Selling Out Everywhere... 'Ddujjonkku' Sets New Highs Daily as Ingredient Prices Soar

The Ddujjonkku Craze: Takeout Orders on Delivery Apps Quadruple in a Month
Soaring Demand Drives Up Raw Ingredient Prices

The dessert "Ddujjonkku," derived from Dubai chocolate, has surged in popularity, driving up the prices of its raw ingredients. With consumption soaring on social media platforms and delivery apps, the continued rise in the cost of key ingredients such as pistachios is drawing attention to the sustainability of this trend.

Image related to Ddujjonkku posted on social media by Ive group member Jang Wonyoung. Jang Wonyoung Instagram

The 'Ddujjonkku' Craze Spreads via Social Media

Ddujjonkku, short for "Dubai chewy cookie," is a dessert that originated in Korea, inspired by the Dubai chocolate trend of 2024. Its filling is made by mixing kadaif (thin Middle Eastern noodles), a core ingredient of Dubai chocolate, with pistachio cream, then wrapping it in a cocoa powder-coated marshmallow and shaping it into a ball. The exterior is soft and chewy, while the inside is crispy and nutty. Although it is called a cookie, many say its texture is closer to rice cake.

Image to aid article understanding. Screenshot from YouTube channel 'Gombom'

Ddujjonkku began attracting public attention after Jang Wonyoung, a member of the group Ive, posted related photos on her Instagram Story in September last year. Since then, it has rapidly spread on social media, with more than 30,000 posts using the hashtag '#Ddujjonkku.'

Riding this wave of popularity, cafes and dessert shops across the country now offer Ddujjonkku, but in many cases, it is difficult to get unless you visit right after opening.

The craze is also evident in delivery platform data. According to Baemin, the number of Ddujjonkku takeout (pickup) orders during the first week of this month increased by 321% compared to a month earlier. This surge is attributed to the app's October update, which made it easier to find nearby takeout stores, leading to even more related orders. As of December last year, Ddujjonkku searches on Baemin had jumped 25-fold compared to two months prior.

Convenience stores are also introducing similar products. CU launched "Dubai Chewy Glutinous Rice Cake" in October last year and has sold a cumulative total of 1.8 million units. The company reported that supply has not kept up with demand, resulting in frequent sellouts.

Pistachio Prices Up 20%... Ingredient Costs Soar Amid Popularity

However, some question whether the popularity will be sustained in the long term, as prices for key ingredients such as pistachios and marshmallows are soaring. The price of packaging cases used for individual Ddujjonkku servings has reportedly risen from around 100 won to 200 won.

According to industry sources on January 12, a major supermarket has raised pistachio prices by about 20% since the beginning of this year. The main reasons cited are the rising cost of raw materials and the increase in the won-dollar exchange rate (decline in the value of the won).

At this supermarket, the retail price for 400g of shelled pistachios rose from about 18,000 won in 2024 to 20,000 won last year, and has now jumped to 24,000 won this year. The international price of U.S.-grown pistachio kernels is currently about $12 per pound, a 1.5-fold increase from around $8 a year ago.