From Chocolate Churros to Chewy Rice Cakes, Korea Is Obsessed With Texture

South Korea's dessert scene has a new obsession, texture. From crispy chocolate churros to chewy rice cakes, food brands are finding new ways to turn familiar treats into viral sensations, with Paris Baguette's latest chocolate churros leading the trend.

Launched on Sept. 2, Paris Baguette's "Choco Chewy Churros" have sold approximately 3.8 million units as of Oct.19, according to industry reports. The product surpassed 3 million sales just a month and a half after its release, thanks to its combination of rich chocolate flavor and contrasting textures.

The churros feature chocolate dough fried until crispy, then coated in dark chocolate for a crunchy exterior and a soft, chewy center. The familiar Korean food expression “crispy outside, chewy inside” captures the appeal, giving customers a satisfying bite that stands out from traditional bakery treats.

The product's popularity surged in the third week of September as reviews, eating videos, and social media posts began spreading online. Customers also shared creative ways to enjoy the churros, including pairing them with whipped cream, ice cream, or a glass of milk.

The buzz even boosted sales of other chocolate desserts, with Paris Baguette reporting that customers frequently purchased its "LA Choco Chewy Donut" alongside the churros.

The chewy dessert trend is extending beyond bakery chains. GS25 recently introduced its "Hanjeongseon Yogurt Rice Cake," a collaboration with Seongsu-based dessert brand Hanjeongseon and manufacturer Roromello. The product sold 260,000 units in just four days after launching on September.

Filled with yogurt cream, the rice cake combines a stretchy outer layer with a smooth filling. When frozen, it takes on a sherbet-like consistency, while thawing brings out the familiar chewy texture of Korean rice cakes. Meanwhile, Lotte Department Store's Jamsil branch hosted "Nationwide Rice Cake Pilgrimage Season 2," a pop-up event showcasing rice cake varieties from across the country.

These desserts share more than their popularity, they offer an experience that goes beyond flavor. A crisp chocolate shell, a stretchy rice cake, or a creamy filling revealed in a cross-section gives customers something to see, hear, and share. As consumers post their reactions and personalized ways of eating each product, social media helps transform a simple snack into a must-try trend.

In Korea's competitive dessert market, great flavor is no longer the only thing that matters. Products that crunch, stretch, or crack at just the right moment are capturing attention and proving that texture can be just as important as taste.