A new dessert trend called 'Dubai chewy cookie' (두바이 쫀득 쿠키, shortened as '두쫀쿠') has rapidly spread across Korea via SNS and short-form videos, prized for its stretchy, contrasting textures. The cookie blends chocolate and marshmallow dough with Middle Eastern ingredients like kadaif (카다이프) and pistachio, creating a chewy exterior and crunchy interior that performs well on Instagram and TikTok. Cafés report sell-outs soon after opening, and convenience store chains (CU, GS25, Emart24) have launched Dubai-style chocolate and pistachio desserts to meet demand. Prices are relatively high (one palm-sized cookie can cost ₩5,000–₩10,000) due to imported ingredients, currency effects, and small-batch production, but scarcity and social-media appeal sustain interest. Celebrity chef Ahn Seong-jae boosted the trend by sharing a home-made video of making the cookies with his children, lowering the perceived barrier to trying the dessert. Experts say this reflects a shift toward experience- and share-driven consumption, where photogenic texture and influencer participation matter more than taste alone.
