HYPE DETECTIVE · Cooling

Butter tteok: how much more did the hype cost?

The dessert that followed dujjonku in March 2026; CU opened pre-orders eight days after the search surge began.

Pre-hype priceNot collected
Peak price₩1,500
Current priceNot collected
Cost floorNot collected
Peak ÷ cost floorNot collected
Hype half-life70 days
Operating stores vs observed peakNot collected
Spike → big retail8 days

“Not collected” means no sourced number yet; gaps are never filled from memory.

PRICE TIMELINE

How the price moved

2026-03-10 · Peak · Single source
₩1,500 1 piece, max 4 per person
A Korean bakery · 다음뉴스 — 두쫀쿠 지고 상하이 버터떡 뜬다… 갈수록 짧아지는 디저트 유행(2026.3.10, 네이버 데이터랩 인용)
2026-03-16 · Launch · Confirmed
₩1,500~₩2,200 CU salted butter tteok ₩2,200 / Shanghai butter mochi 2 for ₩3,000
CU nationwide · CU · BGF리테일 보도자료 — CU, 글로벌 트렌드 디저트 버터떡 업계 최초 출시(2026.3.16)

ESTIMATED COST FLOOR

What it takes at minimum

Not enough public price and recipe data to estimate yet.

STORES

How stores grew and shrank

Not collected

SEARCH INTEREST

When search took off and cooled

050100half20252026
Google search interest (South Korea, weekly, peak = 100) · bold line is the 4-week average · 2025-01-01 2026-09-30
Show weekly values

2026-02-15 1 · 2026-03-01 12 · 2026-03-08 100 · 2026-03-15 96 · 2026-03-22 62 · 2026-03-29 40 · 2026-04-05 37 · 2026-04-12 55 · 2026-04-19 69 · 2026-04-26 55 · 2026-05-03 44 · 2026-05-10 42 · 2026-05-17 41 · 2026-05-24 36 · 2026-05-31 34 · 2026-06-07 9 · 2026-06-14 5 · 2026-06-21 4 · 2026-06-28 4 · 2026-07-05 4 · 2026-07-12 3 · 2026-07-19 2 · 2026-07-26 2 · 2026-08-02 2 · 2026-08-09 2 · 2026-08-16 2 · 2026-08-23 2 · 2026-08-30 2 · 2026-09-06 2 · 2026-09-13 2 · 2026-09-20 2 · 2026-09-27 2

Take-off (25% of peak)
2026-03-08
Peak (4-week average)
2026-03-29 · single-week high 2026-03-08
Hype half-life
70 days (half of peak by 2026-06-07)
Latest
2026-09-27 · 2/100

HYPE LIFECYCLE

Lifecycle and timeline

  1. 1. Discovery
  2. 2. Early viral
  3. 3. Search explosion
  4. 4. Price premium
  5. 5. Store expansion
  6. 6. Large retail entry
  7. 7. Peak
  8. 8. Saturation
  9. 9. Decline
  10. 10. Survival / disappearance

Now: Decline · Cooling · Unknown — Search interest fell after its March 2026 peak

2026-03-08 · Viral / search · Unknown
Search interest takes off (passes 25% of peak)
Google Trends — 대한민국 웹 검색, 주간(키워드별 정점=100)
2026-03-16 · Large retail · Unknown
CU opens pre-orders for two butter tteok items (10K a day), nationwide from 25 March
BGF리테일 보도자료 — CU, 글로벌 트렌드 디저트 버터떡 업계 최초 출시(2026.3.16)

8 days from the search take-off (2026-03-08) to big-retail or franchise entry (2026-03-16).

Organic, paid or sponsored spread is shown only when public records confirm it; no business is said to have engineered a fad.

WHO CAPTURED THE HYPE PREMIUM

Who captured the hype premium?

Likely revenue source
Convenience stores — Own-label product
Announced as the first in the sector; sales not disclosed
Likely revenue source
Early / large brands — Early bakeries
About 300 visitors a weekend day; a 130-piece batch sold in five minutes (reported)

Only published figures count as confirmed; a clear mechanism without amounts is “likely”. No made-up scores.

SCARCITY

Sell-outs, queues and limits

Per-person limit cut from 7 to 4 · 다음뉴스 — 두쫀쿠 지고 상하이 버터떡 뜬다… 갈수록 짧아지는 디저트 유행(2026.3.10, 네이버 데이터랩 인용)

MORE

See also

REPORT A PRICE

What did you pay back then?

Many pre-hype and peak prices are missing. Reports with receipts or photos are reviewed and shown separately as user reports.

SOURCES

Sources

Last checked 2026-10-02

DETECTIVE RADAR

Butter tteok from other angles

  • Origin DetectiveApplies · not analysed yet
  • Cost DetectiveApplies · not analysed yet
  • Distribution DetectiveApplies · not analysed yet
  • Inflation DetectiveApplies · not analysed yet
  • Discount DetectiveApplies · not analysed yet
  • Value DetectiveApplies · not analysed yet
  • Hype DetectiveThis page
  • Hogu IndexApplies · not analysed yet
  • Tax DetectiveApplies · not analysed yet
  • Wage DetectiveApplies · not analysed yet
  • Ingredient Detective (food & drinks)Applies · not analysed yet
  • Regulation DetectiveApplies · not analysed yet

✓ analysed · △ applies, not analysed yet · not applicable: Privacy Detective · All axes on one page