[🇺🇸] Starbucks Korea Launches ‘Dubai Chewy Roll’: Sold Out in 23 MinutesTitle Variations

Starbucks Korea launched its new product, the "Dubai Chewy Roll," at six major stores in Seoul on January 30.

Reflecting the massive popularity of "Dubai Chewy Cookies" on social media, this new dessert features Kataifi (traditional Middle Eastern noodles) and pistachio paste wrapped in a marshmallow sheet.

On the first day of release, despite temperatures in Seoul plunging to -12°C, long lines formed at major locations like Gwanghwamun over an hour before opening, leading to an "open run" phenomenon.

However, despite the explosive demand, the supply was significantly insufficient. Each store was allocated only 44 units, and even with a purchase limit of two per person, the entire stock sold out within 23 minutes of opening.

Starbucks explained that it currently relies on original equipment manufacturing (OEM) without its own production line. The company stated that mass production is challenging due to the global Dubai chocolate craze, which has disrupted the supply of key ingredients like Kataifi and pistachio.

While consumers appreciated how quickly a major corporation like Starbucks responded to trends, some criticized the insufficient stock, noting that many customers left empty-handed despite the long wait.

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[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?

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