"Spending 300,000 Won a Month for Myself"... The 'Self-Reward Culture' Revealed Amid the 'Dujjonku' Craze [World is Z Gold]

Gen Z Finds Satisfaction Through "Small Purchases"
"Gen Z Seeks Joy Even Without Sufficient Income"

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z Gold], we shed light on the lives and values of Generation Z around the world, exploring how they are transforming society.

Among Generation Z in the United States, the so-called "treat culture"-seeking psychological satisfaction through small purchases such as snacks or desserts-is spreading. This is a consumption pattern where people lift their mood and gain emotional comfort through small, everyday purchases. In Korea as well, the trend of "small but certain happiness" is gaining traction, with a growing movement toward finding satisfaction through modest spending.

1 in 2 US Gen Zers "Reward Themselves with Purchases at Least Once a Week"

Dubai Chewy Cookie, known as the original Mont Cookie's Dubai Chewy Cookie. Mont Cookie official website.

Recently, the US business magazine Fortune highlighted the growing "treat culture" among Generation Z. The outlet explained that while this culture is not entirely new, it has become a routine consumption habit for Generation Z. The article noted, "In situations where even getting up in the morning to go to work or dragging yourself to the grocery store feels overwhelming, the idea that 'it's okay to give yourself a little treat' has become widespread among Generation Z." In other words, they seek psychological satisfaction by enjoying relatively affordable items like coffee, drinks, or desserts.

Terren Fielder, a 23-year-old office worker, also considers a delicious lunch as a form of "self-reward." He said, "If I don't have to make lunch myself, I can sleep 20 minutes longer in the morning," adding, "It's not just about spending money; it's about investing in my well-being." He continued, "Buying lunch instead of preparing a packed meal is a small luxury that makes the day a bit more comfortable." Fielder shared that he spends about $200 to $250 (approximately 260,000 to 330,000 won) per month on himself.

This growing consumption trend is also reflected in statistics. According to a report released last year by the global investment bank Bank of America (BoA), 57% of US Generation Z respondents said they reward themselves with purchases at least once a week. BoA analyzed, "Even though their incomes are not sufficient, Generation Z seeks small pleasures to celebrate achievements or to lift their spirits after a gloomy day."

Pixabay

However, there are concerns that this type of consumption could encourage overspending. In the same survey, 59% of Generation Z respondents said that "treat culture ultimately leads to excessive spending." The report warned that "small rewards are becoming a 'slippery slope,' where minor indulgences gradually lead to uncontrollable spending and negative consequences."

The 'Dubai Chewy Cookie' Craze in Korea... Satisfaction Over Price

A similar trend is emerging in Korea. Purchases that are not a heavy burden, such as coffee or desserts, but provide a high level of satisfaction, are being recognized as "small luxuries," fueling rapid growth in the premium dessert market. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), the domestic dessert market grew from 800 billion won in 2014 to 1.5 trillion won in 2024, an increase of about 88% over ten years.

Recently, the so-called "Dujjonku" (Dubai Chewy Cookie) has emerged as a representative example of the premium dessert craze. Dujjonku refers to a dessert made by mixing kadaif (thin noodles from the Middle East) and pistachio cream, then wrapping it in a round shape with marshmallow. Each cookie is about the size of a palm, and typically sells for between 5,000 and 10,000 won. While this is a steep price for a dessert, "open runs" and early sellouts are common. In fact, there are over 35,000 posts on Instagram with the hashtag '#Dujjonku.'

The reason demand continues despite the relatively high price is the consumption tendency of young people, who value satisfaction and experience over price. The desire to find joy in new flavors and unique experiences is driving the consumption of premium desserts.

Jillian Amodio, a social worker at the US counseling agency Waypoint Wellness Center, analyzed that Generation Z, having grown up amid economic instability, COVID-19, and the climate crisis, has come to place greater value on small pleasures in daily life. She added "Small, intentional pleasures become a way to focus on the present," and said, "As 'small luxuries' are actively shared on social media, an environment has been created where treat culture can gain attention."