Dubai Chewy Cookie Craze Sweeps South Korea Bakeries

Walk through almost any trendy neighborhood in South Korea this winter, and you’ll spot the telltale lines: eager foodies queuing up outside bakeries, convenience stores, and dessert shops, all in pursuit of the latest viral treat—the Dubai chocolate chewy cookie. This sweet sensation, with its marshmallowy exterior and decadent pistachio-kataifi filling, has taken the country by storm, inspired by the original Dubai chocolate bar that’s already made waves in the United Arab Emirates and beyond.

So, what’s behind this chewy craze—and what does science have to say about the perfect cookie? As it turns out, the answer is as much about global flavor trends as it is about the meticulous art (and science) of baking itself.

According to Al Nisr Publishing, the Dubai chocolate chewy cookie—known locally as jjondeuk or dujjonku, which translates simply as “chewy cookie”—borrows its core flavors from the original Dubai chocolate bar. That means a rich combination of chocolate, pistachio, and the distinctive shredded knafeh (also called kataifi), all wrapped up in a dramatic, marshmallowy shell. The visual appeal is undeniable: social media is awash with videos of these cookies being ripped apart, revealing stretchy interiors and gooey centers that practically beg to be tasted.

But this isn’t just an Instagram fad. The demand in South Korea has been so overwhelming that bakeries and cafés find themselves constantly sold out. Some shops have even had to raise prices, not just on the cookies themselves but on key ingredients, as supply struggles to keep up with the viral appetite. Interactive maps now circulate online, helping hungry fans track down the elusive treat before it sells out. It’s a phenomenon that echoes other recent food crazes, but with a distinctly international twist—one that reflects both the global reach of culinary trends and the local enthusiasm for new, innovative desserts.

Interestingly, while Dubai chocolate cookies are also available in the UAE, they’re not quite the same as their South Korean counterparts. In the UAE, most Dubai chocolate cookies feature a chewy, flour-based dough rather than the marshmallow exterior that’s become so popular in Korea. This difference in texture has only fueled curiosity, with many home bakers (and influencers) experimenting to recreate the viral version in their own kitchens. Social media platforms are brimming with recipes and tips, and creators worldwide are joining the race to perfect the Dubai chewy cookie—especially in South Korea, where the demand far exceeds the current supply.

Yet, as anyone who’s ever struggled to bake the perfect cookie knows, nailing the right texture and flavor isn’t just about the ingredients. It’s also about science—specifically, the science of baking temperatures. And just as the Dubai chewy cookie was reaching fever pitch in Korea, a groundbreaking study from the University of Guelph in Canada was making headlines for its deep dive into the mysteries of cookie baking.

As reported in the Journal of Food Science on January 18, 2026, a team of food scientists led by Maria Corradini undertook what might be the most comprehensive examination of cookie baking ever. Their study, titled “Morphological changes and color development during cookie baking—Kinetic, heat, and mass transfer considerations,” set out to answer some deceptively simple questions: How does a cookie’s shape, color, and moisture content change at different baking temperatures? And is there such a thing as a “perfect” baking temperature?

The researchers methodically tracked the evolution of cookies baked at various temperatures, noting everything from expansion and contraction to color development and the all-important generation of flavor compounds. According to the study, cookies baked at the highest temperatures set quickly and ended up the driest after a 12-minute bake. Those baked at lower temperatures, meanwhile, retained more moisture but tended to spread more and lose that ideal cookie structure.

So, what’s the sweet spot? Within the controlled conditions of the lab, the researchers found that 205°C (just over 400°F) offered the best of both worlds: a structure that held up, a moist interior, and a nicely developed exterior. As Food & Wine summarized, “Within the lab conditions of the study, 205°C struck a middle ground—hot enough to promote structure and doneness without excessive drying. That balance may help explain why many experienced bakers gravitate toward slightly higher oven temperatures than individual recipes.”

It’s a finding that resonates with the current cookie craze in South Korea, where bakers are experimenting with everything from marshmallow exteriors to innovative fillings. Veteran bakers on social media have long debated the merits of baking cookies at 375°F or higher, noting that these temperatures often deliver the coveted crisp exterior and gooey center. The University of Guelph study adds scientific weight to this intuition, suggesting that a slightly higher temperature may indeed be the key to cookie perfection.

But the implications go far beyond home kitchens. As the study’s authors note, understanding the physical and physicochemical properties of baked goods—and the influence of heat and mass transfer—could help the cereal sector optimize baking processes, control product quality and safety, and reduce waste. Corradini and her team are even working toward a comprehensive model that could simulate the baking process for cookies and other baked goods. Imagine a future where food companies can experiment with recipes and baking methods virtually, without wasting ingredients or energy.

This isn’t just theoretical. Corradini has already partnered with researchers at the University of Foggia in Italy, who used a high-resolution biomedical 3D printer to produce biscuit prototypes. Their findings? By tweaking design and process, they could create biscuits that required less baking time, saving both time and energy. Given that commercial bakeries in the U.S. spend close to a billion dollars annually on energy, innovations like this could have a major impact on costs and sustainability.

Of course, for most of us, the immediate concern is a little simpler: where to get our next Dubai chewy cookie fix, and how to make sure it’s as delicious as the ones lighting up our social feeds. Whether you’re following the latest viral trend in Seoul, experimenting with recipes at home, or just curious about the science behind your favorite treat, one thing is clear—the humble cookie is having a moment, and it’s never been more exciting to be a dessert lover.

As food science and global trends collide, the Dubai chocolate chewy cookie serves as a delicious reminder that sometimes, the best innovations are the ones you can taste. And who knows? The next big breakthrough in baking might just be waiting in your own kitchen—or at the end of the line at your local bakery.