A specialty café in Seongsu-dong, Seoul, is gaining attention for its unique focus on peanut butter. The PCafe offers a variety of peanut butter products, including a 100% peanut butter option freshly ground in front of customers. Some patrons purchase up to 30 jars at a time, with middle-aged customers making up a significant portion of the cafe’s clientele.
Peanut butter, once unfamiliar in Korea, has become a kitchen staple. This trend started in 2024 when TV personality Choi Hwa-jung demonstrated on a YouTube channel how she ate apples with peanut butter for breakfast. The combination of apple sweetness and peanut butter’s nutty richness, popular in the United States, quickly caught on. The health benefits of peanut butter, particularly its potential to regulate blood sugar, have fueled its rise in demand.
Sales of peanut butter in Korea increased fivefold in 2024 compared to the previous year, with products made from 100% peanuts without additives showing rapid growth. Health-conscious consumers are drawn to peanut butter’s protein and healthy fats, especially as it aligns with blood sugar control diets and a broader “healthy pleasure” lifestyle. Historically, peanut butter has been praised for its nutritional value, dating back to the 1890s when it was recommended as a soft, high-protein food for older adults with dental problems.
Peanuts, rich in protein and unsaturated fatty acids, are known to benefit vascular health. When combined with apples, peanut butter can help moderate blood sugar spikes caused by the fruit. However, experts warn that while peanut butter can promote satiety and reduce overall food intake, its high-calorie content makes it unsuitable for those seeking diet foods. Nutritionists suggest limiting intake to about two tablespoons, or 16 to 32 grams, per day.
Peanut butter’s versatility has inspired creativity on social media, with recipes such as peanut butter smoothies, coffee, and combinations with bread, yogurt, and nuts gaining popularity. Some even combine peanut butter with traditional Korean ingredients like doenjang (soybean paste) and gochujang (red chili paste), creating dishes such as peanut butter gochujang stir-fried squid and doenjang peanut butter ssamjang (dipping sauce). Chef Edward Lee also featured peanut butter in a recent South Korean cooking show, further fueling interest in the trend. As consumers increasingly seek healthy and flavorful foods, this “healthy pleasure” trend is likely to continue shaping food choices in Korea.
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