Dubai Chewy Cookie Craze Drives Lines, Prices and Blood‑Donation Incentives in South Korea

Chocolate‑coated marshmallow treat sparks nationwide dessert obsession – The “Dubai chewy cookie,” filled with pistachio cream and butter‑toasted kadaif shreds, has flooded social‑media feeds and bakery counters across South Korea, remaining viral months after its initial surge last year[1].

Instant queues form at pop‑up bakery in western Seoul – On the morning of Feb. 4, a line quickly gathered outside a department‑store pop‑up, where workers handed out boxed cookies; a 25‑year‑old office worker bought a box after seeing an Instagram post from a friend[1].

K‑pop idols amplify demand, causing sell‑outs – Posts by idols such as IVE’s Jang Won‑young have boosted popularity, leading to long lines and frequent sell‑outs at small bakeries nationwide[1].

Variations and corporate versions expand the trend – New forms like “Dubai chewy gimbab,” donuts, pizza, and corporate offerings—including Starbucks Korea’s “Dubai chewy roll” and Paris Baguette’s mini tart—show the treat’s spread to larger food chains and a dessert fair at KINTEX on Jan. 22, 2026[1].

Korean Red Cross uses cookies to encourage blood donations – The Red Cross began handing out Dubai chewy cookies to donors in late January, aiming to boost donation rates[1].

Pistachio price surge pushes cookie cost above 8,000 won – Customs data cited by Rep. Chung Il‑young reveal a ton of imported pistachios cost about 28 million won in the latest month, an 84 % rise year‑on‑year, driving retail prices of the cookie to over 8,000 won (US$5.52) per piece; despite higher costs, many consumers say they will keep buying[1].