What inspired this mother-daughter duo to start a dalgona candy business?

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The Popularity of Squid Game Inspired the Dalgona Candy Business

The mother-daughter duo, Jessie Chong and Elaine Loo, were inspired to launch their dalgona candy business by the global phenomenon of the South Korean television series Squid Game. Recognizing the show's surge in popularity and its depiction of the traditional Korean ppopgi (dalgona candy tapping game), they saw a unique market opportunity in Malaysia. Their aim was to be the first to offer this trending confection locally, capitalising on the widespread interest generated by the show.
Capitalising on a Global Trend

The immense international success of Squid Game directly fueled the demand for dalgona candy. Chong and Loo observed this trend and believed that Malaysians would also embrace the challenge and novelty of the candy. This foresight positioned them to be early entrants in a niche market that had been amplified by a high-profile cultural export.
Leveraging Previous Dalgona Popularity

The venture also built upon a prior wave of dalgona-related popularity. Dalgona coffee had experienced a significant surge in interest in 2020 during the initial stages of the pandemic, indicating a public receptiveness to dalgona-themed products. The duo's timing, with the return of dalgona in candy form via Squid Game in 2021, allowed them to tap into an existing, albeit dormant, consumer curiosity.
A Collaborative Entrepreneurial Endeavour

The business was a joint effort, with Loo convincing her mother, Chong, of its viability. They combined Chong's established business acumen, honed over 15 years as a real estate agent, with Loo's artistic and design background. This synergy allowed them to research recipes online, experiment with ingredients like sugar and baking soda, and develop a satisfactory product, while also focusing on creative branding and customer engagement through pop-up stalls.

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What inspired this mother-daughter duo to start a dalgona candy business?

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