As the K-food trend spreads globally, a new phenomenon, cup food, is gaining attention. It is not only the food itself but also the fun and convenience of its cup form that attracts interest. This summer, “Cup Bingsu” has emerged as a popular choice, especially after being introduced as a seasonal menu item by various franchise cafes and Kyung Hee University (KHU) cafeteria.

A franchise cafe’s new summer menu: Cup Bingsu 

Photo: Sungsimdang Instargram (instagram.com)

The Rise of Cup Bingsu

Cup Bingsu is a prime example of the recent cup food trend. Bingsu is a Korean dessert made with shaved ice and topped with red beans, fruits, and rice cakes, which is traditionally served in a bowl. Since the Joseon Dynasty, bingsu has evolved into many forms and remains a beloved summer dessert in Korea.

In the latest twist, bingsu has taken the form of a cup dessert, named Cup Bingsu, emerging as a new trend. Many franchise cafes showed the trend by increasing demand. According to industry officials, Mega Coffee introduced a new Cup Bingsu dessert, and this surpassed five million sales. In addition, Hollys Coffee reported a 14 percent increase in Cup Bingsu sales compared to last year. The trend is also found on campus. The cafeteria in the Cheongwoon Building on Seoul Campus launched Coop Bing—the signature Cup Bingsu menu—on July 15 as a summer dessert.

The cafeteria nutritionist Choi Eun-jung said, “I tried Cup Bingsu at a cafe outside, and after seeing how it was made, I thought it could be made in the campus cafeteria.” She added, “We wanted to offer students a small moment of satisfaction by allowing them to enjoy dessert conveniently after their meals.” Even during the vacation period, around 30 are sold per day, with some international students also trying the menu.

Behind the Trend

One factor behind this trend is a cost-conscious consumption pattern in an era of high prices. Served in a cup rather than a bowl, Cup Bingsu is cheaper and easier to take out than regular bingsu, appealing to individual consumers and busy lifestyles. Kim Do-hyun, a student of the Dept. of Hospitality Management, said, “I wanted to have bingsu, but it was too expensive, so I chose Cup Bingsu, which is tasty and affordable. Since it is cheaper, I enjoy it often without hesitation.”

Another factor behind the trend is flavor diversity. While traditional bingsu features red beans and rice cakes, Cup Bingsu offers flavors like mango, Oreo, and acai—appealing even to foreigners unfamiliar with the traditional version. Lim Sang-hee, a part-time worker at Mega Coffee, said, “You can  see foreign customers enjoying Cup Bingsu together with Korean customers.” Yamada Miami, an international student at KHU, added, “I saw it a lot on social media, so I tried it—and it was tasty and convenient.”

Beyond Bingsu: The Longstanding Popularity of Cup Food

The cup food trend is not limited to the recent popularity of Cup Bingsu. In fact, it is an extension of the K-cup food trend that existed long before. For example, Cup Tteokbokki is a street food sold at a low price. It can be found near schools and in busy areas, and is also sold at convenience stores by major companies like Bibigo and Pulmuone, showing the trend. 

Cup Bap, a dish consisting of rice served in a cup with various toppings, has also gained popularity. According to the Seoul Metropolitan Government, Cup Bap was created specifically for areas with high concentrations of academies. As the number of civil service exam takers increases, the demand for Cup Bap also rises, with the dish evolving to offer various flavors.

The cup food trend mirrors the lifestyle modern consumers seek: meals that are quick, light, affordable, and easy to enjoy alone. K-food has evolved beyond taste, placing greater emphasis on the way food is consumed. Inside the cup is not only food, but also a reflection of how people live today.