A gooey pistachio-filled dessert has taken South Korea by storm—but you won't find it in Dubai. Known as 두쫀쿠 (du-jjon-ku), this viral sensation combines Middle Eastern flavors with Korean ingenuity, creating lines so long that fans camp outside bakeries before dawn. Understanding why millions of Koreans are chasing this chewy green treat reveals fascinating insights into Korea's unique food culture—and gives visitors a delicious reason to join the hunt.
What exactly is Dubai Chewy Chocolate and why does it exist?
The name 두쫀쿠 is a Korean portmanteau: "두" from 두바이 (Dubai), "쫀" from 쫀득 (chewy), and "쿠" from 쿠키 (cookie). Despite its name, this dessert was invented entirely in Korea and doesn't exist in Dubai at all.
The origin story begins with Fix Dessert Chocolatier in Dubai, where British-Egyptian entrepreneur Sarah Hamouda and Filipino pastry chef Nouel Catis Omamalin created the original "Can't Get Knafeh of It" chocolate bar in 2022. The magic ingredients: bright green pistachio cream, kadayif (crispy shredded phyllo pastry from Turkish cuisine), and tahini, all encased in Belgian chocolate. In December 2023, Ukrainian food influencer Maria Vehera posted an ASMR video on TikTok that accumulated over 139 million views, launching a global phenomenon.
Korean creators took this inspiration and transformed it into something uniquely their own. While the original Dubai chocolate uses a chocolate shell, the Korean version wraps the pistachio-kadayif filling in a soft marshmallow dough made from melted marshmallows, butter, and milk powder, then dusts it in cocoa. The result? A dessert with a chewy, stretchy exterior that gives way to a satisfyingly crunchy center—perfectly suited to Korean texture preferences. Dessert brand Mond Cookie is credited with pioneering this format in early 2025.
The craze has grown so intense that kadayif noodles and quality pistachio spreads have skyrocketed in price. Services have even emerged to track café locations and real-time inventory. Here at Creatrip, nearly our entire team has tried Dubai Chewy Chocolate—that's how popular it's become.
[이미지 슬라이더] 
The perfect storm behind Korea's obsession
The Dubai Chewy Chocolate craze exemplifies a distinctly Korean phenomenon. Cultural psychologists point to collectivism and conformity as powerful drivers: in a society where belonging matters deeply, not having tried the trending food creates genuine social anxiety.
Add Korea's "proof shot" culture—where every experience must be photographed and shared on social media—and you have a self-reinforcing trend engine. The bright green pistachio filling is undeniably photogenic, making Dubai Chewy Chocolate perfect Instagram content. When IVE's Jang Wonyoung posted herself enjoying Dubai Chewy Chocolate in September 2025, the trend exploded into the mainstream. Other celebrities including actress Kim Sejeong and RIIZE's Sungchan followed, creating what marketing professors call "ditto consumption"—where fans replicate their idols' choices.
The numbers tell the story: South Korea's leading delivery app Baemin reported a 1,500x increase in Dubai Chewy Chocolate searches compared to October 2024. Naver Maps users created crowdsourced lists of shops with over 72,000 views.
Of course, this trend isn't all hype—there's genuine joy in the hunt. People find real pleasure in tracking down cafés that have stock, and Dubai Chewy Chocolate has become a meaningful gift to share with loved ones. In January 2026, finding one in Seoul is no easy feat, so receiving one as a gift feels like a genuine act of care.
There's an upside for local businesses too. With Korea's economy in a slump and consumer spending tight, many cafés are struggling. But Dubai Chewy Chocolate offers a lifeline—the recipe isn't complicated, just requiring some practice to perfect. Owners can register their inventory online or list on delivery apps, and suddenly they're part of the phenomenon. For merchants fighting to stay afloat, it's been a ray of hope.
 |  |
My colleague's wife got her nails doen to match the color of the cholcate | |
Where to find Dubai Chewy Chocolate and what you'll pay
Prices typically range from 5,000 to 7,000 won ($3.50-5 USD) at independent bakeries, though premium hotel versions reach 25,000 won. Convenience stores offer budget options at 3,100-5,800 won, though purists say they lack authentic flavor.
Several shops have achieved legendary status. Mond Cookie, the original creator, operates pop-ups at The Hyundai Seoul and ships 20,000 pieces daily. Palette Dessert in Incheon became famous after Jang Wonyoung's visit. In Seoul, Mido Bakery (Yeongdeungpo), Dding Bakeshop near Gyeongdong Market, and cafés throughout trendy Yeonnam-dong and Seongsu-dong attract devoted customers who arrive hours early.
The Dubai Chewy Chocolate Map phenomenon deserves special mention. Fans created real-time tracking websites (dubaicookiemap.com) showing which shops have stock—because most sell out by early afternoon. Over 360 registered stores update their inventory status directly, turning Dubai Chewy Chocolate hunting into a competitive sport.
Dubaicookiemap.com
Understanding Korea's boom-bust food culture
Korea's relationship with food trends follows a predictable but extreme pattern. The tanghulu (candied fruit) craze of 2023 saw franchise stores multiply 14-fold, only for one major chain to collapse from 500 to just 78 locations within a year. Taiwanese castella shops proliferated then vanished. Yet croffles and salt bread successfully transitioned from trend to permanent menu fixture.
The difference often lies in adaptability. Foods that integrate easily into existing bakery menus tend to survive; those requiring specialized shops face market saturation and rapid decline. Industry analysts remain uncertain whether Dubai Chewy Chocolate will follow the tanghulu path or establish itself permanently—one reason major chains are cautiously introducing limited products rather than going all-in.
This volatility reflects FOMO's powerful grip on Korean consumer psychology. Research links Korea's competitive society—where people grow up constantly evaluated and compared—to unusually intense trend-following behavior. Limited-time offers and scarcity marketing exploit this anxiety directly.
More than just dessert
The Dubai Chewy Chocolate craze offers visitors more than a tasty treat—it's a window into contemporary Korean culture. The convergence of social media virality, celebrity influence, collectivist values, and remarkable culinary creativity produces food phenomena unlike anywhere else in the world. Whether Dubai Chewy Chocolate joins croffle as a lasting favorite or fades like tanghulu, the experience of hunting one down, waiting in line with excited Koreans, and finally tasting that pistachio-kadayif filling connects you to something authentically Korean.
For visitors in January 2026, the trend remains at peak intensity. Check real-time inventory at dubaicookiemap.com, arrive early at popular spots, and embrace the hunt—the Dubai Chewy Chocolate experience is about the journey as much as the destination. When you finally bite through that chewy marshmallow exterior into the crunchy pistachio center, you'll understand why millions of Koreans consider this dessert worth camping out for.
