Search interest in Dubai chewy cookies plummeted to half its peak in a mere 17 days, according to a recent analysis of Naver Data Lab data released on Sunday. This highlights the fleeting nature of dessert trends in Korea.
Originally launched by dessert brand Mont Cookie in April, the Dubai chewy cookie experienced a surge in popularity nationwide in December. However, this surge in search interest proved short-lived, illustrating the rapid burnout rate of dessert trends in the Korean market.
Experts attribute the accelerated rise and fall of these trends to the influence of social media-driven consumption. Desserts are increasingly purchased not solely for their taste, but for their potential as visual content for online platforms. Once photos are posted, attention quickly shifts to the next novelty.
Many consumers observed the decline in popularity offline even before the data release on Sunday.
Park Hyo-yeon, 38, a professional working in Jongno-gu, noted that just weeks prior, long lines were common at the Paris Croissant bakery near her office, specifically for the Dubai chewy cookies.
“Last Wednesday, there was absolutely no line. I was able to walk right in and buy one,” Park reported.
Kang Na-yeon, 28, working in Jamsil, southern Seoul, also shared her observation of the trend’s waning popularity.
“A store that previously limited purchases to two cookies per person has now removed the limit, offering unlimited sales. We were even able to order some for the office to share,” Kang stated. “I believe most people who were curious have already tried them and moved on to the next trending item.”
The analysis also revealed that the lifespan of dessert trends has shrunk significantly over the past five years, now lasting approximately one-tenth of what they once did.
Croffles, a popular croissant-waffle hybrid in Korea from 2020 to 2021, took 163 days for search interest to decrease by half.
In contrast, the popularity of Chinese candied fruit, tanghulu, in 2023 declined by half in just 54 days, while Dubai chocolate in 2024 experienced a similar drop in only 13 days.
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