A dessert inspired by the viral Dubai chocolate bar has sparked an unexpected food craze in South Korea, with shops selling out within minutes and demand pushing up prices of key ingredients such as pistachios. Dubbed the “Dubai chewy cookie,” the indulgent sweet has rapidly become one of the country’s most sought-after treats, spreading far beyond traditional bakeries to restaurants that do not typically serve desserts.
Originally inspired by the Dubai chocolate bar known for its rich filling of pistachio cream, tahini and crunchy knafeh pastry, the South Korean version reimagines the concept in a different form. Despite being called a cookie, its texture is closer to that of a chewy rice cake. The dessert is made by wrapping pistachio cream and shreds of knafeh inside a chocolate-coated marshmallow, creating a dense and visually striking confection that has resonated strongly with local consumers.
The trend began gaining momentum last September after Jang Won-young, a member of the popular K-pop girl group Ive, shared a photograph of the Dubai chewy cookie on her Instagram account. The post quickly drew attention, triggering widespread curiosity and prompting fans and food enthusiasts alike to seek out the dessert. Since then, demand has surged to such an extent that some stores report selling hundreds of pieces within minutes of restocking.
Prices currently range between 5,000 won and 10,000 won per piece, but local media report that costs are likely to rise further due to sustained demand and increasing ingredient prices. The popularity of the dessert has encouraged a wide range of eateries to join the trend, including sushi restaurants and cold-noodle shops, which have added the chewy cookie to their menus in a bid to capitalise on the craze.
Major retailers have also taken notice. Convenience store chain CU introduced its own version, branded as a Dubai chewy rice cake, in October. According to the company, approximately 1.8 million units have been sold over the past few months. A company representative told Yonhap News that production facilities have been struggling to keep up with consumer demand, underscoring the scale of the phenomenon.
The obsession has become so intense that an online map has been created to track shops selling the dessert, along with real-time updates on stock availability. Some outlets have begun imposing limits on how many cookies each customer can purchase, while online discussions have even joked about whether businesses far removed from food, such as hardware stores or cleaning companies, should also consider selling the dessert.
The surge in popularity has had broader market effects. Local media report that the price of pistachios has risen sharply, with at least one major supermarket chain increasing prices by 20% this year. At the same time, counterfeit versions of the dessert have begun appearing, prompting frustrated consumers to voice complaints in online reviews about inferior quality and missing ingredients.
Food critics suggest the dessert’s success reflects broader trends in South Korean food culture. According to critic Lee Yong-jae, the thick, dense and visually overwhelming nature of the Dubai chewy cookie aligns with consumer preferences that prioritise bold appearance and indulgence over subtle balance of flavours, helping explain why the treat has taken the country by storm.
