguette’s "Café de Dessert." Key success factors include high-quality ingredients, menu customization, and Instagrammable interiors.

Global Perspective

Globally, Dubai chocolate (kataifi dough + pistachio cream chocolate) has become a long-term fixture, even being standardized into official Starbucks menus ("Iced Dubai Chocolate Mocha," "Iced Dubai Chocolate Matcha") in 2026. In Korea, the trend began in independent cafes in late 2025 and has now reached convenience stores and large franchises. However, Korea tends to lean more toward a pistachio cream × matcha fusion, showing a mix of the global original and localized variations.

Upcoming Events

• 2026 PlayX4: May 21–24, 2026, at KINTEX Exhibition Center 1. While it’s a gaming expo, it often features character IP pop-up cafes, making it a key offline space for those targeting Gen ZAlpha.

• Seoul Coffee Expo & KIBA 2026: Held at COEX from April 15–19. KIBA 2026 showcased the K-bakery ecosystem, including frozen dough and smart tech. Keep an eye on new brands that emerged here as they enter the market in May and June.

• Starbucks Korea Rebuilding: A new management announcement and brand recovery strategy are expected in the coming weeks. The new marketing direction will likely influence the entire Korean café landscape.

Action Items for Readers

• For Menu Planners: Study the local "pistachio × matcha" adaptation of the Dubai chocolate trend. Use this "local reinterpretation" strategy in your pipeline. Adding textural elements like popping candy or crispy layers will significantly boost your chances of going viral on social media with Gen ZAlpha.

• For Café Owners: Learn from the Starbucks "Tank Day" incident. Make a mandatory checklist of national holidays and social sensitivities for your social media calendar. Remember, for a small café, a single social media slip-up can lead to a boycott that could shut your business down.