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 한국을 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.”