"No Need to Go to Japan"... After Dujjonku and Butter Rice Cake, This Is Next [The Way We Shop Now]
by Seo Jiyeong
Published 11 Apr.2026 07:39(KST)
Updated 11 Apr.2026 14:14(KST)
Pringles + Chocolate... The Sweet-and-Salty Recipe Gaining Popularity
Word Spreads as an Alternative to Japan's Royce Potato Chips
As dessert trends quickly spread and change almost daily through social media platforms, such as the Dubai Chewy Cookie (Dujjonku) and Butter Rice Cake, a new trend has emerged: pouring chocolate over Pringles potato chips, known as the 'Pringles Choco Block.' Although it is a simple combination, the intuitive sweet-and-salty flavor, along with its visually striking presentation, is rapidly spreading through short-form content.
Chocolate on Pringles... The 'Choco Block' Solidified and Eaten Whole Draws Attention
The Pringles Choco Block is made by pouring melted chocolate into a can of potato chips, then solidifying it in the refrigerator or freezer and cutting it into blocks for eating. Anyone can easily make it without any special tools or skills, making it highly accessible.
This recipe has gone viral for its taste, which is said to be similar to 'ROYCE’ Chocolate Potato Chips,' a famous Japanese souvenir. While ROYCE’ Chocolate Potato Chips are available on domestic online stores for about 15,000 won, making it yourself with Pringles and chocolate can significantly reduce the cost.
The enjoyment of the making process itself also adds to its consumer appeal. This example reflects a consumption trend that goes beyond simple, cheap alternatives by simultaneously seeking value for money and experiential enjoyment.
Content Turns Into Sales... The Distribution Industry Is Stirred
The trend is translating directly into sales. According to GS25 on April 10, Pringles 110g product sales from April 3 to 5 increased by about 90% compared to the previous month. In particular, cheese flavor and butter caramel flavor each soared by 124.8% and 96.6%, respectively, while sales of Ghana Chocolate, which is used in the recipe, also rose by 31.7%.
This growth is also evident in supermarkets. At Lotte Mart, sales of Pringles Original rose by 35%, and Ghana Chocolate by 7% during the week from March 30 to April 5. This demonstrates how trends spreading on social media are rapidly translating into real consumer interest and purchases.
Even Product Planning Changes... Trends Now Made by Consumers
This trend also stands out as an example of the growing 'modisumer' (modify+consumer) phenomenon, where consumers enjoy combining existing products in new ways rather than consuming finished products as they are. In this process, not only the taste but also the making experience and visual appeal are important factors.
The distribution industry is quickly responding to this shift. A representative example is GS25's 'Eolbaksa' (ice cup + Bacchus + soda), which was originally a consumer-made combination that became an official product. There are ongoing attempts to commercialize recipes that went viral on social media.
As the starting point for product planning shifts from companies to consumers, the role of distribution channels is also changing. The 'curation function,' which goes beyond simple sales to propose combinations and experiences, is being strengthened. At the center of this change are consumers who create and spread content.
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