Dubai chocolate from a famous dessert cafe in Seoul. The chocolate contains pistachios and "kataifi," a thin Middle Eastern string pastry, giving it a crunchy texture. Korea Times photo by Jang Jae-jin

At 10:30 a.m. on July 10, the sound of shutters rising at the entrance of Lotte World Mall in Sincheon-dong, Seoul, signaled the start of the day. As the mall opened, a group of eager customers swiftly made their way inside.

Their destination was not a luxury store but a pop-up store on the fifth floor, where a famous Seoul dessert cafe was selling small handmade chocolates.

Within moments of the store opening, around 30 people had lined up at the cashier. A sign next to the line informed customers that there was a two-chocolate limit per customer.

Priced at 9,500 won ($7.30) each, these chocolates were not cheap, but the worry of them selling out was evident on people's faces. Indeed, within an hour, the morning stock was completely sold out, leaving some customers disappointed as they walked away empty-handed.

The chocolate causing this weekday morning rush is called Dubai chocolate, highly popular among those in their 20s and 30s.

This unique treat boasts a blend of pistachios and fried kataifi (a type of Middle Eastern string pastry), creating a distinct flavor.

The Dubai chocolate craze began spreading on social media a few months ago, prompting the establishment of a pop-up store in a major shopping mall.

Ok Hae-won, 29, who bought the chocolate, said, "I love crunchy-style chocolates, so I wanted to try it. It's a bit pricey, but since it's a trend, I thought it was worth a try."

Park Seong-jong, 33, who bought it as a gift, said, "I made time to come here because I didn't know when I'd be able to buy it again, and it was worth the effort."

Customers line up to buy Dubai chocolate at the pop-up store in Lotte World Mall, Sincheon-dong, Seoul, July 10. Korea Times photo by Jang Jae-jin

Social media sensation

Buyers of Dubai chocolate often cite social media influencers as the source of their curiosity.

Kim, a 26-year-old office worker, said, "I didn't even know Dubai chocolate existed until I saw it on Instagram."

A search for Dubai chocolate on Instagram reveals at least 16,000 posts, including influencers' mukbang (eating show), videos of people making Dubai chocolate at home, and photos of purchases from popular stores.

The Dubai chocolate trend started overseas before reaching Korea. In December last year, Emirati dessert influencer Maria Vehera posted a TikTok video of herself eating Dubai chocolate, sparking a craze.

The chocolate she ate was from "Fix Dessert Chocolatier," a Dubai-based company. It's said that even in Dubai, the chocolate is so sought after that "even Mansour (UAE prince and global tycoon) would have a hard time getting it."

The original Dubai chocolate is not yet officially imported to Korea, leading local chocolate shops and dessert cafes to create and sell their own versions of the treat.

Emirati dessert influencer Maria Vehera enjoys Dubai chocolate from Fix Dessert Chocolatier. This video sparked the global popularity of Dubai chocolate. Captured from Maria Vehera's social media

Convenience stores join craze

The distribution industry hasn't missed the latest food trend.

CU convenience stores began selling Dubai chocolate on July 6, with GS25 and 7-Eleven also planning to launch their versions soon.

These convenience store products differ from the original in ingredients, making them "Dubai-style chocolate," which results in a different taste.

However, even these are in short supply. Visits to three CU stores in central Seoul on July 10 revealed that none had Dubai chocolate in stock.

A store owner said, "We have placed orders with headquarters, but there is no guarantee when we will receive them."

As a result, Dubai chocolate from convenience stores, priced at 4,000 won at CU stores, is being resold online at up to twice the original price.

Small but certain happiness

Dubai chocolate's popularity follows last year's tanghulu craze. These trendy foods are often explained by the concept of "small but certain happiness" (sohwakhaeng in Korean), providing accessible luxury compared to high-cost items like real estate, imported cars, overseas travel and luxury goods. Their unique appearance also makes them popular on social media.

The scarcity of Dubai chocolate enhances its allure. Professor Lim Myung-ho from Dankook University's psychology department said, "Humans are naturally attracted to rare items. Obtaining something others can't easily get fulfills a desire for recognition and boosts confidence."

Some see this trend as a form of "ditto consumption," a term derived from the Latin word for "the same," which describes the act of purchasing products or services by following the preferences of celebrities.

Professor Kim Nan-do of Seoul National University's consumer science department identified this as one of the year's consumer trends, explaining, "Consumption is a complex decision-making process, but with 'ditto consumption,' people follow suit without much deliberation, often driven by their admiration for a particular person."

A CU employee showcases a large model box of Dubai Style Chocolate, which launched on July 6. The initial stock of 200,000 units sold out on the same day. Courtesy of CU

Risks of reckless entrepreneurship

Like tanghulu, which is high in fructose, Dubai chocolate also raises health concerns due to its sugar content.

A single piece (48 grams) of Dubai chocolate sold at CU contains 8 grams of saturated fat, exceeding half of the daily recommended intake (15 grams) by the Ministry of Food and Drug Safety.

There's also the risk of a surge in Dubai chocolate stores chasing the trend, potentially leading to many closures if the fad fades.

The boom and bust of Taiwanese castella shops in 2016 and tanghulu stores last year serve as cautionary tales.

According to the Ministry of the Interior and Safety's local administration permit statistics, 1,124 tanghulu shops opened nationwide last year, with 72 closing by the end of the year.

This year, at least 190 more have shut down, with an average of two tanghulu shops closing daily last month.

An employee prepares for business at a tanghulu shop in Seoul last month. As the tanghulu craze that began last year fades, many tanghulu shops are now facing closure due to a decline in customers. Newsis

This article from the Hankook Ilbo, sister publication of The Korea Times, is translated by generative AI and edited by staff of The Korea Times.