Back in July, Starbucks announced the 2025 return date for Pumpkin Spice Latte and #Summerween was going viral. No wonder searches for PSL, corn mazes and Halloween costumes increased compared to last summer.
And wasn’t the frozen yogurt trend packed deep in the deep freeze for over a decade? Not according to the latest trend data from Yelp, based on millions of daily consumer interactions online.
Aug. 26 is the date Starbucks brings back PSL, part of a trend that has led to the coining of “Augtober” as a name for this month. Search activity for pumpkin spice is up 49% year over year, with corn mazes close behind at 40%, followed by Halloween costumes and apple orchard tied at 31%.
While those numbers show a significant jump between 2024 and 2025, the comeback of yogurt is a bigger surprise. Searches for “frozen yogurt near me” have increased 38% year over year, and more unique yogurts are getting even more attention. There are 83% more searches for yogurt cafes, especially those specializing in richer, thicker Korean styles, like Let Eat Yogurt [sic] in Los Angeles. And Korean yogurt itself saw a 50% search increase.
“We all remember when there was a fro-yo shop on every corner back in the 2010s, but eventually the market got a bit saturated. Now, Yelp users are rediscovering how versatile and fun yogurt can be—and it’s not just fro-yo this time,” said Yelp trend expert Tara Lewis. “We’re seeing thick, Korean-style Gguduck gaining popularity, and people are even getting creative at home with ‘yogurtmaxxing’ to achieve that ultra-thick, cream cheese-like texture. Whether it’s a snack to help meet your daily protein goals or a customizable dessert, yogurt is back.”
The International Frozen Yogurt Association confirms that frozen yogurt is on the rise in South Korea, with a new generation seeking “healthy pleasures” in the form of froyo. While Korean imports Red Mango and Pinkberry led the first wave of frozen yogurt concepts in the 2010s, Yogurt World and Yoajung, both launched in the 2020s, are attracting young South Koreans today by emphasizing healthfulness.
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