{"id":253382,"date":"2026-03-27T17:30:48","date_gmt":"2026-03-27T08:30:48","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/03\/27\/discover-trend-butter-rice-cakes-taking\/"},"modified":"2026-04-15T16:35:20","modified_gmt":"2026-04-15T07:35:20","slug":"discover-trend-butter-rice-cakes-taking","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/food\/2026\/03\/27\/discover-trend-butter-rice-cakes-taking\/","title":{"rendered":"Discover the Trend: Why Butter Rice Cakes are Taking Over Asian Desserts in 2026"},"content":{"rendered":"<p>Translation result <\/p>\n<div class=\"news_bm\" id=\"font\"><!-- ADOPCONS--><!-- news_body --><\/p>\n<table cellspacing=\"5\" cellpadding=\"0\" width=\"1000\" align=\"CENTER\" bgcolor=\"ffffff\" border=\"0\">\n<tbody>\n<tr>\n<td>\n<table cellspacing=\"5\" cellpadding=\"0\" bgcolor=\"ffffff\" border=\"0\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2022-0024\/image-69c0f9bd-0fbd-4c00-b080-7ead453899e1.jpeg\" border=\"0\" alt=\"CU\" launches industry-first butter tteok_1><\/td>\n<\/tr>\n<tr>\n<td class=\"photocaption\">A CU model introduces butter tteok. \/ BGF Retail<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p> The chewy craze that started with the Dubai Chewy Cookie (nicknamed Dujonku) has quickly jumped to rice cake desserts. On the 27th, industry sources reported that convenience stores, cafes, home-shopping channels and even supermarket culture centers are introducing related products and content. It\u2019s beginning to feel like a full-blown category trend. <\/p>\n<p> The most notable shift in the dessert market right now is texture. Where taste and price once ruled purchase decisions, shoppers today are obsessed with the joy of chewing \u2014 the texture experience. Chewiness, in particular, delivers a powerful visual punch on social media and short-form platforms, making it perfectly primed for viral moments. <\/p>\n<p> In that environment, tteok has become a natural frontrunner. Familiar as a traditional snack and naturally chewy thanks to glutinous rice, tteok fits the trend and is enjoying renewed attention. Makers are riffing on it by blending Western dessert elements\u2014think butter, chocolate and fruit\u2014to create fusion tteok. <\/p>\n<p> Leading the charge is butter tteok, a twist on Shanghai\u2019s traditional nian gao. With a crunchy exterior and a delightfully chewy interior \u2014 that satisfying crispy-outside, chewy-inside texture \u2014 plus a rich buttery finish, this treat has spread fast across social media and YouTube and is carving out space in the Korean market. It\u2019s become less just a snack and more a \u201cmust-try\u201d content-driven dessert. <\/p>\n<div id=\"iwmads\" data-ad=\"{'id':'EC2A87C8',\" site: adbine_www.asiatoday.co.kr_news_ip_640x360_cmtf, page:page}><\/div>\n<p> Convenience store chains have been fastest to commercialize the trend. CU moved early to claim market share by launching a Shanghai-style salted butter tteok, made with premium natural butter for a richer flavor, and promoting limited daily preorders through its PocketCU app as part of aggressive marketing. <\/p>\n<p> 7-Eleven is also tapping into dessert habits among the Z-plus generation with a butter tteok lineup. It started with bite-sized Shanghai butter mochi balls and plans to expand next month with an egg-tart-shaped chewy butter mochi and a higher-butter \u201cbutter-packed chewy mochi,\u201d reinforcing its reputation as a go-to spot for convenience-store desserts. <\/p>\n<table cellspacing=\"5\" cellpadding=\"0\" width=\"1400\" align=\"CENTER\" bgcolor=\"ffffff\" border=\"0\">\n<tbody>\n<tr>\n<td>\n<table cellspacing=\"5\" cellpadding=\"0\" bgcolor=\"ffffff\" border=\"0\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/03\/CP-2022-0024\/image-cfc359d7-2b47-441e-a547-a81dd4db731e.jpeg\" border=\"0\" alt=\"20260320\" ns home shopping chang-eok tteok special broadcast><\/td>\n<\/tr>\n<tr>\n<td class=\"photocaption\">Chang-eok Tteok on NS Home Shopping. \/ NS Home Shopping<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p> Interest in do-it-yourself dessert experiences is rising too. Homeplus Culture Center is offering a one-day class called \u201cMake Crispy-Outside, Chewy-Inside Shanghai Butter Tteok\u201d at over 70 locations nationwide. Its earlier Dubai Chewy Cookie classes sold out as soon as registration opened, so organizers expect strong participation from young consumers for the butter tteok sessions as well. <\/p>\n<p> Traditional tteok brands are stepping up their online presence as well. NS Home Shopping recently ran a social-media and YouTube special featuring Gwangju\u2019s local favorite Chang-eok Tteok, the shop that went viral for having customers line up. A shout-out from a famous singer boosted interest further, and NS Home Shopping designed the program so viewers can buy the product easily at home without waiting \u2014 appealing to shoppers tired of \u201ctteok-ticketing.\u201d <\/p>\n<p> Classic tteok desserts are getting modernized flavors, too. Ediya Coffee, building on last year\u2019s hit Strawberry Soksok Mochi Tteok, launched two new varieties: Lemon Soksok and Green Grape Soksok mochi tteok. The chewy base pairs with bright fruit notes and a white-chocolate coating to amplify the bite and highlight springtime vibes. <\/p>\n<p> An industry insider noted that while the Dubai cookie drew attention for its crisp, unusual texture, today\u2019s winners are fusion tteok that combine the familiar Korean chew with Western butter richness or zesty fruit flavors. With trend cycles shortening and consumer demand evolving, retailers\u2019 efforts to stand out with distinctive desserts are likely to intensify. <br \/><!-- \/\/news_body(new) --><!-- ADOPCONE--><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The &#8216;chewy texture&#8217; trend sparked by Dubai&#8217;s chewy cookies is rapidly spreading to rice cake desserts across various retail platforms.<\/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-2022-0024\/image-69c0f9bd-0fbd-4c00-b080-7ead453899e1.jpeg","footnotes":""},"categories":[278098],"tags":[],"class_list":["post-253382","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 - 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