Butter Rice Cake Craze Sweeps Korea as Dubai Cookie Trend Fades

Butter rice cake has emerged as Korea's hottest dessert trend, replacing the Dubai chocolate cookie craze that dominated earlier this year. Bakeries and cafes are rushing to add the item to their menus.

Google Trends data shows searches for "butter rice cake" surged from zero on January 1 to 100—the maximum index value—as of January 10. Searches for "Shanghai butter rice cake" similarly jumped from zero on January 3 to 44 over the same period.

The dessert originated in Shanghai, where it gained popularity last year. Known locally as "huangyou niangao" (黄油年糕), it is made from glutinous rice flour and tapioca starch dough baked with butter. The treat's appeal lies in its contrasting textures—crispy on the outside, chewy on the inside.

Word-of-mouth among millennials and Gen Z consumers has propelled butter rice cake to the top of Coupang Eats' trending searches for several consecutive days. The dessert's relatively affordable price point—four pieces for 8,000 to 10,000 won compared to 6,000 to 10,000 won per Dubai cookie—has boosted its appeal.

Social media posts documenting early-morning queues and sellouts have prompted some stores to limit purchases per customer.

Rising demand has pushed up ingredient prices. According to Polcent, a real-time price tracking app for Coupang, a 2-kilogram package of tapioca starch rose more than 9 percent to 11,900 won on January 9 from 10,890 won on January 7. A 1.2-kilogram package increased 3 percent to 6,300 won this month from 6,100 won in December.

"Dessert trend cycles are getting shorter while social media spreads them faster than ever," a food industry official said. "Butter rice cake went viral on TikTok and Instagram among overseas users first, and now it's catching on domestically."