Somyeon Noodles and Even Hotteok Used Instead of Kadaif
"Deceiving Consumers in Advertising May Lead to Penalties"
As the craze for Dubai chewy cookies (Dujjonku) continues, there have been numerous cases where alternative ingredients are being used without disclosure, driven by rising raw material costs and the trend's popularity.
Recently, a post titled "Dujjonku Scam Listings Are Starting to Appear" drew attention on an online community. The post featured photos of various so-called "Dujjonku" products and introduced a series of consumer complaints.
One consumer commented on a product sold as "Hotteok Dujjonku," saying, "The outside was chewy and it tasted good, but it seemed like hotteok mix was used instead of kadaif. Considering the price of 9,500 won per piece, it's hard to accept."
"Not the Texture of Kadaif"... Suspicions of 'Somyeon Noodle Use'
Another consumer posted a cross-section photo of a "Dubai chewy cookie" ordered from a particular store, with the title, "Why is there somyeon in a Dujjonku worth 9,500 won?" The post was shared on social networking services (SNS) and surpassed 1.06 million views in just one day.
The appearance of Dubai chewy cookies, presumed to be made with somyeon noodles, which are currently controversial online. X
The product received by this consumer looked significantly different from standard Dubai chewy cookies. The author argued, based on the photo, "Instead of kadaif, the ingredient looked like somyeon noodles." He added, "There was no disclosure about the use of somyeon anywhere in the product description or ingredient list. Just by looking at the appearance, it was clearly somyeon, and it couldn't be considered kadaif."
Complaints were raised not only about the appearance but also the texture. The author explained, "It wasn't the signature crispy texture of kadaif, but rather felt hard and coarse." However, he did not request a refund and instead left a review stating that "the contents in the posted photo and the actual cookie received appeared to be different."
"Deceiving Consumers May Lead to Penalties for Advertising... Lawyer's Warning"
Although high prices are not illegal, experts have warned that advertisements misleading consumers could be subject to penalties.
According to the Chosun Ilbo on January 9, attorney Lee Donho pointed out on his social networking service (SNS), "Selling at a high price is not illegal, but advertising that misleads consumers can be penalized."
He stated, "If you advertise that you used '100% premium pistachios from Dubai' and sell it for 12,000 won, but actually use low-cost paste, the issue is not the price. It is an act of deceiving consumers and could constitute a violation of the country-of-origin labeling law."
Regarding the price controversy, he explained, "Penalties are only possible if there is price collusion among sellers or if a specific company monopolizes the market and controls prices. Simply raising prices is not punishable." He also said, "Dujjonku is not a daily necessity subject to price regulation like rice or water, but a luxury food item. The cost burden from shortages of pistachio spread, kadaif, and rising labor costs is reflected in the price."
The Dubai chewy cookie is a dessert that originated in Korea, inspired by the "Dubai chocolate" trend of 2024. It is made by mixing kadaif (a thin Middle Eastern noodle) and pistachio cream to create the filling, then wrapping it in cocoa powder-coated marshmallow to form a round shape.
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