A Dubai chocolate-inspired chewy cookie has become a viral sensation in South Korea, driving sales surges and influencing local food culture. The dessert, known as dujjong-ku, is sparking long lines and economic ripple effects across the country.
The dessert originated from the global Dubai chocolate trend, adapted into a chewy, marshmallow-based cookie filled with pistachio cream and knafeh shreds, with a texture similar to rice cake. Its unique combination has captivated consumers, leading to rapid sell-outs at bakeries and cafes.
Sales have exploded, with some locations selling hundreds of cookies daily within minutes of opening. Convenience store chain CU launched its version in October, selling over 1.8 million units, but production struggles to meet demand, causing supply bottlenecks.
The craze gained momentum after K-pop star Jang Won-young of Ive posted about it on Instagram in September, sparking thousands of social media posts under #Dujjonku. This celebrity endorsement amplified its visibility and appeal.
Restaurants unrelated to baked goods, such as sushi bars and spicy chicken feet shops, are now offering dujjong-ku to boost visibility on delivery apps. Searches for the dessert on Baedal Minjok surged over 300% in early January, making it a key search term.
The boom has driven up ingredient costs, with pistachio prices rising about 20% this year due to global increases and a weaker won. Packaging costs have also doubled, squeezing margins and leading to price hikes, with some cookies selling for over 10,000 won.
Food critics like Lee Yong-jae note that the dessert’s appeal lies in its visual excess and density, reflecting Korean food culture’s preference for overwhelming presentation over subtle balance. This trend echoes previous viral foods like “fat macarons.”
Counterfeit products have emerged, with consumers complaining about missing ingredients like knafeh. Online reviews and real-time tracking maps help enthusiasts find authentic versions, but stores have imposed purchase limits to manage frenzy.
The impact extends to gig economy discussions, with workers joking about other industries cashing in. As demand persists, the trend underscores how social media drives food fads, reshaping local markets and consumer behavior with ongoing economic implications.
