When it comes to Korean food, most people think of kimchi (spicy pickled cabbage) or bulgogi (marinated beef), but soon Americans are also likely to think of something else, as a Korean dessert has been winning the hearts and tastebuds of Americans.

Dubbed “the leg warmer of food trends” by the New York Times, frozen yogurt is back, and is now the next big thing across the U.S.

From California to New York, a growing number of Korean-owned dessert shops selling the soft-serve dessert containing no additives, nothing artificial and no high-fructose corn syrup, have been garnering attention from not only those with a sweet tooth, but also health-conscious eaters.

With an eye on young consumers and to beat the taste fatigue of the plain variety, Korean yogurts come in a host of flavors: strawberry, vanilla, chocolate and litchi, to name a few. Then there are varieties that include lumps of fruit like peach, grape, pineapple, strawberry, aloe. Yogurt has also transformed into spreads, ice creams and dessert toppings.

However, the key ingredient is the yogurt itself. It's real yogurt, meaning it's fermented in much the same way that beer or cheese is made. And it is different and real in that most desserts called frozen yogurt are made by mixing powder, milk and sugar.

The love for Korean frozen yogurt in the U.S. all began in California when two Korean-Americans, Shelly Hwang and Young Lee, opened a small frozen yogurt shop in early 2005 in West Hollywood named “Pinkberry,” offering just two flavors, plain and green tea.

Since then, Red Mango, a frozen yogurt chain founded in Korea in 2003, quickly jumped into the competition, which kick-started the comeback of the 1980s dairy hit in the U.S.

Pinkberry already has 21 stores in LA and New York alone, and has plans to open more throughout the country in 2008, and Red Mango, boasting a strong operation of 140 storefronts in Korea, plans for 50 stores by the end of this year and 100 over the next three to five years.

These two brands are doing so well in the U.S. and each shop attracts up to 1,600 customers a day, which translates into enormous profits.

However, the taste is not the only attraction. The two brands have created an inviting ambience featuring comfortable chairs, hip music and decor that are designed to encourage lingering, much like a Starbucks.

With this smooth sailing, experts say the Korean-style frozen yogurt business will not just be a fad, even though the consumption of frozen yogurt dropped nationwide in the U.S. from 3.5 pounds per person in 2005 to just 1.3 pounds today, according to the U.S. Department of Agriculture.

For one, Pinkberry has deep pockets behind it from the investment arm of Starbucks founder Howard Schultz who one day walked into a Pinkberry store and suggested he be a sponsor. Red Mango has also lined up an investment from Wetzel's Pretzels founder Rick Wetzel and private investment firm Stone Canyon Venture Partners.

And the fact that Hollywood stars like Leonardo DiCaprio is a big fan of Red Mango indirectly helps it stay strong in the business.

By Han Aran
Korea.net Staff Writer