The Dubai chewy cookie, a creation inspired by the popular indulgence known as Dubai chocolate, has taken South Korea by storm. This dessert features a unique texture akin to a rice cake, stuffed with pistachio cream and crispy knafeh shreds encased in a chocolate marshmallow.
Sales have surged since Jang Won-young from the girl band Ive shared a photo of the cookie on Instagram. Now, even shops that traditionally don’t sell baked goods are trying to meet the burgeoning demand.
Shops across the region are reportedly selling out within minutes, causing a spike in ingredient prices and literally stirring up a frenzy among sweet-toothed Koreans. The price of a Dubai chewy cookie varies between 5,000 to 10,000 Korean won ($3 to $7), but experts predict these prices may rise due to the extreme popularity.
The trend has even prompted local convenience store chain CU to manufacture its own version, reportedly selling about 1.8 million units in recent months. Meanwhile, a growing number of eateries—from sushi bars to cold noodle shops—are adding this decadent dessert to their menus.
Notably, a real-time tracking map has been created to help customers locate shops that sell the cookie and stay updated on stock levels. Some places have begun limiting purchases to manage the overwhelming demand.
Unfortunately, the explosive popularity has also led to counterfeit versions hitting the market, triggering consumer complaints over quality and authenticity. One disappointed customer shared, “I bought two for 11,000 Korean won, but there's no knafeh, and the exterior isn't marshmallow. It's heartbreaking.”
Food critics attribute the cookie’s success to its rich and dense composition, which aligns with South Korean food culture's emphasis on visually striking, substantial dishes rather than a balanced harmony of flavors.
