Starbucks Finally Joins the 'Dujjonku' Craze... Priced at 7,200 Won Each, Will There Be an 'Open Run'?

Limited Release of 'Dubai Jjondeuk Roll' at Six Seoul Stores
Two Dubai Chocolate Beverages Set to Launch Next Month
Craze Spreads Across Franchise Brands

The ongoing craze for the 'Dubai Jjondeuk Cookie (Dujjonku),' which has led to open runs and shortages across the country, shows no signs of slowing down. Starbucks Korea is joining the trend by launching a related new product. With Starbucks entering the fray, some industry observers say that the Dujjonku craze is moving beyond a temporary fad and is now spreading across the entire industry.

Starbucks 'Dubai Jjondeuk Roll'. Starbucks Korea Instagram

Dujjonku is a dessert made with crispy Middle Eastern noodles called kadaif and pistachio paste as the filling, wrapped in a marshmallow mixed with cocoa powder. Its combination of crispy and chewy textures has recently made it explosively popular.

Starbucks to Launch Limited Edition 'Dubai Jjondeuk Roll'

According to industry sources on January 28, Starbucks Korea will release the 'Dubai Jjondeuk Roll' as a limited edition at six stores in the Seoul area starting January 30. The product features kadaif and pistachio paste rolled in marshmallow, offering a Starbucks-style reinterpretation of Dujjonku.

The product can only be purchased by ordering directly from store partners, with a limit of two per person. It will not be available through external channels such as Siren Order, Drive-Thru zones, or delivery services. Each roll is priced at 7,200 won.

Starbucks is not stopping there. Next month, the company also plans to launch two Dubai chocolate-themed beverages in Korea: 'Iced Dubai Chocolate Matcha' and 'Iced Dubai Chocolate Mocha.' These products have already been introduced in the North American market.

Industry Players Rush to Join the Dujjonku Craze

Ediya Coffee Dujjonku Set. Ediya Coffee Instagram

Other franchise chains are also jumping on the Dujjonku bandwagon. Ediya Coffee is exclusively selling a 'Dujjonku Set,' which includes Dujjonku and a beverage, through the delivery app Coupang Eats. Gong Cha has launched the 'Dubai Jjondeuk Chocolate Crush' and 'Dubai Stick Cake.' Yogurt ice cream franchise Yoajeong has also introduced its own Dujjonku product.

Riding on Dujjonku's popularity, more products inspired by Dubai style are being released. Baskin Robbins is selling 'Dubai Style Choco Cookie,' 'Dubai Style Choco Latte,' and 'Dubai Style Choco Mochi.' Paris Baguette has launched the 'Dujjon Tart,' a tart version of Dujjonku.

'Dujjonku Inflation' Becomes Reality... Soaring Ingredient Costs Increase Burden on Small Business Owners

Meanwhile, as Dujjonku's popularity remains high, the prices of key dessert ingredients such as pistachios, cocoa, and marshmallows are rising sharply, increasing cost pressures across the industry. As of January last year, the import price of pistachios was about 15 million won per ton; by January this year, it had jumped to 28 million won, an increase of about 84%. Cocoa, used in cookie dough and toppings, is also seeing rapid price hikes. According to the Korea Agro-Fisheries & Food Trade Corporation (KATI), the import price of unsweetened cocoa powder rose from $6.71 per kilogram in January last year to $10.42 in December, an increase of about 55%.

These rising costs are directly impacting small business owners. One bakery cafe owner shared on an online community that "until the end of last year, Valrhona cocoa was in the upper 30,000 won range, but recently it has risen to 60,000 won," adding, "Some products are now sold out and impossible to purchase." Another business owner reported, "The price of marshmallows, which used to be around 20,000 won per kilogram, has recently soared to over 50,000 won."