The hype started with the texture—it's called a cookie, but it feels like a rice cake. That classic 'crispy on the outside, chewy on the inside' (geot-ba-sok-chok) texture that Korean consumers have loved for a long time.
"Netizens are skeptical about the longevity of the 'thick cookie' trend, predicting a quick burnout typical of Korean dessert fads unless it manages to pull a 'Malatang' and become a staple."
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