"Sold Out Even at 10,000 Won Each... Even An Seongjae Struggles with the 'Dujjonku' Craze [Jumoney Talk]"

Popular Among Millennials & Gen Z: "Dujjonku" Craze
High Prices, Yet Frequent Sellouts
Reflecting Millennials & Gen Z's Emphasis on "Small but Certain Happiness"

Editor's NoteWe are living in a time when a single serving of pork belly costs 20,000 won and a bowl of jajangmyeon is 7,500 won. In 2024, the Consumer Price Index reached 114.18 (2020=100), and in 2025, consumers continued to feel the burden of high prices. Through the "Jumoney Talk" (Week+Money+Talk) series, we aim to share stories about consumption that are closely tied to our wallets, reflecting the ever-changing prices.

Chef An Seongjae YouTube 'An Seongjae Geodeongyo' Screenshot

Among young people, the so-called "Dujjonku" (Dubai Chewy Cookie) has gained significant popularity. This dessert is made with marshmallow dough, Middle Eastern-style thin noodles called kadaif, and pistachio spread. Despite being only palm-sized, each piece is priced between 5,000 and 10,000 won. Some popular shops are frequently sold out even at prices exceeding 12,000 won per piece. The growing demand for premium snacks appears to be influenced by the consumption patterns of Millennials & Gen Z, who value "small but certain happiness" (Sohwakhaeng).

#Dujjonku Trend on Instagram... Over 13,000 Posts

Dubai Chewy Cookie. Getty Images Bank

As of January 4, posts related to Dujjonku are continuously appearing on social networking services (SNS) such as Instagram. As of this date, there are over 13,000 posts with the hashtag "Dujjonku." Most of these posts introduce popular Dujjonku shops or feature videos of the baking process, quickly spreading through the platform's algorithm.

Son, an office worker in her 30s, said, "I became interested in Dujjonku after watching a video on YouTube and decided to try it myself." She added, "The price varies depending on the size, but it's usually around 7,000 won per piece, and some places charge up to 12,000 won." She continued, "I've bought Dujjonku from several shops, and each one tastes different, which makes it even more appealing."

However, she also expressed concerns about the price. "It's about the size of my palm or even smaller, so it feels quite expensive," she said. "I enjoyed it for a while despite the high price, but after eating it several times, I got tired of it. Now, I don't think I'll pay that much for it again."

Why Is Dujjonku So Expensive? High Dependence on Imported Ingredients

Searching '#Dujjonku' on Instagram yields over 13,000 posts. Instagram

The high price of Dujjonku is mainly attributed to its heavy reliance on imported key ingredients. Since the main ingredients, kadaif and pistachio, are mostly imported, production costs are inevitably high. In addition, fluctuations in exchange rates also play a role. According to the Bank of Korea's Economic Statistics System, the Import Price Index in November last year (2020=100) was 141.82, up 2.62% from the previous month (138.19). The Import Price Index has been rising for five consecutive months since June of last year.

The continued popularity of Dujjonku despite its high price is seen as a reflection of the consumption traits of Millennials & Gen Z, who value self-reward and small but certain happiness. This generation tends to seek enjoyment and comfort through unique experiences. The growing attention to fine dining, which emphasizes premium ingredients, is part of the same trend. Analysts say this reflects a consumer tendency to value small pleasures in daily life.

Another factor driving the popularity of premium desserts is the relatively low barrier to entry for purchase. Unlike luxury goods, imported cars, or overseas travel, which require significant spending, desserts can be chosen with less financial burden. Their unique appearance also makes them stand out on social media, further fueling their popularity.

This consumption trend is also evident in the growth of other dessert brands. For example, the premium dessert brand Yoajeong (Yogurt Ice Cream Master) offers basic yogurt ice cream with toppings such as honeycomb and blueberries. The price exceeds 10,000 won with added toppings, but consumers continue to flock to the brand. Yoajeong, established in 2021, now has over 600 stores nationwide.

Making Dujjonku at Home Due to High Prices

Provided by CU

Due to high prices and frequent shortages, many consumers are making Dujjonku at home. With each piece costing around 10,000 won, people are recreating the trend in their own kitchens.

The Dujjonku craze is also visible in content created by famous chefs. On December 24, Chef An Seongjae, a judge on the Netflix show "Black & White Chef," released a video on his YouTube channel showing himself and his child making a "healthy" Dujjonku in the shape of gangjeong (Korean rice puffs). The video has surpassed 3.5 million views.

Meanwhile, the retail industry is also launching related products one after another. CU has expanded its lineup with Dubai Chewy Glutinous Rice Cake and Dubai Choco Brownie. GS25 has released Dubai Chewy Choco Ball, Dubai Choco Brownie, and Dubai Style Choco Muffin, while Emart24 is selling Choco Kadaif Mochi and Choco Castella Kadaif Mochi.