[The Editors' Verdict] The Hidden Side of "Dujjonku" and "Young Forty" That Has Caught the Attention of Foreign Media

Not Just a Passing Trend, but a Social Phenomenon
Bittersweet Popularity Rooted in Economic Downturn and Generational Conflict

The dessert "Dubai Chewy Cookie" (Dujjonku) is enjoying popularity beyond imagination. Amid a frenzy of sellouts, consumers are willing to stand in line for hours just to buy it. The term "blood donation open run" has even emerged. When the Korean Red Cross held a Dujjonku giveaway event, blood donation centers were packed with young people eager to donate blood from early in the morning. Not only dessert shops and bakeries, but even restaurants that traditionally did not serve desserts, such as sushi and naengmyeon (cold noodle) restaurants, have started selling it.

On secondhand trading platforms, there have even been posts selling "empty paper bags" that once contained Dujjonku for 500 won. The seller took advantage of the scarcity, claiming "the bag might still smell like Dujjonku" and offered the used bag as a product. Riding the wave of popularity, counterfeit Dujjonku has also appeared.

Foreign media have also taken note of this phenomenon. The BBC recently reported, "A dessert inspired by Dubai chocolate has taken South Korea by storm," evaluating that Dujjonku has grown beyond a simple fad to become a social phenomenon. The report added that hundreds of Dujjonku are sold out within minutes, and the prices of key ingredients such as pistachios and kadaif have surged. It also noted the emergence of maps that allow real-time tracking of stores selling Dujjonku and their stock status, and reported that "some shops have begun limiting the number of purchases per person."

The BBC also highlighted another unusual trend in Korea: "Young Forty" (Young Forty). Originally, Young Forty was a positive term describing the trendy lifestyle of middle-aged people. However, it has recently been used negatively, especially in AI memes and other online content. A typical depiction is "a middle-aged man dressed in street fashion, holding an iPhone." In the past, "Kkondae" was a derogatory term for the authoritarian older generation, but now Young Forty is said to be taking its place. The BBC also pointed out the emergence of the term "Sweet Young Forty," which mocks middle-aged men who flirt with younger women.

The common thread between these two phenomena is that they are trends among younger generations. However, underlying both is a negative perception of society among young people.

Dujjonku is related to the recent trend keyword "experiential luxury." In the midst of an economic downturn, the "small luxury" trend among young people-finding psychological satisfaction with relatively little money-is cited as a key reason for Dujjonku's popularity. Young people, unable to afford expensive items like cars or homes, consume Dujjonku as a "small luxury for themselves" that is rare and allows them to participate in trends.

The background of the Young Forty meme's popularity is the younger generation's resistance to Korea's strict age hierarchy. The BBC analyzed, "Young Forty is a phenomenon that shows growing skepticism among Korea's younger generation toward the almost obligatory respect for older people." In the past, "Kkondae" was a derogatory term for the authoritarian older generation, but now Young Forty is said to be taking its place.

Of course, these are not the only reasons for these trends, but it is clear that the backdrop includes the economic downturn, youth unemployment, and deepening generational conflict. The number of people in their 30s classified as "resting" in Korea has surpassed 300,000, reaching the highest level since statistics began, and the unemployment rate among those aged 15 to 29 has risen to 6 percent, the highest in three years. Rather than feeling pleased that trends in Korea are attracting global attention, reading these foreign reports leaves a bitter feeling.