In South Korea’s ever-competitive dessert and digital art market, an unexpected battle for supremacy is playing out this autumn—one that’s as much about price and accessibility as it is about taste and artistic flair. Two major players, MegaCoffee and the premium dessert brand Yoa Jeong, are at the center of a frenzy that’s sweeping both cafes and online spaces, with record sales, social media buzz, and even a few headaches for those behind the counter and the screen.
This September, MegaCoffee’s latest cup dessert, the Yogurt Gelato ChocoBerry Mix, exploded onto the scene. According to Money Today, the new menu item is selling at a pace that outstrips even the summer’s red bean dessert sensation, with some stores scrambling to keep up with demand. In just 11 days, the company reported a staggering 600,000 units sold, and some locations faced outright shortages, prompting emergency restocking efforts.
The Yogurt Gelato ChocoBerry Mix isn’t just a hit for its flavor. Priced at 3,900 won (about $3), with the option to add more toppings for a small additional fee, it offers a combination of yogurt gelato, three types of berries, granola, chocolate shell, and chocolate rings. This “small but mighty” cup dessert, as it’s been dubbed, is lauded for hitting a sweet spot: satisfying, affordable, and easy to eat on the go. As Asia Economy reports, even in a time of rising costs and tightened budgets, MegaCoffee’s strategy of offering compact, budget-friendly treats has resonated with consumers looking to indulge without breaking the bank.
But the story doesn’t end with MegaCoffee. The premium dessert brand Yoa Jeong, known for spearheading South Korea’s yogurt ice cream craze, has also been making headlines. On September 16, Yoa Jeong launched a trio of new matcha-themed desserts, as reported by Newsis. The flagship item, “Boni Chestnut Opened Matcha Forest,” features crispy kadaif made with Jeju matcha, premium chestnuts simmered in their skins, whole red beans, and brown sugar mochi. There’s also the “Matcha Forest Orange,” which combines a strawberry base and yogurt ice cream with the crunch of matcha kadaif and the tang of orange. To top it all off, literally, is the “Crispy Matcha Choco Shell,” a premium topping that brings together the bittersweet notes of Jeju matcha and the texture of kadaif.
Why all the fuss? For one, both brands have tapped into the zeitgeist of autumn—offering flavors and experiences that feel tailored to the season. But there’s more at play. As Asia Economy notes, MegaCoffee’s ChocoBerry Mix has been dubbed the “Yoa Jeong alternative” by fans online, thanks to its similar toppings but much lower price point. Where a Yoa Jeong dessert can run upwards of 20,000 won, MegaCoffee’s offering is seen as a steal, especially for younger consumers and those watching their wallets.
Social media has been ablaze with comparisons and reviews. Comments like “If you eat Yoa Jeong, it’s over 20,000 won, but MegaCoffee is reasonably priced,” and “Even with extra chocolate rings, it’s only 4,200 won,” have gone viral, according to Money Today. Others have praised the ChocoBerry Mix as “the ultimate value-for-money autumn dessert” and “perfect for a little snack when you’re not too hungry.” The buzz has been so intense that some MegaCoffee employees have taken to social media to plead, half-jokingly, for customers to slow down: “I’m overwhelmed by all the orders,” and “Please, stop ordering so much!”
Meanwhile, Yoa Jeong isn’t sitting idle. Their new matcha line is aimed squarely at connoisseurs and those seeking a premium experience. “We’ve prepared a variety of combinations to satisfy matcha enthusiasts as autumn deepens,” a Yoa Jeong representative told Newsis. “We will continue to introduce premium desserts that reflect customers’ lifestyles and the feeling of the season.” The desserts are available at Yoa Jeong outlets nationwide, though availability may vary by location.
The competition isn’t just about flavor or price—it’s also about experience and brand identity. While MegaCoffee’s approach is about democratizing the premium dessert experience, Yoa Jeong is doubling down on luxury, unique ingredients, and culinary artistry. The contrast is stark: one brand offers a taste of indulgence for everyone; the other, a carefully curated treat for those willing to splurge.
Adding another layer to this rivalry is the digital art scene, where memes featuring “belly rumbles” and comic digital art have become a cultural phenomenon. According to Money Today and Newsis, memes like “Mega Belly Asai Bull” and “Pyeongbeok Syriz” have been sold in massive quantities—1.2 million units in a single month for the latter, with total sales topping 9 million. These digital creations, which blend humor and everyday experiences like hunger pangs, have struck a chord with audiences both in Korea and abroad. The meme companies have even released themed event memes, with special releases planned through September 17, 2025.
But not everyone is thrilled by the meme mania. Some artists have voiced frustration over the challenges of keeping up with demand and the difficulties of production. On the consumer side, there’s been grumbling about prices—“Even after adding belly sounds, it costs 4,200 won”—mirroring the debates in the dessert world. Still, the appetite for these digital treats appears undiminished, with companies promising more content and careful curation in the future.
Industry experts see the current craze as more than a passing fad. The rise of mini-sized, reasonably priced desserts is seen as a clever response to economic pressures, allowing consumers to indulge without guilt. At the same time, the digital art boom reflects a desire for humor and relatability in everyday life. As more brands and creators jump into the fray—major coffee chains like Ediya Coffee and Compose Coffee have also entered the cup dessert market—the landscape is only getting more crowded and competitive.
For now, it seems South Korea’s autumn is all about clever indulgence, whether that means savoring a cup of gelato topped with berries and chocolate or sharing a laugh over a meme about belly rumbles. With both MegaCoffee and Yoa Jeong pushing boundaries and responding to consumer demand in real time, the only certainty is that the next big thing may be just around the corner—at a price point everyone can stomach.
