A remarkable dessert phenomenon is sweeping across South Korea as the Dubai chewy cookie continues to captivate consumers and create unprecedented demand. This unique confection, despite its biscuit-like name, features an innovative texture resembling traditional rice cakes, combining premium pistachio cream and crispy knafeh pastry encased within a glossy chocolate marshmallow exterior.
The culinary craze originated in September 2025 when K-pop sensation Jang Won-young from girl group Ive posted an Instagram photograph featuring the distinctive treat. This single social media moment triggered an explosive consumer response that has transformed South Korea’s food landscape. According to BBC reports, bakeries are experiencing unprecedented sales, with hundreds of cookies selling out within minutes of stocking.
The demand has become so intense that restaurants traditionally focused on savory offerings—including sushi establishments and cold-noodle specialty shops—have rapidly incorporated the Dubai chewy cookie into their menus. Current market prices range from 5,000 won (approximately Dh12.55) to 10,000 won (Dh25.10), with anticipated increases due to rising ingredient costs.
Convenience store chain CU has reported staggering sales figures, moving 1.8 million units since introducing their version in October 2025. The phenomenon has generated innovative consumer responses, including crowdsourced real-time mapping systems that track inventory availability across retailers. Some establishments have implemented purchase limitations per customer to manage the overwhelming demand.
The social impact has extended beyond commercial spheres, with the Korean Red Cross successfully utilizing the cookies as donation incentives during winter blood shortages. The Korea Times reported that donation rates doubled or even tripled at various centers following this initiative.
While the dessert bears Dubai’s name, availability within the emirate remains limited. Potential seekers might explore the Korea pavilion at Global Village as a possible source for these coveted treats.