Broadcaster Choi Hwa-jung eats apples with peanut butter for breakfast on a YouTube channel last year. Captured from YouTube

A specialty cafe 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 percent peanut butter option freshly ground in front of customers.

A staff member said, "Some customers buy up to 30 jars at a time," adding that about half of their customers are middle-aged, in addition to younger patrons.

A woman in her 50s visited the cafe on Feb. 18 with her daughter. She said, "It's trendy to spread peanut butter on apples these days, so we thought we'd give it a try," and purchased a jar to take home.

Peanut butter, once considered unfamiliar in Korea, has now become a kitchen staple. The trend began last year when TV personality Choi Hwa-jung appeared on a YouTube channel and demonstrated eating apples with peanut butter for breakfast.

In the United States and other countries, this combination is popular because the sweetness and tartness of apples complement the nutty richness of peanut butter.

The growing perception of peanut butter as a healthy food has significantly increased demand.

An official from the online shopping platform Market Kurly said, "Peanut butter sales last year were about five times higher than the previous year (2023)," adding that its potential to help regulate blood sugar has driven consumption, aligning with health trends like blood sugar diets and the "healthy pleasure" lifestyle.

"In particular, products made from 100 percent peanuts without additives are experiencing rapid growth," the official added.

A staff member prepares fresh 100 percent peanut butter at a peanut butter-themed cafe in Seongsu-dong, Seoul. Korea Times photo by Kim Min-ji

Unique flavor combinations

Peanut butter, long regarded as a high-caloric food unsuitable for dieting, is now praised for its healthy fats and proteins. Historically, peanut butter was recommended in U.S. nursing homes in the 1890s as a soft, high-protein food for older adults with dental problems.

Additionally, the globally distributed emergency food product Plumpy'nut, made from peanuts, highlights its value as a high-calorie, nutrient-rich food.

Professor Hwang Hee-jin of Catholic Kwandong University International St. Mary's Hospital said, "Peanuts are rich in protein and unsaturated fatty acids that are beneficial for vascular health." He added, "When combined with apples, peanut butter can slow the rapid rise in blood sugar caused by apples, helping prevent blood sugar spikes."

However, moderation is key. Professor Kang Jae-heon of Kangbuk Samsung Hospital warned, "Peanut butter does not directly lower blood sugar. While its fat content can create a feeling of fullness and reduce overall food intake, its high-calorie content makes it unsuitable as a diet food."

American nutritionists recommend a daily intake of about two tablespoons, or 16 to 32 grams.

Peanut butter's versatility has also inspired a wave of culinary creativity on social media. Recipes like peanut butter banana smoothies, peanut butter coffee and peanut butter paired with bread, yogurt and nuts are widely shared.

"Peanut butter banana" served at a cafe in Seongsu-dong, Seoul, featuring banana, ice cream and peanut butter. Korea Times photo by Kim Min-ji

Kim Hyun-jin, a 36-year-old homemaker, said, "There are many ways to enjoy peanut butter that appeal to both children and adults. It's easy to mix with other foods, so we end up eating it often."

Peanut butter even pairs well with traditional Korean ingredients like "doenjang" (soybean paste) and "gochujang" (red chili paste). Social media users are sharing unique recipes such as peanut butter gochujang stir-fried squid, doenjang peanut butter salad and doenjang peanut butter ssamjang (dipping sauce made from doenjang and gochujang).

Chef Edward Lee, known for his stint in the hit Netflix show "Culinary Class Wars," recently appeared on tvN's "Edward Lee's Country Cook" and prepared a chicken dish using doenjang, soy milk and peanut butter.

Choi Ji-hye, a researcher at Seoul National University's Consumer Trend Analysis Center and co-author of "2025 Trend Korea," said, "Influencers on YouTube are spreading lifestyle trends faster than ever before. Consumers are increasingly considering not only the taste of food but also its ingredients and health effects. This 'healthy pleasure' trend is expected to continue influencing food choices in Korea."

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.