South Korea is in the midst of an international dessert craze. From the fiery, addictive charm of Mala Hotpot to the sweet tanghulu, Dubai chocolates, and colorful Swedish gummies—foods that once felt exotic and unfamiliar have now become a natural part of daily life.

Thanks to social media and mukbang content, these global treats spread rapidly, reshaping what we eat at an incredible pace. For instance, kadaif imports skyrocketed from just 24 tons in 2023 to 304 tons in 2024, more than a twelvefold increase. Pistachio paste imports also jumped nearly threefold, from 83 tons in 2023 to 233 tons in 2024.

With rising imports of these raw ingredients, chocolate products made from them are also entering the market. In fact, there were no such chocolate imports in 2023, but 297 tons arrived in 2024, with another 10 tons already imported in the first quarter of 2025. These examples highlight how food trends fueled by social media are directly influencing the rise of imported foods in Korea.