There's a Reason for the "Dujjonku" Craze... The Rise of "Self-Reward Culture" in Snack Spending [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. [World is Z Gold] aims to 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 seek to boost their mood and gain emotional stability through small, everyday expenditures. In Korea as well, the trend of "small but certain happiness" is spreading, with consumers pursuing satisfaction through modest spending.

1 in 2 U.S. Gen Zers Indulges in "Treat Spending" at Least Once a Week

Pixabay

Recently, the U.S. business magazine Fortune highlighted the growing "treat culture" among Generation Z. The magazine described treat culture as "not a new phenomenon, but one that has become a routine spending habit among Generation Z," adding, "In situations where even getting up in the morning to go to work or dragging oneself to the grocery store feels overwhelming, the idea that 'it's okay to give yourself a little treat' is widely accepted among Generation Z." For example, they seek psychological satisfaction by enjoying coffee, beverages, or desserts that are relatively affordable.

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

This trend is also reflected in statistics. According to a report released last year by the global investment bank Bank of America (BoA), 57% of U.S. Generation Z respondents said they indulge in treat spending for themselves at least once a week. BoA analyzed, "Despite not having sufficient income, Generation Z seeks small pleasures to celebrate achievements or lift their spirits after a gloomy day."

However, there are also concerns that this kind of spending could encourage overspending. In the same survey, 59% of Generation Z respondents said, "Treat spending ultimately leads to excessive expenditures." The report warned, "Small rewards are becoming a 'slippery slope,' where minor indulgences gradually lead to uncontrollable spending and negative outcomes."

"Dubai Chewy Cookie" Craze in Korea... Satisfaction Over Price

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

This trend is also appearing in Korea. As relatively affordable but highly satisfying purchases like coffee or desserts become established as "small luxuries," the premium dessert market is rapidly growing. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), the size of the domestic dessert market grew from 800 billion KRW in 2014 to 1.5 trillion KRW in 2024-an increase of about 88% over ten years.

Recently, the so-called "Dujjonku" (Dubai Chewy Cookie) has emerged as a representative example symbolizing the premium dessert craze. Dujjonku refers to a dessert made by mixing kadaif (thin Middle Eastern noodles) and pistachio cream, then wrapping it in a round shape with marshmallow. Each cookie is about the size of a palm, with prices generally ranging from 5,000 to 10,000 KRW. Although this is a steep price for a dessert, "open runs" and early sellouts are common. In fact, on Instagram, posts with the hashtag "#두쫀쿠" now exceed 35,000.

The continued demand despite the relatively high price is driven by the younger generation's tendency to value satisfaction and experience over cost. The desire to find joy in new flavors and differentiated experiences is leading to increased consumption of premium desserts.

Jillian Amodio, a social worker at the U.S. counseling organization Waypoint Wellness Center, analyzed that Generation Z has come to place greater value on small pleasures in everyday life as they have grown up amid uncertainty such as economic instability, COVID-19, and the climate crisis. She added, "Small, intentional pleasures become a way to focus on the present," and "as 'small luxuries' are actively shared on social media, treat culture has found an environment where it can thrive."