Yoajung draws TXT fans in China as it targets 100 stores

Yoajung, the Korean yogurt ice cream brand that appointed Tomorrow X Together (TXT) as global models, is gaining momentum in the Chinese market. In its first year of entering China, Yoajung is currently operating a total of 18 stores in major cities such as Shanghai, Beijing, Chongqing, and Shenzhen, and has set a goal to reach 100 stores within China by the end of the year.

TXT Fandom Gathers at Shanghai IAPM Store No. 1

On the 29th (local time), the first Yoajung store located in the Shanghai IAPM shopping mall was crowded with customers even during weekday daytime hours. Korean greetings could be heard at the store entrance, and G-Dragon (GD)'s hit song 'Crooked' played from the speakers. The store puts its Korean identity front and center.

At the store, young female customers carrying TXT character 'Ppulbatu' keyrings were particularly noticeable. They followed the topping combinations favored by TXT members or ordered menus that had become viral on SNS. 15-year-old Olivia Yang, met on-site, said, "I came here after seeing TXT members eating Yoajung," and chose the toppings recommended by Soobin.

16-year-old Caroline and April visited the store to taste the 'Yeonjun Set,' which became a sensation on the Chinese short-form platform Douyin. This menu is the 'Genius Baby Cat (天才小猫) Pick Yogurt Ice Cream Bowl,' utilizing Yeonjun's nickname, and is characterized by a combination of toppings personally selected by Yeonjun: grapefruit, honeycomb, and chocolate shell.

Yangmei Smoothies and the 12–25 Yuan Price Range

Reflecting the beverage consumption culture of Chinese consumers, Yoajung has strengthened its beverage lineup, including shakes, smoothies, and juices, in addition to yogurt ice cream. The summer limited menu 'Yangmei Smoothie,' which uses the local Chinese fruit 'Yangmei,' is also gaining popularity among local customers.

In response to the single-person consumption trend, they also released menus with adjusted portions. Currently, the 'Jeju Hallabong Guncheese Ice Yogurt Shake' and 'Strawberry Sweetheart Guncheese Ice Yogurt Shake' are among the top sellers. The menu price range is 12–25 yuan, approximately 2,700–5,700 Korean won.

Shanghai Store No. 2 Scheduled to Open on the 4th

Yoajung is developing its business in China through a Master Franchise (MF) model. The second Shanghai store is scheduled to open on the 4th, and in addition to the Shanghai IAPM store, the Suzhou Center store is also being visited by a diverse customer base, including families.

Store designs targeting the SNS usage habits of the younger generation have also contributed to the expansion. A 'mirror selfie' culture using mirrors inside the stores has formed, and the visually stunning product designs are leading to social media check-in photos on platforms like Xiaohongshu.