The Dubai chewy cookie has redefined dessert culture in South Korea. This delight, intricately made from chocolate marshmallow with fillings of pistachio cream and knafeh shreds, has recently captured the hearts of many in the country, igniting a dessert frenzy.
Initially popularized by Jang Won-young of the girl band Ive on social media, this indulgent treat started selling like hotcakes in South Korean cafes and restaurants. Despite its name, the cookie is more akin to a rice cake, enticing diners with its unique texture and rich flavors.
In just a few months, shops have reported selling hundreds of cookies in mere minutes, prompting local prices for essential ingredients like pistachios to rise substantially. The soaring interest has even seen non-bakery establishments, including sushi bars and noodle shops, jump on the bandwagon, introducing their own variations of the dessert.
CU, a local convenience store chain, reported selling over 1.8 million of its Dubai chewy rice cakes since October, showcasing the overwhelming popularity among consumers. The production limitations have fueled further demand, with some stores having to impose purchase limits on customers.
The obsession is so profound that a real-time tracking map of shops selling the cookies has been created, helping dedicated fans locate the delicacy swiftly. However, increased sales have instigated counterfeit products to appear in the market, with consumers voicing their displeasure about sub-par imitations.
Food critics attribute the cookie's success in South Korea to its visually appealing and indulgent nature, resonating with the country's culinary preference for richness over simplicity. As the trend continues to evolve, the Dubai chewy cookie is set to maintain its place as a leading dessert across South Korea.
