On January 30, 2026, Starbucks Korea officially launched its new “Dubai Chewy Roll,” capitalizing on the massive viral popularity of Dubai-inspired desserts on social media.
Despite temperatures in Seoul plunging to -12°C, hundreds of eager customers participated in an “open run” at major locations such as Gwanghwamun, with lines forming over an hour before the doors opened. This phenomenon highlights the intense consumer demand for “Dubai Chocolate” variations in the Korean market.
However, the explosive demand quickly outpaced the available supply. Each store was reportedly allocated only 44 units, leading to a complete sell-out within just 23 minutes of opening, even with a strict purchase limit of two items per person.
Starbucks Korea explained that the production is currently handled via Original Equipment Manufacturing (OEM) rather than internal lines. Furthermore, the company noted that mass production is currently hindered by the global shortage of key ingredients, such as Kataifi and pistachio paste, caused by the worldwide Dubai chocolate trend.
While industry experts praised Starbucks for its rapid response to fast-moving consumer trends, the launch also faced significant criticism regarding supply management.
Many customers who waited for long periods in the freezing cold were left empty-handed, sparking a debate over the ethics of viral marketing without adequate stock.
[ONLINE-KOREA：A Letter from Korea]
Would you have the courage to brave -12°C weather for a chance at one of just 44 items?
While I’m always keeping up with viral products through the news, seeing people endure a biting cold of -12°C and wait in massive crowds just to buy something makes me realize once again—as a fellow Korean—that people here are incredibly trend-sensitive and eager to jump on the latest crazes.
Yet, I can’t help but feel a bit heavy-hearted when I see so many customers forced to turn away empty-handed in such extreme weather. I understand that timing is everything in marketing, but I can’t help but wonder: couldn’t they have secured enough stock first to ensure satisfaction for a wider range of customers?
This isn’t just about Starbucks. I’ve noticed that companies selling K-Pop idol merchandise are particularly prone to this kind of strategy.
Of course, even at ONLINE-KOREA, there are times when we fall short of fulfilling 100% of our clients’ requests despite our best efforts. Still, looking at these big corporations and their “limited quantity marketing,” I have to ask—is this truly the best they can do?
ONLINEKOREANEWS.COM 