01. Market Status
Search Volume Surged 2,007%
Following the original chocolate trend in 2024, Korean-style variations (cookies/rice cakes) are driving a second surge in 2025. The scarcity of a specific brand (Fix) has expanded into the mass 'cookie' category, creating explosive traffic.
Search Volume Trend (Index)
Trend Trigger
While Dubai's 'Fix Dessert' Kataifi Chocolate was the starting point, it evolved into a 'cookie' form in the Korean market to target local consumers sensitive to texture. Despite a high price point of 5,000–10,000 KRW per piece, it has sparked 'open runs' and sell-outs at convenience stores, establishing itself as a 'small luxury' consumption culture beyond a simple fad.
Viral Timeline
Global Viral
Global spread of Maria Vehera's TikTok video
Early Adopters
Copycat launches in domestic dessert cafes & Waiting phenomenon
Mass Market
Launch of mass products in CU/GS25 convenience stores
Evolution
Appearance of abbreviation 'Dujjon-ku' & Spread of secondary creations (Rice cake/Crookies)
02. Product Analysis
Victory of Texture Architecture
The 'reversal structure' of hiding an unfamiliar texture (Kataifi) inside a familiar outer texture (Rice cake/Cookie) is the core user experience (UX) driving repurchase.
Supply Chain Risk
The international price of pistachios, a key ingredient, has risen about 34% year-on-year due to surging demand. In particular, the unstable supply of Kataifi noodles from Turkey/Greece is acting as a cost pressure factor for small and medium-sized cafes, fueling the emergence of lower-tier product lines using low-cost substitutes (somen, dried noodles, etc.).
Market Positioning
Positioning: Price vs Kataifi Content
03. 2026 Forecast & Strategy
Flash Fad or Steady Seller?
It is currently passing through the 'Peak' zone and is expected to enter the 'Shake-out' phase within 6 months. Like macarons and Tanghulu, products with degraded quality will be quickly exited from the market.
Trend Lifecycle (Forecast)
Vividat Verdict
"Dubai Chewy Cookie is not just a viral item, but strictly follows the dessert success formula of 'harmony of heterogeneous textures'. In the short term, cost management is key, and in the long term, positioning must shift to the premium Gifting Market to survive."
Checklist for Success
- 1.Dualize supply sources for 100% raw pistachio and genuine Kataifi
- 2.Test derivative lineups such as Crookies and Pudding besides cookies (Variation)
- 3.Appeal to Authenticity with short-form content showing the manufacturing process
Need Data?
- • Category sales growth rate of major CVS (CU, GS25)
- • Domestic wholesale price trend of pistachio paste
- • Comparative data on trend downturn entry points (Malatang, etc.)
Q&A
Why are Dubai Chewy Cookies so popular?
It is because it is a localized dessert that combines the dual texture preferred by Koreans—'chewy on the outside, crispy on the inside'—with the scarcity of the Dubai chocolate viral that hit TikTok in 2024.
What is the difference between Dubai Chocolate and Dubai Chewy Cookie?
While Dubai Chocolate is a chocolate bar filled with Kataifi and pistachio cream, Chewy Cookie is a modified dessert wrapped in glutinous rice cake or cookie dough reflecting Koreans' preference for 'chewy' textures.