Imagine a dessert so irresistible that it sparks a nationwide frenzy, sends ingredient prices soaring, and even inspires a real-time tracking map. That’s exactly what’s happening in South Korea with the Dubai chewy cookie—a treat that’s taken the country by storm. But here’s where it gets fascinating: this isn’t just any cookie. Inspired by the globally beloved Dubai chocolate—a sticky, indulgent bar filled with pistachio cream, tahini, and knafeh pastry—this South Korean twist has become a cultural phenomenon. And this is the part most people miss: despite its name, the cookie’s texture is more akin to a rice cake, with a chocolate marshmallow base stuffed with pistachio cream and knafeh shreds. It’s a fusion of flavors and textures that’s as unique as it is addictive.
Since its rise to fame last September, thanks to a viral Instagram post by Jang Won-young of the girl band Ive, the Dubai chewy cookie has been flying off shelves. Shops sell hundreds within minutes, and even restaurants that typically don’t serve desserts—from sushi bars to cold-noodle spots—are jumping on the bandwagon. But here’s the controversial part: as demand skyrockets, so do prices. A single cookie can cost up to 10,000 won ($7; £5.5), and some predict it’ll only get pricier. Is this a fair price for a dessert, or has the hype gone too far?
The craze has had ripple effects across the country. Local convenience store chain CU launched its version, the Dubai chewy rice cake, in October, selling a staggering 1.8 million pieces in just a few months. “Our production can’t keep up with demand,” a company rep admitted to Yonhap News. The obsession is so intense that someone even created a real-time map tracking where to find the cookies and their stock levels. But not everyone’s happy—counterfeit versions have emerged, leaving some buyers disappointed. One reviewer lamented, ‘I paid 11,000 won, but there was no knafeh, and the exterior wasn’t even marshmallow. It’s heartbreaking.’
The trend has also sparked debates. Food critic Lee Yong-jae argues the cookie’s success lies in its thickness and density, reflecting Korea’s love for visually overwhelming treats. But is this a celebration of Korean food culture, or a sign that we’re prioritizing appearance over flavor balance? Meanwhile, gig workers are joking—or are they?—about hardware stores and cleaning companies cashing in on the craze. Even pistachio prices have surged, with one major supermarket chain raising them by 20% this year.
So, what do you think? Is the Dubai chewy cookie a genius culinary innovation, or just another overhyped trend? Let us know in the comments—we’re eager to hear your take!
