Food companies adopt a new health trend with more nutritious offers
Ha Sang-Hee, a woman in their thirties, regularly shares photos of her homemade meals on the X social media platform.
Her dishes constantly exclude white rice, processed foods and highly flavored sauces – a choice she calls “slow diet”. To fully enjoy the meals without these ingredients, she experiences recipes and shares her successful creations online.
“(After eight months with the regime), I feel that my endurance and my immunity have improved, and I take better care of myself. It helped stabilize my mind and shake negative thoughts,” said ha.
She is not alone. Many others follow the same diet.
Some 58,000 participants, including HA, share their slow diet experiences in a group on X. Like Ha, many members are in their twenties and thirties.
The word with fashion “slow aging” refers to a lifestyle focused on the extension of lifespan through good habits while minimizing physical and mental stress.
As a key element of this concept, the slow diet at the slow age emphasizes the avoidance of ingredients rich in fat and high blood sugar, which can stress the body.
The term recently gained popularity in Korea, going from a social media trend among young users in a broader generational movement.
In the early 2020s, many Korean consumers adopted daring flavors in foods like Tteokbokki and Malatang, believing that these dishes helped relieve stress. However, a radical change occurred after the continuous efforts of Dr. Jung Hee-Won, professor of geriatric medicine at the Asan Medical Center in Seoul and the head of the slow administration group of which Ha is a part.
Since 2024, Dr. Jung has actively promoted healthy lifestyle choices on social networks, especially on X. His online influence has transformed “slow aging” into the same viral, making him win the nickname “Lent teacher”, which has become more widely recognized than its real name.
Initially, he drew attention to unconventional food combinations, such as adding lenses and Ramyeon ice while throwing the soup. However, his continuous plea has encouraged more people to adopt his food approach.
While the slow diet is gaining momentum beyond social media, large food companies are on board.
The 7-Eleven Korea and the main manufacturer of CJ Cheiljedang food products launched products inspired by the slow business based on Dr Jung’s recipes. These products have mixed or whole grains, a reduced salt and a higher proportion of vegetables.
“We have found that lunch boxes and ready-to-eat meals created in collaboration with Professor Jung continue to be widely mentioned online. Most criticisms come from generation Y and generation Z, adults to adults at the start of the forties,” said a Korea Manager (7-Eleven Korea operator). The manager added that these products remain among the best classified items in the franchise mobile application, even months after the launch.
Meanwhile, GS25, another major chain of convenience stores, launched semi-political rice in February, after an increase of 60.7% in annual sliding of mixed cereal sales the previous month.
“Food ranges are now diversifying to respond to consumers attracted by the slow age trend. These new products can attract more buyers and further extend the health focused on health market,” said Lee Eun-Hee, professor of consumer sciences at INHA.
More popular among young generations
A notable aspect of the slow age trend is its strong appeal for young generations, who have focused less on healthy diet than the elderly. In the past, Korean food trends have favored creamy and sweet desserts, but that changes.
This change is partly attributed to the active presence of Dr. Jung on social networks, as well as to the advice of youtubers and influential celebrities who introduced the tendency to the younger public.
However, surveys indicate a general trend of people in their twenties and thirties by emphasizing health.
According to a market researcher, embracing Trendmonitor, the proportion of respondents in the 1920s and 30s who declared that efforts to maintain their health increased to 55% and 49.5%, respectively, in 2024, against 30.8% and 32% in 2016.
In particular, these age groups now show the greatest interest in health management after those in the sixties, compared to the slightest interest in 2016.
Various analyzes explore the growing consciousness of the health of young generations.
The food industry highlights an increased social concentration on health following the Pandemic COVID-19 as a reason for awareness of health. In addition, some suggest that the sharp increase in cases of obesity and diabetes in individuals in their twenties contributed to this change.
According to Choi Chul, professor of consumer economics at the Sookmyung Women’s University, the slow old age movement aligns with the behavior of consumer evolution of Korea.
“As their average income increases, Koreans are looking for more than the pleasure of consumption. Motivated by personal care and self-esteem, they find greater satisfaction in health expenses, which goes beyond the achievement of a beautiful body,” said Choi.
He added that this state of mind “of self-esteem” is particularly strong among the young generations, and social media played a crucial role in the propagation of the trend.
“The rise of the content concerned about his health on social networks, combined with the growing personal care movement, has probably accelerated the spread of health trends among young Koreans,” he added.
Forestjs@heraldcorp.com