South Korea's viral food trends send key ingredient prices up nearly 70%

The phenomenon of "social media food trends" is increasingly destabilizing the South Korean grocery market, as viral desserts and traditional dishes trigger sudden, massive spikes in ingredient costs. According to the Korea Price Information (KPI), the recent craze for Dubai chewy cookies—a chocolate treat filled with pistachio spread and crunchy kadayif—has caused the price of 500 grams of kadayif to soar from 18,900 won to 31,800 won. Similarly, the price for 400 grams of pistachios jumped by 33.3%, reaching 24,000 won in early 2026.

This volatility isn't limited to trendy international desserts. Even traditional seasonal dishes like bomdong bibimbap (spring cabbage rice) have seen rapid inflation after gaining fame on social media. The KPI confirmed that the price of spring cabbage rose from 4,500 won to 6,000 won per kilogram—a 33.3% increase—following its online popularity. These surges have become so intense that everyday consumers, such as office worker Kim Min Sun, are finding it difficult to source ingredients, with some items facing two-week delivery delays.

The supply chain data highlights a dramatic shift in trade patterns to keep up with these trends. Pistachio imports surged to 372 metric tons in December 2025, a fourfold increase from August. However, the surge in demand has also driven up the import price per ton from $8,800 to $16,800. Analysts note that the problem is exacerbated by major corporations, which often stockpile large quantities of these "viral" ingredients, further depleting the supply available to small businesses and home cooks.

This pattern of "trend inflation" follows a similar cycle seen during the tanghulu craze of 2023, where TikTok and YouTube fame caused the cost of fruit and sugar-coated skewers to skyrocket. When demand becomes concentrated on a specific set of ingredients in a very short window, the market cannot adjust quickly enough. KPI researchers warn that as long as social media continues to dictate food consumption habits, the market will face persistent supply instability and sharp price increases for both raw ingredients and ready-made products.