Pasak freeze-dries Korean yeot candy into a crisp dessert; Little Bite More focuses on look

On November 12, the "Consumer Forum 2027: K-Sweet Fest" held a one-on-one talk titled "Growth Strategy of K-Desserts" at the Jandi Sarangbang area of Dongdaemun Design Plaza (DDP) in Seoul's Jung District, according to biz.heraldcorp.com. The speakers were Park Yoon-jung, head of Little Bite More, and Ahn Eun-woo, head of the Pasak brand. biz.heraldcorp.combiz.heraldcorp.combiz.heraldcorp.comOpen source ↗

Ahn Eun-woo is the founder of Pasak and a snack creator who communicates with subscribers on TikTok and YouTube under the name Anunu. Park Yoon-jung began developing her menu from questions about healthy desserts and offers products that combine a healthy recipe with a stylish design. Park differentiates her products by appearance, Ahn by texture.

Little Bite More: healthy baking with a showy look

Park said she started baking healthy bread at home for her son, who has atopy and irritable bowel syndrome (IBS) symptoms. After several recipe iterations, he ate little of it, saying the bread was probably healthy but looked unappetizing. She then developed a range of designs to show that healthy bread can also look appealing and elaborate.

The company also changed how a cake is eaten. Its "Bundle Cake" is made of several cupcakes assembled into one cake. Park said videos of many people taking pieces from an elaborate cake at once drew attention on social media. biz.heraldcorp.combiz.heraldcorp.combiz.heraldcorp.comOpen source ↗ She also said the most expensive ingredient the brand uses is cheonggukjang powder, a fermented soybean product mainly used in cooking, which it adds to bakery dough.

Pasak: freeze-dried yeot

Ahn said he chose traditional yeot, a Korean taffy-like sweet, because he wanted a K-dessert that could be sold at Incheon Airport, similar to Tokyo Banana in Japan. Yeot normally sticks to the teeth and is hard, so reinterpreting it as a modern dessert required a new production method. He settled on freeze-drying: yeot puffs up as it dries, and the result, he said, crumbles crisply and melts in the mouth like cotton candy.

Both founders said that surviving in a fast-changing dessert market requires steady development of creative menu items. Ahn said Korean dessert technology has advanced and the taste of domestic desserts has become more uniformly high, so decoration, texture and the use of new ingredients now matter more. He also said he expects desserts that stand out in sight and sound to become more popular.