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Dubai Chocolate

Dubai Chocolate began gaining global popularity via TikTok in December 2023, after a mukbang video by Dubai-based Instagram influencer Maria Vehera went viral. In South Korea, it gained significant traction under the name 'Dubai Chocolate' starting in the summer of 2024, with its popularity skyrocketing as YouTubers uploaded videos recreating it. By 2025, the popularity of convenience store imitation products in Korea had somewhat waned. However, from the latter half of the same year, the 'Dubai Jjondeuk Cookie' (chewy cookie) emerged, leading a second wave of popularity. As of January 2026, this 'Du-Jjon-Ku' (short for Dubai Jjondeuk Cookie) craze is spreading internationally.

'Dubai Chocolate' refers to a specific chocolate product called 'Can't Get Knafeh of It,' created by 'Fix Dessert Chocolatier' in Dubai, UAE. It boasts an exotic taste and texture, featuring a vibrant, paint-splattered design and fillings like the traditional Arab dessert Knafeh, pistachios, and tahini (sesame paste). Due to its scarcity, being sold only locally in Dubai, this chocolate became a global sensation. In Korea, with the release of various 'Dubai-style' chocolates imitating this product, the term has evolved beyond referring to a specific item and is now used as a common noun signifying a broader trend.

Doo-bai Choh-koh-lit (as in the English words "Dubai" and "Chocolate").

According to a Rankyfi survey on July 8, 2024, gender preference for Dubai Chocolate showed 32% male and 68% female, indicating a higher interest among women. Initially, the trend began primarily among younger generations who actively use social media platforms like Instagram and TikTok. However, with the release of various imitation products in Korea, its recognition has spread across all age groups. The popularity of the 'Dubai Jjondeuk Cookie' in particular is widely enjoyed by people of all ages and genders.