Will Prices Fluctuate as Major Players Enter? The Future of “Dujjonku,” Already Pricier Than Premium Beef

Pricier Than Premium Beef Despite Its Petite Size
Small Luxury Trend Drives Sky-High Prices
Major Franchises and Popularity in China and Japan?What’s Next for Dujjonku?

South Korea is currently experiencing a “Dubai Chewy Cookie” (Dujjonku) craze. Dujjonku, a dessert made by wrapping savory pistachios and crispy kadaif in sweet chocolate and marshmallow, is being sold at prices higher than premium Korean beef, despite each piece weighing only 40 to 70 grams-smaller than a tangerine. For example, at a cafe in Yongin, Gyeonggi Province, a 53-gram Dujjonku costs 6,800 won, which translates to 1,280 won per 10 grams-more expensive than 1+ grade beef sirloin sold on Coupang (1,172 won per 10 grams). The price of Dujjonku continues to soar due to skyrocketing raw material costs, yet consumers are still lining up to purchase this small luxury to lift their spirits.

The problem is that the entry of major domestic and international buyers could push Dujjonku prices even higher. Large franchises such as Paris Baguette and Twosome Place have announced the launch of new Dubai chocolate products, and the nation’s three major convenience store chains, each with tens of thousands of outlets, have joined the trend as well. With Dujjonku showing signs of gaining popularity in China thanks to the K-wave, self-employed business owners are scrambling to stock up on raw materials amid growing anxiety.

With Dujjonku’s Popularity, Pistachios Become “Green Gold”-Prices Double in Three Months

According to the retail industry on January 21, the price of key ingredients for Dujjonku has more than doubled in recent months. For example, shelled pistachios, which can be purchased immediately, are now being distributed at 110,000 to 120,000 won per kilogram. Compared to three months ago, in October last year, when the price was around 50,000 won, this represents a more than twofold increase. Pistachio prices had already been rising in recent years due to poor harvests caused by global warming. Now, with the worldwide popularity of Dubai chocolate, pistachios have become so expensive that they are being called “green gold.”

The owner of a cafe in Seongnam, Gyeonggi Province, who sells Dujjonku, said, “These days, the most enviable people in the industry are those who stocked up on pistachios at low prices. I bought in bulk at around 80,000 won, but after more than a month, the delivery still hasn’t arrived, so I go to Costco every day and keep buying expensive pistachios that are delivered immediately.”

The situation is the same for kadaif, a thin Middle Eastern noodle. Over the same period, the price for 5 kilograms of kadaif has increased from around 60,000 won to 140,000 won-again, more than double. Some sellers have resorted to using alternatives such as somyeon (thin wheat noodles), but strong consumer resistance makes it difficult to find suitable substitutes. In addition, the prices of marshmallows and cocoa powder have also risen two to three times, continuously driving up the price of Dujjonku.

As a result, there has been a rise in supply scams targeting anxious store owners. Scammers use the names of already-closed suppliers, contacting business owners through threads or direct messages on platforms like cafes, offering low prices and fast delivery to lure them in. In self-employed business communities, people are sharing experiences such as, “I found out during the payment process that the account was linked to fraud,” and warning others that “since domestic pistachio supplies are depleted, any offers at low prices are likely to be scams.”

Paris Baguette, Twosome Place, and the Big Three Convenience Stores: “Major Players Are Scooping Up Pistachios”

The problem is that major players are rapidly entering the Dujjonku market, which is likely to drive raw material prices even higher. SPC, which popularized Dubai-style donuts at Dunkin’, is rolling out similar new products at Paris Baguette, Paris Croissant, and Baskin Robbins. Paris Baguette, for instance, began offering “Dubai Chewy Ball” at three locations-PB Yangjae Main Store, Lab of Paris Baguette, and Gwanghwamun 1945-starting on January 14.

In addition, dessert powerhouse Twosome Place plans to launch the “Duchosaeng” (Dubai Chocolate Fresh Cream Mini) on January 30. Convenience stores CU, GS25, and 7-Eleven, each with over 50,000 franchise locations nationwide, have also announced new product launches. Dujjonku is currently the top-selling item on each company’s app, highlighting its significant impact.

As a result, small business owners who have been driving the Dujjonku market are feeling a sense of crisis, saying, “Large corporations are sweeping up pistachios and kadaif.” An industry insider commented, “Even now, unless you’re a major local bakery, individual cafe owners have to buy pistachios or kadaif at prices similar to retail. If franchises with significant purchasing power fully enter the market, small business owners will face even greater difficulties.”

The Dujjonku trend, fueled by the K-wave, is also taking off in China and Japan, which could further drive up raw material prices. On Xiaohongshu, the Chinese version of Instagram, influencers are posting tasting and recipe content about Dujjonku. In Japan, cafes in Shin-Okubo, Tokyo’s largest Koreatown, have also started selling Dujjonku.

However, some believe the Dujjonku craze will soon peak and subside, leading to price stabilization. They point out that, like other once-popular menu items-such as Honey Butter Chips (17 months), Taiwanese Castella (15 months), macarons (30 months), and brown sugar bubble tea (15 months)-Dujjonku will eventually be pushed aside by other desserts and disappear from consumers’ attention. On the other hand, many argue that Dubai chocolate can be adapted into various desserts and will become a flavor category of its own, sustaining raw material demand for a considerable period.

An industry official said, “The sharp rise in raw material prices is partly because Dujjonku has become so popular that it’s being sold not only in dessert shops but even in Korean soup restaurants and bedding stores. It is also because suppliers, uncertain about future supply, have rushed to secure ingredients in advance. Uncertainty over how long the trend will last is fueling bulk purchases out of fear of further price increases, which in turn is accelerating the upward price trend.”