Move over Dubai chewy cookie, Korea has a new viral snack

Frozen gummies / Captured from social media

As the hype surrounding the "Dujjonku," or Dubai chewy cookie, begins to fade, Korean social media users are turning to a new viral snack trend known as "jelly eolmeok," or frozen gummy candies. The craze involves simply placing store-bought gummies in the freezer and has rapidly spread across online platforms.

The "crunch" of frozen gummies has become a viral sensation on Instagram, YouTube, and X (formerly Twitter). Driven by the appeal of treats shattering on impact, the trend has evolved into social media where users share tips on brand selection and ideal freezing durations.

Fans of the trend actively share specific advice, noting that candies with a hard exterior and a slightly soft interior work best. Users also regularly debate the textural differences between freezing the gummies for four hours versus eight hours.

A social media user displays various gummy products recommended for the frozen gummy candy trend. The craze centers on DIY experimentation with existing snacks rather than chasing expensive new commercial releases. Captured from social media

Search data reflects the rapid surge in interest. According to the Naver DataLab search trend index, queries related to freezing gummies lingered below 10 until late last month. However, the index surpassed 20 early this month before skyrocketing to a peak of 100 on Feb. 17.

This shift marks a transition from purchasing a product to performing an experience. In this new snack culture, the value of the treat is no longer found in its brand or ingredients, but in its ability to generate the perfect on-camera crunch for a global digital audience.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.