Full Breakdown
The Rise of the Dubai Chewy Cookie Craze in South Korea
1/14/2026, 12:24:47 PM
Overview of the Trend
The Dubai chewy cookie, a dessert inspired by a popular confection from Dubai, has rapidly gained popularity in South Korea, igniting a dessert craze that has seen shops selling hundreds of cookies within minutes. This chewy cookie, characterized by its unique texture resembling a rice cake, is made by stuffing pistachio cream and knafeh shreds into a chocolate marshmallow. The trend began in September 2022 when Jang Won-young, a member of the girl band Ive, shared a photo of the cookie on Instagram, sparking widespread interest.
Market Impact and Demand
The surge in demand for the Dubai chewy cookie has led to significant market changes. Prices for the cookies currently range from 5,000 to 10,000 won ($3 to £2.5), but are expected to rise due to the overwhelming popularity. Local convenience store chain CU reported selling approximately 1.8 million pieces of its version of the cookie since its launch in October 2022. The high demand has also resulted in a 20% increase in pistachio prices at major supermarkets, as suppliers struggle to keep up with the production needs.
Cultural Significance
Food critics attribute the cookie's success to its thick and dense texture, which resonates with South Korean culinary preferences that often prioritize visual appeal over balance in flavors. Food critic Lee Yong-jae noted that this trend reflects a cultural inclination towards visually overwhelming dishes.
Expansion Beyond South Korea
The Dubai chewy cookie phenomenon is not limited to South Korea. The dessert has also made its way to Toronto, Canada, where Kream Toronto has introduced a similar product called Dubai Chewy Balls. These treats feature a rich pistachio paste center wrapped in a marshmallow-like exterior, offering a unique texture that differentiates them from the original Dubai chocolate trend. Kream's offerings include various flavors and a gift set option, catering to the growing interest in this dessert trend.
Criticism and Counterfeits
Despite the excitement surrounding the Dubai chewy cookie, some consumers have reported dissatisfaction with counterfeit versions. Reviews have highlighted instances where cookies did not contain the expected knafeh or marshmallow texture, leading to disappointment among buyers. This has prompted discussions about quality control and authenticity in the burgeoning market.
Conclusion
The Dubai chewy cookie trend illustrates the dynamic nature of food culture and consumer preferences in South Korea and beyond. As demand continues to rise, the implications for ingredient prices and market competition are significant, while the dessert's cultural resonance highlights the importance of visual appeal in culinary trends.
