Korea Went Crazy for "Pizza Seolgi"...Now Pizza Hut Wants In

Korea's latest food obsession has officially made its way to Pizza Hut. The pizza chain has launched Pizza Seolgi, putting a familiar pizza twist on one of the most talked-about rice cake trends currently taking over Korean social media.

Instead of using pizza dough, the viral treat starts with seolgi, a soft and chewy steamed rice cake, which is then topped with tomato sauce, cheese and pepperoni. The unusual combination has become popular enough to fuel a new food trend known as “tteokji sunrye,” or “rice cake pilgrimage,” where people visit different rice cake shops in search of unique and trending treats.

Some shops selling Pizza Seolgi have even seen customers line up before opening, as the trend spread through social media and short-form videos.

Pizza Hut wants a piece of the action. The brand's new Pizza Hut Pizza Seolgi stacks two layers of milk seolgi made with Korean rice and milk, then loads them up with Pizza Hut's signature tomato sauce, pepperoni and cheese.

The new menu combines gouda, provolone and mozzarella, while the tomato sauce is made with premium red tomatoes. Pizza Hut also uses natural cheese from Leprino Foods and fermented pepperoni, ingredients that are also used in its regular pizzas.

Pizza Hut Korea says the new menu is its own take on the viral trend, combining the ingredients and know-how it has built over 41 years in Korea with locally sourced ingredients.

Unlike the Pizza Seolgi found at smaller rice cake shops, Pizza Hut's version comes in a cup, making it easy to grab and eat on the go.

The timing for this release is no coincidence. Korea's dessert trends can explode almost overnight thanks to social media, with one viral treat quickly giving way to the next. Pizza Seolgi is the latest example, following other recent viral desserts such as Dubai chewy cookies and butter tteok.

A trend that started at local rice cake shops has made its way into one of Korea's biggest pizza chains. Pizza Hut Pizza Seolgi is available nationwide from Oct. 8 for ₩3,900, both at Pizza Hut locations and through its official online channels and major delivery apps including Baedal Minjok, Coupang Eats and Yogiyo. From “tteokji sunrye” to Pizza Hut, Korea's latest food obsession just got a whole lot easier to try.