“Dubai-style chocolate” was the top-selling item among foreign nationals at CU convenience stores in 2024, said BGF Retail, the company behind South Korea’s largest convenience store chain.
According to the firm’s analysis of tax refund sales data, approximately 20 billion won ($13.6 million) worth of the chocolate product was sold, surpassing the long-time favorite, banana-flavored milk from local food firm Binggrae. Indonesians led the purchases, accounting for 49 percent of total sales.
What is referred to as Dubai-style chocolate, made with Middle Eastern-style thin noodles called kadaif and pistachio spread, gained significant attention in South Korea last year after being featured by a popular international YouTuber. Its distinctive flavor and word-of-mouth buzz further fueled its online popularity, leading to worldwide demand.
CU launched its own version of the popular dessert, becoming the first in the industry to introduce it in July last year. The release sparked a nationwide fad, with the entire initial stock selling out in just one day.
Among the top 10 items purchased by international visitors to CU, banana-flavored milk ranked second, followed by K-pop idol Seventeen's album in third place. The chocolate and milk flavors of the "Yonsei Cream Bread” products secured 4th and 7th places respectively, especially popular among Vietnamese tourists. Strawberry-flavored milk claimed the 5th spot, while a product called "The Neighbor's Yellow Cheese Krungji," a favorite among Thai tourists, ranked 6th.
CU’s tax refund service allows overseas visitors to receive an immediate VAT refund on taxable purchases, offering discounts of approximately 6-8 percent.
