From Dubai Chocolate to Korea’s Chewy Cookie Craze
These days, if you see a long line outside a bakery in Korea, chances are it’s for Dubai Chewy Cookies, often called “Dubai Jjonddeuk Cookies.”
It’s surprising how a single cookie can move people this much.Sweet, crispy, and chewy all at once, this dessert makes many people nod in agreement—now I understand why it’s so popular.
The Origin: Dubai Chocolate
The story of Dubai chewy cookies naturally begins with Dubai chocolate.
According to popular stories shared online, the original Dubai chocolate was created by a woman in Dubai who craved chocolate during pregnancy. What started as a personal treat soon gained attention far beyond the Middle East.
What Is Dubai Chocolate?
Dubai chocolate is known for its unique layered structure. It combines rich pistachio cream with crispy kunafa (kataifi pastry), creating a contrast between crunch and smoothness.
Short videos showing the chocolate being cut open—revealing a bright green pistachio filling—quickly spread on social media. These visually satisfying clips helped Dubai chocolate become a viral dessert recognized around the world.
How Did It Turn Into a “Chewy Cookie” in Korea?
The Birth of the Dubai Chewy Cookie
In Korea, the idea didn’t stay as a chocolate bar. Instead, it was reimagined as a cookie and became widely known as the Dubai Chewy Cookie, or “Dubai Jjonddeuk Cookie.”
The most significant change was the addition of marshmallows. By mixing chocolate, pistachio, and kunafa with melted marshmallows, the dessert transformed completely—from something crisp and creamy into a cookie with a stretchy, chewy texture.
Why Marshmallows Changed Everything
That chewy texture became the key attraction. When the cookie is broken apart, it stretches dramatically, making it perfect for short-form videos. This visual impact helped the trend spread rapidly across Korean social media platforms.
How Long Will Korea’s Dubai Chewy Cookie Craze Last?
“Too Expensive, Yet Always Sold Out”
As demand grew, many bakeries started offering their own versions. However, they often sold out quickly, making the cookies difficult to find. With cold weather adding to the challenge, stories even emerged about people being hired to wait in line on behalf of others.
A Dessert Made to Be Watched and Shared
In Korea, desserts are often enjoyed with the eyes first. Dubai chewy cookies fit this culture perfectly. The moment they are broken, the stretchy interior, crispy layers, and chewy texture create scenes that people love to share.
How Korean-Style Dubai Chewy Cookies Are Made
The Basic Idea Behind the Recipe
Rather than following a strict recipe, most versions share a simple framework:
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Chocolate as the base
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Pistachio spread for richness
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Kunafa pastry for texture
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Marshmallows for chewiness
While proportions and methods vary, the goal remains the same—achieving that signature chewy bite.
A Short Video That Shows the Chewy Texture
The appeal of Dubai chewy cookies is easiest to understand by watching them being made.
The short video below shows how these cookies are typically prepared in Korea and why they became so addictive.
Short video: How Korea’s Dubai chewy cookie gets its signature stretchy texture
What stands out most is the marshmallow layer, which creates a stretchy texture unlike that of traditional chocolate desserts.
Ingredient Kits and Home Baking Culture
DIY Ingredient Kits for Home Bakers
As the trend continued, ingredient kits began appearing on the market. These usually include pistachio spread, kunafa pastry, cocoa powder, and marshmallows, making it easier to try the dessert at home.
Why Young Couples Enjoy Making Them at Home
For many young couples and home bakers, these cookies offer more than just a treat. Making something that’s hard to buy adds to the fun, and the process itself becomes a shared experience. When ingredients like kataifi pastry sell out, people adapt—adding freeze-dried strawberries or other personal touches to enjoy the trend in their own way.
From a Global Trend to a Korean Dessert
A Case Study in Korean Food Creativity
Dubai chewy cookies are a good example of how global food trends are reinterpreted in Korea. Rather than copying the original exactly, creators focused on texture and experience, turning it into something distinctly different.
Could This Become the Next Global Dessert?
Starting in Korea in April 2025, this variation has the potential to travel abroad again. Just as Dubai chocolate did, the chewy cookie may create a new wave through its flavor and strong visual appeal.
From an idea inspired by Dubai chocolate, Korea created a chewy, shareable dessert experience of its own.