This Time, It's Bungeoppang... Seven Times the Price but Still Sells Out: The Expanding 'Dujjonku' Craze

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The ongoing craze for "Dubai Chewy Cookie (Dujjonku)" has now led to the emergence of a new variation: "Dubai Bungeoppang." Despite its high price of 7,500 won per piece, some stores have become so popular that customers must line up before opening hours to purchase it. On January 12, numerous photos of the product, along with signs reading "Dubai Bungeoppang 7,500 won," were posted on various online communities and social networking services (SNS). The cross-section of the Bungeoppang in these photos reveals that it is filled with kadaif, a key ingredient in Dubai chocolate. Considering that regular Bungeoppang typically costs between 1,000 and 2,000 won, this is an unusually high price.

Dubai Bungeoppang is characterized by fillings such as Nutella chocolate, pistachio spread, and kadaif instead of red bean paste, and it has recently become popular along with the rising trend of Dubai chocolate. X

Dubai Bungeoppang is characterized by its fillings of Nutella chocolate, pistachio spread, and kadaif instead of the traditional red bean paste. While some praise it as a reinterpretation of the classic winter snack Bungeoppang into a "premium dessert," there is also controversy regarding whether the high price is justified. Dujjonku is a dessert made by wrapping kadaif mixed with pistachio spread in marshmallow and coating it with cocoa powder. Inspired by the global "Dubai chocolate" trend that went viral last year, it was created in Korea, although its original developer remains unknown.

The dessert's popularity skyrocketed after Jang Wonyoung of the girl group IVE posted a photo of it on SNS in September last year. Its profile was further boosted when celebrities such as actress Go Yoonjung and Kim Sejeong mentioned it, and a video featuring Chef Ahn Sungjae-known as a judge on the variety show "Black and White Chef"-making Dujjonku with his daughter also went viral.

The Dubai chocolate craze, initially considered a temporary trend, has been reignited with the emergence of Dujjonku. As new variations like "Dujjonku Gimbap" (Dujjonku rolled like Gimbap), "Dujjonku Cake," and now Bungeoppang appear, some analysts believe it is evolving into a full-fledged dessert phenomenon. With demand surging, a user-created "Dujjonku Map" was launched on January 6, allowing people to share store locations and inventory status by region. This map quickly spread on SNS.

The Dubai chocolate craze, initially considered a temporary trend, is reignited with the emergence of Dujjonku. Photo by The Asia Business Daily Database

The distribution industry is also actively capitalizing on this trend. Lotte Department Store has been operating Dujjonku pop-up stores at major locations since January, while Paris Croissant, an SPC affiliate, has launched "Dubai-style Chewy Ball" at select stores in the Seoul metropolitan area. Convenience store chains have also joined the competition by introducing related products in succession.

The Dujjonku craze is spreading overseas as well. Stores selling related products have appeared in the Korean Wave district of Shin-Okubo in Tokyo, Japan. Ironically, however, "Dujjonku" does not actually exist in Dubai. Industry experts describe this as a classic case of trend-driven consumption fueled by SNS, celebrity endorsements, and scarcity marketing, but also note that consumer fatigue over price and quality could become a factor.

However, the trend is not without controversy. In addition to debates over the high price, there are disputes over who created the original version and criticism of excessive commercial tactics. There have even been reports of unrelated restaurants such as sashimi, sushi, and soup establishments making and selling Dujjonku. Some have questioned whether it is appropriate to sell a dessert under the Dubai name when it does not actually exist in Dubai.