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I think I hit up about 20 different Dubai Choco Cookie shops just last month. Every place tastes completely different. Some are salty, some are sweet, some are dry, and some are super fudgy. The gap between a shop that knows what they're doing and one that doesn't is massive. There are a lot of good spots in my neighborhood, and since so many people around me like them, I grab some when they ask. Even if they don't ask, they make great gifts. I try to keep up with most dessert trends, but it's not like people just mindlessly follow the crowd; desserts naturally work in seasons. Whether it's mochi bread, bagel sandwiches, crumbles, or recently Crookies—it's not 'I'm forcing myself to eat this because it's a trend (X),' it's 'Desserts are just seasonal (O).' It's like fashion.

Not everyone might know about stuff like bagel sandwiches, but for people who actually follow desserts, once something gets hype, we're all just waiting for our regular spots to start developing and selling that menu. The shops know this too, so they post teasers on Instagram saying they're 'coming soon.' That's just the standard way people enjoy desserts.

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When Crème Brûlée is hot, they pump out Crème Brûlée menus, and as soon as the season passes, they clear it out and prep the next thing.

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With stuff like Crookies, people were already lining up to try them in Korea the moment news broke about them trending overseas. Plenty of famous dessert shops right now actually made a name for themselves by hopping on that Crookie boom. Because of this, how fast you can chase a trend is basically a measure of a dessert shop's skill these days. Dubai Choco Cookies are following that same path. At first, only a few places had them, but since the reaction was good, even the slower shops are joining in, and now even franchises are eye-balling it. As someone who's been watching these cycles and trying everything that trends, I've never seen anything go as viral simultaneously as these Dubai cookies. They're the GOAT of trends. Even my homebody friend who gives zero shits about desserts got curious enough to go find a shop and buy one. I bet there are plenty of people here who tried a bad one and wondered why they're even popular, but the top-tier shops are on another level lol. Most of those places sell out the moment they open, so if you don't do an 'open run' for 1-2 hours, you can't even get one. The bad shops have leftovers sitting there until evening.

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I hope you guys get to eat the real deal and don't get the wrong idea by eating some half-assed 'fake' Dubai cookie that popped up just for the seasonal hype. If someone who's never had a burger before ate a cold, hour-old Burger King patty and decided 'burgers suck,' that would be a total shame, right?