Convenience store CU said on Monday that it had sold out of its initial 200,000 units of Dubai-style chocolates within a day of launching them on 6 July. (Image courtesy of CU)
SEOUL, July 9 (Korea Bizwire) – A new dessert trend dubbed “Dubai Chocolate” has taken South Korea by storm, particularly among the younger generation, leading to shortages and even a burgeoning resale market.
Originally referring to products from the UAE-based brand Figs Dessert Chocolatier, Dubai Chocolate features a filling of kadayif (a thin Middle Eastern noodle) and pistachio cream encased in chocolate.
The treat combines the sweetness of chocolate with the crunchy texture of kadayif and the slightly bitter taste of pistachio.
The craze began late last year when a popular foreign influencer’s social media video featuring the chocolate garnered over 300 million views. The trend quickly spread to South Korea, with enthusiasts sharing photos on various social media platforms.
Local cafes in Seoul have started offering their own versions of Dubai Chocolate, with prices ranging from 8,000 to over 20,000 won. Some locations have reported “open runs,” where customers line up before opening hours to secure the coveted treat.
Originally referring to products from the UAE-based brand Figs Dessert Chocolatier, Dubai Chocolate features a filling of kadayif (a thin Middle Eastern noodle) and pistachio cream encased in chocolate. (Image courtesy of CU)
Social media platforms are awash with Dubai Chocolate content. On Instagram alone, there are over 10,000 posts related to the dessert, ranging from maps of famous cafes selling the treat to promotions for Dubai Chocolate-inspired macarons.
The trend has not gone unnoticed by major retailers. Convenience store chain GS25′s Dubai Chocolate set sold out within nine minutes of its pre-order launch. Competitor CU’s initial stock of 200,000 Dubai-style chocolate products was depleted within a day of release.
This scarcity has led to the emergence of a resale market on secondhand trading platforms. CU’s Dubai-style chocolate, originally priced at 4,000 won, is being resold for up to 7,000 won – a 75% markup.
However, not everyone is swept up in the hype. Park, a 27-year-old self-proclaimed “dessert maniac,” found the treat tasty but overpriced at 22,000 won. “While it was delicious, I probably won’t buy it again considering the price,” Park said. “Honestly, I think its popularity is mostly due to social media.”
Ashley Song (ashley@koreabizwire.com)
