Dubai Chewy Cookie: Social Issues and Marketing Controversies Exposed
Uncovering the Dark Side of Viral Dessert Marketing
Introduction: The Background of the Dubai Chewy Cookie Craze
The Dubai Chewy Cookie craze that swept through Korea from the second half of 2024 has become more than just a dessert trend—it has established itself as a social phenomenon. Rapidly spreading through social media, this dessert, also known as "Dubai Chocolate," captivated consumers with its unique texture featuring pistachio cream and kadayif (a Middle Eastern vermicelli pastry).
However, serious problems lurk behind this trend. Various issues have emerged, including abnormally high prices reaching $25 per cookie, marketing that intentionally creates artificial scarcity, controversies over origin and quality, and exaggerated advertising through influencers. This article provides an in-depth analysis of the social issues and marketing strategy problems surrounding Dubai chewy cookies, along with information consumers need to know.
Particularly as the Fair Trade Commission and the Ministry of Food and Drug Safety began investigations in 2025, this phenomenon has expanded beyond a simple trend to become a larger social agenda involving consumer protection and food safety.
1. What is the Dubai Chewy Cookie?
1.1 Product Features and Secrets to Popularity
The key features of Dubai chewy cookies include:
- Kadayif: A thin, vermicelli-like pastry originating from the Middle East, providing a crispy yet chewy texture.
- Pistachio Cream: Made from ground premium pistachios, characterized by a deep green color and nutty flavor.
- Tahini (Sesame Paste): Added to some products to enhance flavor.
- Chocolate Coating: Wrapped in milk or dark chocolate to add sweetness.
The visual impact on social media drove this product's rapid popularity. Videos of cutting the cookie in half, revealing stretching pistachio cream and kadayif, combined with ASMR, generated millions of views. The "Dubai chocolate mukbang" went viral, especially on TikTok and Instagram Reels, growing into a global trend.
1.2 Entry into the Korean Market
Dubai cookies are distributed through various channels in Korea:
- Direct Import: Direct orders from original brands like FIX Dessert Chocolatier
- Convenience Store Products: Private-label products released by CU, GS25, 7-Eleven, and others
- Bakeries/Dessert Cafes: Individual businesses selling handmade Dubai cookies
- Online Marketplaces: Sales through Coupang, Naver Smart Store, and other platforms
The problem is the extreme quality variation across these distribution channels. There are significant differences in taste and quality between original products and domestic imitations, and some products have no connection to Dubai at all, merely borrowing the "Dubai" name.
2. Social Issues and Controversies
2.1 Price Gouging and Consumer Harm
The biggest controversy surrounding Dubai cookies is their abnormal pricing. According to cost analysis:
| Type | Estimated Cost | Retail Price | Profit Margin |
|---|---|---|---|
| Convenience Store Products | $1.50-2.50 | $4-6 | About 150-200% |
| Artisan Bakeries | $4-6 | $20-28 | About 300-400% |
| Direct Import (Authentic) | About $12 | $40+ including shipping | - |
Considering that typical dessert margins are around 100-150%, Dubai cookie prices clearly carry an excessive premium. This is justified under the guise of "scarcity" and "trend," but considering the actual ingredients and manufacturing process, these prices are not reasonable.
2.2 False and Exaggerated Marketing Issues
Cases of false and exaggerated advertising that the Fair Trade Commission is focusing on include:
- "Direct Import from Dubai": Actually manufactured domestically but advertised as if imported from Dubai
- "Limited Quantity": Intentionally selling small quantities to create artificial scarcity, then mass-producing
- "Original Recipe": Promoting unverified recipes as "authentic Dubai recipes"
- Exaggerated Ingredient Labels: Advertising "100% pistachio" when actual content is only 10-30%
As of January 2025, the Fair Trade Commission investigated about 200 Dubai cookie-related products sold online and reportedly found labeling/advertising law violations in approximately 30% of them.
2.3 Food Safety Controversies
To meet rapidly increasing demand, hygiene management failures have occurred at some businesses:
- Unlicensed Manufacturing: Cases of home production without food manufacturing permits and online sales
- Shelf Life Issues: Long expiration dates despite the potential for pistachio cream to go rancid
- Missing Allergen Labels: Failure to indicate allergens like nuts, wheat, and dairy
- Unknown Ingredient Sources: Suspicions of low-quality ingredient use
The Ministry of Food and Drug Safety has been conducting special inspections on online Dubai cookie products since 2025, discovering bacterial levels exceeding standards and use of unauthorized additives in some products.
3. Analysis of Marketing Strategy Problems
3.1 Limitations of Influencer Marketing
The core driver of the Dubai cookie craze is influencer marketing. However, several problems have emerged in this process:
- Inadequate Advertising Disclosure: Posting sponsored/advertising content as if it were genuine reviews
- Exaggerated Expressions: Overuse of unverifiable modifiers like "best dessert ever," "insane," and "legendary"
- Blocking Negative Reviews: Deleting or blocking honest feedback
- Conflicts of Interest: Presenting products from businesses they invest in or operate as impartial reviews
3.2 Creating Scarcity and FOMO Marketing
FOMO (Fear Of Missing Out) is the core strategy of Dubai cookie marketing:
- Artificial Sellouts: Displaying "sold out" despite having sufficient inventory to create scarcity
- Encouraging Open Runs: Making products available only at specific times to create long queues
- Tolerating Resale Markets: Ignoring or tacitly encouraging resales at prices higher than retail
- "Now or Never": Excessive use of urgency messages like limited edition and deadline approaching
3.3 Origin and Identity Controversies
There is also controversy about the identity of Dubai cookies:
- Not Made in Dubai: Most products are manufactured in Korea, China, Turkey, etc.
- Origin Disputes: Even 'FIX Dessert Chocolatier,' known as the original, was actually founded by a Lebanese immigrant
- Recipe Appropriation: Critics point out it's merely a variation of the existing Middle Eastern dessert 'kunafa'
- Brand Misuse: Unauthorized commercial use of the "Dubai" name
4. What Consumers Should Know
4.1 Checklist for Smart Consumption
Before purchasing Dubai cookies, check the following:
- Verify Manufacturer: Confirm the business has a food manufacturing permit
- Ingredient Labels: Check pistachio content and allergen indicators
- Expiration Date: Products containing cream should have short shelf lives
- Price Comparison: The same product may have different prices across platforms
- Review Authenticity: Be suspicious if there are only overwhelmingly positive reviews
- Advertising Status: Check for "ad" or "sponsored" labels on influencer posts
4.2 Alternative Product Comparison
| Product | Features | Expected Price |
|---|---|---|
| Kunafa | The original form of Dubai cookies, served at Middle Eastern restaurants | $6-12 |
| Pistachio Baklava | Traditional Turkish dessert with similar flavors | $4-8 |
| Convenience Store Dubai Cookies | Good accessibility and reasonable price | $2.50-4 |
| DIY Homemade | Recipes available, cost-effective | Under $8 for ingredients |
Conclusion: Recommendations for a Healthy Dessert Culture
The Dubai chewy cookie craze shows a cross-section of consumer culture in the social media era. Visual impact, the power of viral marketing, and sales tactics exploiting FOMO psychology combined to turn a single dessert into a social phenomenon.
However, behind this craze lies consumer harm:
- Paying unreasonably high prices
- Being deceived by false/exaggerated advertising
- Risk of purchasing substandard products
- Exposure to food safety issues
For a healthy dessert culture, wise consumer judgment is necessary. Rather than being swept up in trends, it's important to develop the habit of evaluating the actual value of products and determining whether prices are reasonable. Dubai cookies themselves are not bad. The problem is the unethical marketing and excessive commercialism surrounding them.