No.1 Purchased Food by Foreigners at Korean Convenience Stores—Not Banana-Flavored Milk or Buldak!

Foreign tourists visiting South Korea have been purchasing Dubai chocolate more than any other product at CU convenience stores, according to sales data released on January 10 by CU.

Dubai chocolate topped the list of the top 10 products purchased by foreign tourists using tax refunds last year, overtaking the long-time favorite banana-flavored milk. This Middle Eastern-inspired treat has gained immense popularity, particularly among tourists from Indonesia, who accounted for 49% of the total purchases.

Dubai chocolate combines Middle Eastern kadayif (a traditional vermicelli-like pastry) with pistachio spread, making it a unique and sought-after treat. Initially a must-buy souvenir for tourists visiting Dubai, the chocolate has found a strong following among Southeast Asian visitors.

The popularity of Dubai chocolate further exploded thanks to international influencers promoting it on social media. CU became the first retailer in Korea to offer the product in July last year, triggering a local craze. By the end of 2024, sales reached an impressive KRW 20 billion(approximately $13.64 million USD), proving its appeal beyond foreign tourists to domestic consumers as well.

CU revealed that half of the top 10 best-selling items among foreign tourists were exclusive to their stores. Among these, Yonsei Cream Bread (chocolate and milk flavors) ranked 5th and 7th, with Vietnamese tourists accounting for 55.2% of sales. Exported to CU branches in Mongolia, over 200,000 units of these cream breads have been sold.

The Chestnut Tiramisu Cup, a dessert popularized by a Netflix 'Culinary Class Wars,' cooking competition show, entered the top 10 within just three months of its launch. Taiwanese tourists were the largest consumer group, contributing 24.9% of its sales. This variety of products beloved by tourists from diverse backgrounds showcases CU’s success in tailoring its offerings to international consumer preferences.

Shin Sang-yong, head of the Service Platform Team at BGF Retail, noted, “With increasing global interest in K-convenience stores, the number of foreign visitors continues to grow.”

As CU refines its product lineup to cater to international tastes, it solidifies its reputation as a must-visit spot for tourists exploring Korea.