Overview of the Craze
A Dubai-inspired chewy cookie has gained significant popularity in South Korea, becoming a prominent dessert trend. The cookie is characterized by its filling of pistachio cream and knafeh shreds encased in a chocolate marshmallow, with a texture often compared to a rice cake.
Market Impact and Demand
Demand for the cookie is high, with some retailers reporting sales of hundreds of units within minutes of availability. This surge in popularity has resulted in increased prices for core ingredients, such as pistachios, which have experienced a 20% price hike from a major supermarket chain. The dessert is currently sold for 5,000 to 10,000 won (approximately $3 to $7 USD), and prices are projected to rise further.
Distribution and Public Engagement
The cookie is available across various retail outlets, including specialized dessert shops, bakeries, and non-traditional food establishments like sushi bars. Convenience store chain CU introduced its own version in October, selling around 1.8 million units in several months. A company spokesperson noted that production capacity is challenged by the high demand.
Public interest is further evidenced by a real-time online map designed to track the availability and stock levels of the dessert in different shops. Some stores have implemented limits on customer purchases.
Origin and Influences
The trend intensified in September following a social media post by Jang Won-young of the girl band Ive, featuring the chewy cookie. Food critics, including Lee Yong-jae, attribute the cookie's appeal in South Korea to its thick and dense consistency, aligning with a cultural preference for visually impactful food items.
Counterfeit Concerns
The high demand has also led to the appearance of counterfeit products, with consumers reporting variations in ingredients and texture in online reviews.