Is a Dubai Chocolate Dessert the Next Big Craze in South Korea?

The Dubai chewy cookie, inspired by the luxurious Dubai chocolate, has taken South Korea by storm, becoming a viral dessert sensation. This indulgent treat, combining pistachio cream, knafeh pastry, and marshmallow, has seen skyrocketing demand, with shops selling out within minutes. The trend has not only captivated dessert enthusiasts but also caused ingredient prices to rise, showcasing the cookie's influence on the South Korean culinary landscape.

Last updated: 15 October 2023 (BST)

What’s happening now

The Dubai chewy cookie is currently experiencing an unprecedented surge in popularity across South Korea. Originating from the viral Dubai chocolate, this chewy cookie has captured the attention of both dessert lovers and food enthusiasts alike. Shops are reportedly selling hundreds of these cookies in mere minutes, leading to shortages and increased prices for key ingredients like pistachios. The cookie’s unique texture, likened to a rice cake rather than a traditional cookie, has contributed to its appeal, making it a must-try for many.

Key takeaways

The Dubai chewy cookie has become a viral dessert in South Korea, inspired by Dubai chocolate.
Prices for the cookies range from 5,000 to 10,000 won (£2.50 to £5) and are predicted to rise significantly.
Demand has led to shortages of key ingredients, particularly pistachios, causing price increases in supermarkets.

Timeline: how we got here

The rise of the Dubai chewy cookie in South Korea can be traced back to its introduction last September, when Jang Won-young, a member of the girl band Ive, posted a picture of the treat on Instagram. This social media exposure sparked a frenzy, leading to the cookie's immediate popularity. By October, convenience store chain CU had launched its version of the dessert, selling approximately 1.8 million units in just a few months. As of now, the trend continues to grow, with various restaurants and shops joining the craze.

What’s new vs what’s known

New today/this week

Recent reports indicate that some stores are now imposing limits on how many cookies each customer can purchase due to overwhelming demand. Additionally, the emergence of counterfeit versions has led to consumer complaints, highlighting the challenges within this rapidly growing market.

What was already established

The initial success of the Dubai chewy cookie was primarily driven by its unique composition, which features a combination of pistachio cream and knafeh shreds enveloped in a chocolate marshmallow. The cookie has been well-received for its dense texture, resonating with the South Korean preference for visually appealing foods.

Impact for the UK

Consumers and households

While the Dubai chewy cookie is currently a South Korean phenomenon, its popularity may influence dessert trends in the UK as well. Consumers may begin to seek out similar indulgent treats or attempt to recreate them at home, especially as the trend highlights the growing appreciation for innovative and visually appealing desserts.

Businesses and jobs

For UK businesses, particularly those in the dessert and confectionery sectors, the rise of the Dubai chewy cookie presents opportunities for innovation. Businesses may consider introducing similar products or collaborating with local chefs to create unique offerings that cater to evolving consumer tastes.

Policy and regulation

Should the trend continue to expand internationally, there may be implications for food safety and ingredient sourcing regulations. Producers might need to adapt to increased scrutiny regarding the authenticity and quality of ingredients used in new dessert creations.

Numbers that matter

1.8 million: The number of Dubai chewy cookies sold by convenience store chain CU within a few months of launch.
20%: The reported increase in pistachio prices at major supermarket chains due to soaring demand.
5,000 to 10,000 won (£2.50 to £5): The current price range for the Dubai chewy cookie in South Korea.

Definitions and jargon buster

Knafeh: A Middle Eastern dessert made from thin noodle-like pastry soaked in syrup and often layered with cheese or cream.
Pistachio cream: A sweet, creamy spread made from ground pistachios, often used in desserts.

How to think about the next steps

Near term (0–4 weeks)

In the immediate future, consumers can expect to see continued fluctuations in the availability and price of the Dubai chewy cookie in South Korea. As demand remains high, businesses may need to adapt quickly to meet consumer desires.

Medium term (1–6 months)

Over the coming months, it will be interesting to observe if the Dubai chewy cookie trend spreads beyond South Korea and into other markets, including the UK. Food entrepreneurs may also begin experimenting with similar flavour profiles and textures.

Signals to watch

The release of new products inspired by the Dubai chewy cookie in both South Korea and internationally.
Shifts in ingredient prices, particularly for pistachios, which may affect dessert pricing.
Consumer feedback on authenticity and quality concerning the cookie and its variants.

Practical guidance

Do

Explore local dessert shops for unique offerings inspired by global trends.
Consider trying to replicate the Dubai chewy cookie at home using readily available ingredients.

Don’t

Do not overlook the importance of sourcing quality ingredients to ensure the best taste and authenticity.
Avoid purchasing from vendors with questionable reputations, especially given the rise of counterfeits.

Checklist

Research local dessert shops that may offer the Dubai chewy cookie or similar treats.
Keep an eye on ingredient prices at supermarkets if planning to make the cookie at home.
Follow social media trends to stay updated on the popularity of desserts.

Risks, caveats, and uncertainties

The rise in popularity of the Dubai chewy cookie may lead to a glut of low-quality imitations, which could damage the reputation of authentic products. Additionally, fluctuations in ingredient availability and prices could impact the sustainability of the trend. Consumers should remain vigilant regarding the authenticity of the products they purchase, particularly in a market where counterfeits have emerged.

Bottom line

The Dubai chewy cookie represents a significant shift in dessert trends, highlighting the influence of social media on consumer behaviour. As it continues to gain traction in South Korea, similar trends may emerge in the UK, potentially leading to innovative dessert offerings. As businesses adapt to these trends, consumers can look forward to exciting new treats inspired by global culinary influences.

FAQs

What is a Dubai chewy cookie?

The Dubai chewy cookie is a dessert that combines pistachio cream and knafeh shreds within a chocolate marshmallow, resembling a rice cake in texture.

Why has the Dubai chewy cookie become popular in South Korea?

The cookie gained popularity after a celebrity posted about it on social media, leading to a viral trend. Its unique texture and indulgent ingredients resonate with local dessert preferences.

What impact has the dessert trend had on ingredient prices?

The demand for the Dubai chewy cookie has led to a marked increase in prices for key ingredients, such as pistachios, with reports of price hikes in local supermarkets.