No pictures are needed, but anyone with even the slightest digital presence can probably visualise these online food sensations: Dubai chewy cookie, viral LA desserts, fruit shell ice cream. These trends have normalised a new kind of consumption- food designed to be loved online before they are even tasted. But do we consume these goods when they are finally within reach, out of hunger-or is it just FOMO? Social media continues to be a catalyst in blowing up viral foods, rapidly propelling their way into mainstream menus. In response, local businesses adapt fast, hopping on the bandwagon.

The perfect example still sits on display in Melbourne cafes: the beloved Dubai chewy cookie. 

 

The Dubai chewy cookie is a widely-known bite-sized treat consisting of a cocoa-dusted mochi or marshmallow shell that covers a spherical ball of crunchy kunafa and pistachio filling. 

 

I’m sure this question comes up just at the thought of it, what really makes these viral foods so popular? 

 

Backstory of the cookie:

 

Taking a walk down memory lane, the Dubai chewy cookie stems as a mere product of the Dubai chocolate craze. We are currently seeing the trend that was once booming in 2024 calm down, wrapping up the end of a time when pistachio spread mixed with crunchy kunafa filled-chocolate bars were added to everyone’s grocery list around the world. Dubai chocolate largely became so well-loved due to its unique filling that inadvertently made it the perfect contender for satisfying food ASMR videos online. Youtubers, TikTok content creators, Instagram reel posters single-handedly carried the boost of demand for Dubai chocolate through filming videos eating the now-famous chocolate bar, its naturally crunchy texture conveying satisfying sounds for all viewers.

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However, this goes deeper than content enjoyment, these published videos simulated an eating experience that led to a global craving for these chocolate bars themselves. How did the world react? Dubai chocolate penetrated supermarket shelves with customers willing to buy the chocolate despite its relatively more expensive price tag, it became a flavour in cake stores, gelaterias and bakeries. Dubai chocolate began to develop a defined identity. It even coalesced with other growing trends, like the Labubu craze, which humorously became an internet staple.

 

But when we take a step back, the gravity of influence that the online food industry has now has become clearer than ever. From algorithm to normalised consumption, this loved flavour combination has sustained itself due to its potential in being in the form of any beloved sweet treat.  

 

What makes the Dubai chewy cookie so popular?

 

Back to Dubai chewy cookies in particular, love for this bite-sized textural phenomenon also has interesting psychology behind it. Its filled-to-the-brim appearance naturally draws every consumer in. Believe it or not, we have seen this concept succeed many times before. We all know the saying, “the bigger the better”. Tall layered cakes, instant noodle recipes loaded with toppings, mozzarella sticks with an extreme cheese pull, overfilled takeaway deals and even overstuffed sandwiches, are all items that infiltrate our food cravings whilst sustaining the heuristic of abundance signalling, especially within the food industry. 

 

Let’s talk about it and why this works every time. 

 

These foods continue to capture the attention of consumers because even if we do not realise it, the indirect signal of abundance satisfies our visuals and our brains naturally think they are worth more due to the large volume of food we get to consume. From even the dubai chewy cookie craze alone, society continues to prove that there is a broader consumer preference for products that feel excessive and overfilled. 

 

But as consumers, this psychology should also be viewed more critically. Brands often capitalise on this consumer mindset, overfilling products as a way to market the perception of greater value. Unconsciously, buyers start to associate quantity with quality and satisfaction, whereby visual access gains the upper hand in influencing future purchasing decisions rather than rational evaluation or genuine purchasing quality. 

 

The chewy cookie’s virality is not solely credited to its appearance, it is also amplified by the influence of public figures, including those operating outside the online food community. A prime example would be K-pop stars, like Jang Wonyoung from girl group IVE, who have played a notable role in not only shaping but also expanding consumer interest to fans. All it took was one photo posted onto Jang Wonyoung’s Instagram page, and fans were quick to increase demand for this sweet treat significantly. In South Korea alone, pistachio prices in local supermarkets were reported to have increased by 20%. Following this, the beginning of 2026 marked the publication of online application Dubaicookiemap, an app available in South Korea for people to locate cafes and bakeries selling dubai chewy cookies alongside relevant stock statistics. 

 

This dynamic can be understood through the lens of parasocial influence, whereby consumers are more inclined to positively engage with products that are associated and supported by admirable or relatable figures. At the core, this brings to light a form of participatory culture, fans actively engage in the same trends or interests as someone they admire as a means of connecting through a shared experience. In this way, popularity of the dubai chewy cookie was reinforced due to its social currency, a symbol of its cultural relevance in the online realm, boosted by the influence of major names online. 

 

It is clear that the dubai chewy cookie won the lottery in positioning to be the next big thing. All stars were aligned, its attention-drawing appearance alongside the support of online sensations to boost and sustain its popularity. All factors have played a role in helping the chewy cookie earn its place on cafe platters and in the form of other desserts like dubai chewy cookie gelato. 

 

Economical impacts of the dubai chewy cookie:  

 

Beyond just a cultural moment, the Dubai chewy cookie has also quietly made its mark economically as well, especially in the realm of small businesses. And honestly, how it works so well is not all that complicated.

 

It starts from a well-placed social media post, generating engagement, then visibility, and finally demand.

 

For cafe owners and bakers, selling the latest food trend is rarely ever just a creative decision, it is a calculated and smart financial one too. On the other end of the stick, customers queuing for the Dubai chewy cookie are not simply buying a cookie, they are buying into gaining cultural relevance and the fear of missing out on it.

 

The economical ripple effects of this are hard to miss. Local Melbourne cafes that introduced the Dubai chewy cookie to their menus saw genuine surges in traffic and social media engagement, with many food influencers scouring around Melbourne on a hunt to find ‘the best Dubai chewy cookie’. A similar surge of demand played out with the LA viral fruit cakes, which swept through social media feeds, enabling small cafes to earn bigger names. The dessert brand that started it all, Tu Cha, founded by Australian creator Catherine Zhang, saw a significant increase in customer interest following the trend's peak online, illustrating how a single viral food idea can redirect consumer spending. For most businesses, keeping up with the latest trends as fast as possible is key for a considerable payoff. If not, one moment of hesitation can close the window of opportunity, because what we know about trends is that they are almost never permanent, only temporary. 

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The power of consumer demand reveals an emerging reality for the food industry, that is how responsiveness to trends has become a key competitive advantage. The Dubai chewy cookie trend alone mirrors the ‘affordable luxury’ type of consumption we are growing to engage more in. Consumers continue to spend more on small indulgences, especially in times of economic uncertainty and high rates of inflation, with, sometimes, little to no thought. 

 

Other viral foods that have gone further than our screens: 

 

While the dubai chewy cookie exemplifies a trend driven largely by indulgent design and loyal consumers, there are other viral foods that have paved their own path from media appreciation to real-world impact as well. 

 

An example that thrived especially during the COVID-19 pandemic would be the baked feta pasta. Unlike the dubai chewy cookie, its appeal to viewers was not rooted in the idea of excessiveness or luxury, rather, its simplicity and accessibility. During confining and unprecedented times like the pandemic, foods surrounding this idea flourished amongst boredom and desire for creative freedom shared amongst many households. Requiring minimal effort and relatively low-priced ingredients, the pasta encouraged consumers to recreate their personal versions of the trend to enjoy in the comfort of their own homes. The element of participation acted as the bridge from being an online enjoyment to a tangible dish to create at home. Although, similar to the dubai chewy cookie and its role in the increase of demand for pistachios, the popular feta cheese pasta also significantly boosted demand for feta cheese in supermarkets, notably in Finland. 

 

Whilst each journey for every viral food item is unique depending on context and the aligning of factors that boost its popularity, it can be acknowledged that successful food trends all have a backbone built on their ability to resonate with consumers. At the core, it is the combination of gaining perceived value through drawing on desired sensory levels with consumers and a social value through having an experience with these viral foods. 

 

What’s next for these viral foods? 

The natural question that follows any trend is: how long can it last? And while it is tempting to believe that the Dubai chewy cookie has secured a spot forever in cafe culture, history suggests we should be a little more skeptical.

 

Back in 2020, the three-ingredient fluffy alternative to bread, famously labelled as cloud bread, took over every corner of social media. It was loved for its easy-to-follow recipe and unique pastel colours. Not too long after, recreations flooded TikTok, everyone had an opinion on it, and for only a very brief moment, it genuinely felt like it would be a staple recipe for bake nights with the kids. And then, almost as quickly as it arrived, the trend died down. But, many people in the low-carb and dieting community have adapted recipes similar to the iconic cloud bread, enabling it to sustain a refined identity surrounding a practical and healthy alternative to breads and cakes. Although the trend was quick to experience its downfall, the product adapted and continued to be loved in a different form. 

 

The Dubai chewy cookie may follow a similar trajectory. Already, some voices online have begun to push back, with influencers and food critics labelling the trend overrated and questioning whether the small treat really lives up to the hype. Frankly, we may have hit the saturation point for the Dubai chewy cookie trend. When something is suddenly everywhere all at once, the novelty that made it exciting in the first place starts to dissolve pretty fast. Hopefully, this does not mark the end of it. Instead, we could see the chewy cookie quietly settle into something more daily, losing the viral ‘aura’ but finding a steadier, more permanent place in food culture. 

 

Deep dive into the marketing: 

Step back from the crunchy pistachio filling and the satisfying chewy texture for a second, and what you are actually looking at is an extremely effective marketing story. One that did not need a big budget, the world’s best PR team, or a massive campaign. All it took was the right visual, the right platform, and the right people trying it out and posting about it. From there, the internet propelled it to the stage of success it is at today.

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What makes the Dubai chewy cookie such an interesting case is how many things aligned all at once. The aesthetic drew people in, the psychology behind it kept us engaged. Public figures expanded its reach well beyond the usual food circles, and FOMO quietly converted all of that online admiration into real purchases and real cafe visits. The never-ending cycle between the real experience and keeping Dubai chewy cookie content online alive is what has sustained its popularity.

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For anyone lucky enough to experience it at its peak right now, this is your sign to go and find one while you still can!