Viral food trends on social media are repeatedly driving up prices for both ingredients and finished products.
According to a survey released by Korea Price Information on the 16th, ingredients for "Dubai chewy cookies" and "bomdong bibimbap"—both popularized through short-form SNS content—showed marked price increases before and after going viral.
Kadaif (500g), the main ingredient for Dubai chewy cookies, surged 68.3% from 18,900 won to 31,800 won. Pistachio (400g) prices also rose 33.3%. Finished products now cost 2.2 times more than before the trend.
The bomdong bibimbap craze followed the same pattern. Bomdong, a seasonal vegetable, climbed 33.3% from 4,500 won to 6,000 won per kilogram. A bowl of bibimbap that cost 8,000 won now sells for 12,000 won—a 50% increase.
This pattern emerged during the tanghulu craze as well. Strawberries (500g) jumped 50% from 10,000 won to 15,000 won, while sugar (1kg) rose 20.5%. A single tanghulu skewer surged 2.3 times from 1,500 won to 3,500 won.
The problem is that trend cycles are getting shorter.
Honey Butter Chips sparked a 17-month shortage starting in 2014. Taiwanese castella cakes declined after about 15 months in 2016. Tanghulu peaked in May 2023 and collapsed within just one year, with mass closures reducing it to a tourist snack. Honeycomb ice cream and Schneeballen followed similar trajectories.
This is why restaurant entrepreneurs are wary of the Dubai cookie boom. Those who chase trends face direct hits when popularity fades. Experts warn that SNS-driven demand concentration fuels sharp price swings, urging both consumers and entrepreneurs to exercise caution.
