“Forget Salad”—Gen Z Embraces Flavorful New Diet Foods

Gone are the days when dieting meant bland salads and flavorless chicken breast. A fresh wave of diet foods is capturing the hearts (and stomachs) of Korea’s MZ generation (Millennials + Gen Z), offering taste, nutrition, and convenience all in one.

Under the keyword “Healthy Pleasure,” diet trends are shifting toward meals that bring joy—not just calorie cuts. Convenience stores and online platforms are rapidly filling shelves with low-carb, high-protein options like konjac-based bibim noodles, salad wraps with chicken balls, and protein-packed yogurt bowls.

CU convenience store reported a 37.5% increase in health-focused meal sales in just the first three months of 2025.

Ready-made meals have also evolved. Instead of just protein shakes or bars, people are turning to heat-and-eat options like chicken breast kimbap and konjac rice lunch boxes with bold Korean flavors. For example, Emart24’s konjac fried rice bowl sold over 120,000 units in just one month.

These creative dishes are rapidly going viral through Instagram and YouTube Shorts, with consumers viewing them as “a delicious full meal” rather than just “diet food.” Texture, taste, packaging design—every detail matters to today’s health-conscious foodies.

In response, brands are launching trendy new items like vegan konjac noodles, truffle-seasoned chicken breast, and decaf protein lattes.

This marks the rise of the Healthy Pleasure era, replacing restrictive diets with sustainable, enjoyable eating habits. The goal is shifting from simply losing weight to improving one’s overall lifestyle.

Popular items like spicy gochujang chicken rice bowls and high-protein low-carb japchae now mimic regular meals in taste—driving high repurchase rates.

Even K-pop idols are moving away from strict, unbalanced diets, with stars like Karina of aespa embracing a more enjoyable and sustainable approach to food. Known among aespa members and fans as a true foodie, Karina often shares her thoughts on food and her flavorful favorites.

In a recent interview, she confidently named Sprite as her must-have drink when eating spicy food—highlighting her love for the bold and refreshing combo of heat and fizz. Without hesitation, she recommended spicy ramen, tteokbokki, and dakgangjeong as her top three spicy pairings, immediately winning the hearts of fellow spice lovers.

Experts say this shift isn’t just a passing fad, but part of a larger movement toward holistic, enjoyable wellness. Diet food is no longer a separate category—it’s just another daily option for smarter, healthier eating. From warm konjac rice to flavorful Korean-style protein bowls, “tasty dieting” is no longer a trend—it’s the new normal.

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