Viral Treat Generates Nationwide Queues The “Dubai chewy cookie,” a pistachio‑cream‑filled, butter‑toasted kadaif confection, continues to dominate South Korean social media and bakery shelves months after its 2025 debut. On the morning of Feb. 4, a pop‑up bakery in western Seoul attracted a line of eager customers, including a 25‑year‑old office worker who bought a box after seeing an Instagram post from a friend. Posts by K‑pop idols such as IVE’s Jang Won‑young have amplified demand, prompting frequent sell‑outs at small bakeries across the country [1].

Corporate Chains Replicate the Dessert Major food brands have launched their own versions, with Starbucks Korea offering a “Dubai chewy roll” and Paris Baguette selling a mini tart inspired by the treat. The trend expanded to novel formats like “Dubai chewy gimbab,” donuts, and pizza, showcased at a dessert fair held at KINTEX on Jan. 22, 2026. These corporate adaptations signal the cookie’s transition from niche bakery item to mainstream snack option [1].

Red Cross Leverages Cookies for Blood Donations In late January, the Korean Red Cross began distributing Dubai chewy cookies to individuals who donate blood, aiming to boost donation rates through the treat’s popularity. The incentive program aligns with the organization’s broader outreach efforts and capitalizes on the cookie’s viral appeal. Early feedback suggests the giveaway is encouraging more donors to participate [1].

Pistachio Import Surge Drives Retail Prices Customs data cited by Rep. Chung Il‑young reveal that a ton of imported pistachios now costs about 28 million won, marking an 84 % year‑on‑year increase. Consequently, the retail price of a single Dubai chewy cookie has risen above 8,000 won (US$5.52). Despite the higher cost, many consumers report they will continue purchasing the treat, underscoring its strong market demand [1].