Retailers are rushing to launch Shanghai butter tteok (butter tteok), a follow-up dessert drawing attention after the Dubai jjondeuk cookie (Dubai jjondeuk cookie).
Butter tteok is a dessert said to have originated from the Shanghai snack "huangyou niangao." Using glutinous rice flour, milk and butter are added to the dough and baked, giving it a crispy exterior and a chewy interior. It went viral on social media (SNS).
Seven-Eleven will roll out three butter tteok items in phases starting on the 25th. Beginning with the Shanghai butter mochi ball, it plans to add two more items—chewy butter mochi and butter-packed chewy mochi—in early next month.
GS25 released the chewy butter tteok bread on the 19th. Starting with preorders, the prepared 5,000 units sold out in a day. On the 31st, it plans the full launch of the chewy butter tteok bread.
CU has been taking preorders for salted butter tteok in a daily limited quantity of 10,000 units since the 16th. Store pickup began on the 20th, and nationwide store sales start on the 25th. On the 24th, it will add a Shanghai-style butter mochi, expanding the lineup. E-MART24 also plans to launch butter tteok-related products on the 30th–31st.
Bakeries and coffee franchises have joined the butter tteok trend. Passion 5, operated by SPC Group (Sangmidang Holdings Group), released a butter chewy tteok made with premium French Échiré butter. EDIYA COFFEE launched condensed milk-drizzled butter chewy mochi on the 27th of last month.