The Rise of Dubai-Style Cookies in South Korea
In recent months, a sweet treat known as “Dubai-style” cookies has taken South Korea by storm. With their chewy and crunchy texture and a perfect balance of sweetness, these round, chocolatey delights have become a highly sought-after dessert. The fervor surrounding these cookies is so intense that even the Korean Red Cross has begun using them as a draw for blood donors.
The Sweet Sensation: Dujjonku
The buzz began with the trend of “Dubai chocolate,” which features a pistachio-filled chocolate bar layered with fine shredded pastry called kadaif. Fuelled by endorsements from popular K-pop stars, these cookies—locally referred to as Dujjonku—have rapidly gained popularity in South Korea. Recent data from Naver, the country’s leading search engine, indicates that online interest in Dujjonku has skyrocketed, increasing more than twenty-fold within the last three months.
A Culinary Craze
The excitement over these cookies is evident in food delivery apps, where searches for the snack rose by an astonishing 1,500 times last month. With shops frequently selling out, one entrepreneurial developer even created an online map to track where the cookies are still in stock. Customers have been lining up outside bakeries as early as dawn, braving South Korea’s harsh winter in pursuit of these trendy treats.
Nam Su-yeon, a 28-year-old office worker, notes that hearing about others trying the cookies sparks curiosity. “Once you hear that everyone else is eating it, you start wondering just how good it must be,” she shared, highlighting how social trends drive consumer behavior.
Cookies for a Cause
The Korean Red Cross has embraced the cookie craze by offering them to blood donors in lieu of its usual snack offerings. This initiative has prompted a surge in blood donations, with some centers reporting participation rates that doubled the norm. It seems that the allure of a delicious dessert can inspire generosity.
The Making of Dujjonku
Creating these cookies is a craft in itself. Cafés melt marshmallows to form a chewy exterior combined with chocolate, filling each cookie with rich pistachio cream and straw-like kadaif. The final touch is a sprinkle of cocoa powder on top, elevating the treat into a visually appealing dessert. However, indulgence comes at a cost; each cookie is sold at around 6,500 won (approximately $5), and most establishments limit purchases to two per person due to their rich composition.
Health experts have raised concerns, noting that one cookie can contain up to 500 calories, which may disrupt metabolic balance. The Korea University Guro Hospital cautions that enjoying these treats regularly could threaten overall health beyond mere weight gain.
Celebrity Influence
The trend has been bolstered by K-pop stars, whose endorsements have turned Dujjonku into a viral phenomenon. Jang Won-young from the girl group IVE recently shared a social media post featuring chocolate powder on her lips, introducing the “Dujjonku lip” trend. The impact of celebrities on consumer behavior is notable, with many fans eager to try whatever their idols endorse.
Hwang Jae-kyoung, a 34-year-old office worker, remarks, “It definitely seems like a viral phenomenon.” He adds that while the pricing may be logical from a market perspective, it does present a challenge for consumers.
A Spreading Trend
The Dubai cookie excitement isn’t limited to South Korea; it appears to be gaining traction in neighboring China as well. The hashtag “#dubaichocolate” has amassed over 329 million views on Xiaohongshu, a popular social media platform. This surge in popularity has also affected raw material prices. According to price-tracking app Fallcent, the cost of unshelled pistachios has quadrupled in just a month, while the price of 500 grams of kadaif has doubled.
Interestingly, the craze has prompted a variety of businesses, including sushi and traditional Korean restaurants, to incorporate these cookies into their menus, creating a lucrative side venture.
As this cookie phenomenon continues to grow, it seems that South Koreans are hooked. Whether for the taste or simply for the experience, many find themselves drawn back to explore different takes on these captivating sweets. As Nam aptly puts it, “Before long, you find yourself going somewhere else to try it again.”
