{"id":252192,"date":"2026-03-22T17:20:32","date_gmt":"2026-03-22T08:20:32","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/03\/22\/butter-rice-cake-new-dessert-sensation\/"},"modified":"2026-04-15T16:28:21","modified_gmt":"2026-04-15T07:28:21","slug":"butter-rice-cake-new-dessert-sensation","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/food\/2026\/03\/22\/butter-rice-cake-new-dessert-sensation\/","title":{"rendered":"Butter Rice Cake: The New Dessert Sensation Taking Asia by Storm!"},"content":{"rendered":"<p>Korea&#8217;s dessert scene is in flux. As the Du-zzonku (Dubai chewy cookie) craze cools off, butter tteok has swooped in to claim the spotlight. Social media platforms are flooded with butter tteok posts, and retailers\u2014from convenience stores to franchise chains\u2014are racing to roll out related offerings. Industry insiders expect the race for sales around this short-lived trend to continue for a while.<\/p>\n<div>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2022-0028\/image-05260639-8302-407e-b7ef-f521bebac41d.jpeg\" alt=\"&nbsp;   CU\" \/><figcaption>&nbsp;   CU<\/figcaption><\/figure>\n<div><\/div>\n<\/div>\n<p>Google Trends data on the 22nd show interest in butter tteok rising since early this month, peaking at a score of 100 on the 14th. Related Instagram hashtags have surpassed 22,000 posts, underlining how quickly the treat went viral.<\/p>\n<p>Butter tteok is inspired by Shanghai\u2019s traditional snack huang you nian gao. Bakers combine glutinous rice flour and tapioca starch, fold in butter, and bake the dough. The result is crisp on the outside and chewy inside\u2014just like the previous du-zzonku trend, it hits the sweet, crunchy and chewy notes that many consumers love.<\/p>\n<p>Retailers that spotted the trend moved fast. Ediya Coffee was the quickest in the franchise sector last month, launching \u201cCondensed Milk\u2013Drizzled Butter Chewy Mochi\u201d for 2,500 KRW (about $1.88). Paris Croissant\u2019s Fashion Five introduced \u201cButter Chewy Tteok\u201d (5-pack) for 9,600 KRW (about $7.20) on the 13th, and convenience store chain CU began preorders for \u201cSalted Butter Tteok\u201d at 2,200 KRW (about $1.65). Lotte Cinema joined the dessert race with a World Tower\u2013exclusive \u201cShanghai Butter Tteok.\u201d<\/p>\n<p>Observers say these moves reflect lessons learned from the du-zzonku frenzy. After big retailers hesitated in that previous wave, small shop owners rushed in and captured much of the market\u2014something companies don\u2019t want to repeat.<\/p>\n<div>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2022-0028\/image-03fd07eb-8e90-4db9-a014-359a50fadfbd.jpeg\" alt=\"&nbsp;   Lotte Cultureworks released Shanghai Butter Tteok exclusively at Lotte Cinema World Tower \/ Lotte Cinema social media\" \/><figcaption>&nbsp;   Lotte Cultureworks released Shanghai Butter Tteok exclusively at Lotte Cinema World Tower \/ Lotte Cinema social media<\/figcaption><\/figure>\n<div><\/div>\n<\/div>\n<p>Still, many experts warn that butter tteok\u2019s popularity may be short-lived. Trend cycles are shrinking, and consumers are reaching a fatigue point. Short-form platforms like Instagram Reels, YouTube Shorts and TikTok are often accused of manufacturing trends to chase views and ad revenue. In fact, TikTok videos grab roughly 72% of their total views on the first day and typically have a lifespan of about 35 days. Instagram Reels also generate most of their views within roughly 70 days, which shows how quickly trends spike and fade.<\/p>\n<p>Experts caution that these ultra-short trends are a real business risk for small operators. Last year\u2019s tanghulu craze is a cautionary example: the top tanghulu franchise ballooned to 531 stores in 2023, then shrank to just 151 stores a year later\u2014an abrupt fall that highlights the volatility of fads.<\/p>\n<p>Companies are already jockeying to catch the next wave. On social media, contenders being mentioned include rodded pudding (a U.S.-style spoonable cake), savory meal-replacement desserts often called seibori, and kunafe-like treats that use signature ingredients from Dubai chocolate\u2014each is being floated as a possible next hit.<\/p>\n<p><span>Get your daily personal horoscope report! How will your day go?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The &#8216;butter rice cake&#8217; is gaining popularity in the domestic dessert market, sparking competition among retailers despite concerns about trend sustainability.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2022-0028\/image-05260639-8302-407e-b7ef-f521bebac41d.jpeg","footnotes":""},"categories":[278098],"tags":[],"class_list":["post-252192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Butter Rice Cake: The New Dessert Sensation Taking Asia by Storm!<\/title>\n<meta name=\"description\" content=\"The &#039;butter rice 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