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South Korea's latest dessert obsession
A viral treat inspired by Dubai's famous chocolate bars has taken South Korea by storm, sparking long queues, ingredient shortages, and even counterfeit versions.
The cookie that broke the internet
The Dubai chewy cookie-a dense, marshmallow-like confection stuffed with pistachio cream and shreds of knafeh pastry-first gained traction in South Korea last September. The trend exploded after K-pop star Jang Won-young of the girl group Ive posted a photo of the dessert on Instagram.
Despite its name, the cookie's texture resembles a rice cake more than a traditional cookie. Prices range from 5,000 to 10,000 won ($3-$7), but soaring demand is expected to push costs higher.
Retail frenzy and supply shortages
Convenience store chain CU launched its own version in October, selling 1.8 million units in just a few months. A company spokesperson told Yonhap News that production capacity is struggling to keep up with demand.
Some shops now limit purchases per customer, while a real-time online map tracks stock levels at various locations. The craze has even sparked debates among gig workers about whether hardware stores and cleaning companies should jump on the trend, The Korea Herald reported.
Ingredient prices surge, counterfeits emerge
The cookie's popularity has driven up pistachio prices, with one major supermarket chain raising costs by 20% this year. Counterfeit versions have also flooded the market, drawing complaints from disappointed customers.
"I bought two for 11,000 won, but there's no knafeh, and the exterior isn't marshmallow. It's heartbreaking."
Customer review, quoted by The Chosun Daily
Why Koreans can't get enough
Food critics attribute the cookie's success to its thick, dense texture-a hallmark of Korean dessert culture, where visual impact often outweighs balance or harmony of flavors.
"It reflects Korean food culture, where visual overwhelmingness matters more than balance or harmony of ingredients and flavors."
Food critic Lee Yong-jae, The Chosun Daily
From sushi bars to cold-noodle shops, restaurants across Seoul are now adding the Dubai chewy cookie to their menus, proving its status as the country's latest culinary fixation.
