Cooling off for less: the cup bingsu boom

Meanwhile as many here in the country will agree a cup of Korean bingsoo is the hottest way to cool off this sweltering summer.

Our Byeon Ye-young had a taste.

This summer, a simple cup of shaved ice is emerging as the hottest item on café menus across South Korea.

It's in high demand in cafés across the nation, especially during the hottest hours of the day, when lines form quickly and items sell out fast.

"With the weather so hot and humid lately, I wanted something to cool down. I looked for some bingsu I could enjoy alone, but cup bingsu was so popular I had to search all over. I'm just really glad I finally found one."

"As you can see, there are several flavors to choose from, from the classic red bean flavor to mango and chocolate.

A cup of bingsu costs around 4,000 won, much cheaper than many other summer desserts.

This kind of affordable indulgence is exactly what many are looking for in the middle of this scorching summer."

Sold in individual portions and priced at around 4,000 to 6,000 won, "cup bingsu" has quickly become a seasonal sensation.

In many stores, it sells out every day, causing customers to check several locations or share tips online about where to find it.

What was once a dessert associated with sharing is now being tailored to solo consumption, reflecting a wider shift in Korean consumer habits.

Behind the boom are three key factors: the rise of people living by themselves, the rising cost of living, and the extreme heat.

All three have helped redefine what people look for in a summer treat.

"Consumers today prefer cup bingsu from franchise cafés because it's cost-effective and perfectly portioned for one person. These factors together make it a highly attractive choice."

The popularity of cup bingsu has also been amplified by social media.

Viral posts from café workers joking about the overwhelming number of bingsu orders have turned into memes, driving even more public curiosity.

Café staff say demand peaks between noon and mid-afternoon, especially on hotter days.

"Our customers truly range across all age groups. Men and women, young and old. After lunchtime, we often get group orders of ten or more at once, and many people come looking for different flavors."

As Korea continues to battle scorching temperatures, this single-serving frozen treat is proving that the smallest indulgences can leave the biggest mark.

Byeon Ye-young, Arirang News.