Open Run at Six Limited Starbucks Locations in Seoul
Resale Prices on Secondhand Platforms Reach Up to 50,000 Won
As the "Dubai Jjondeuk Cookie" (Dujjonku) craze continues to cause shortages nationwide, resell listings have appeared on secondhand trading platforms, with prices reaching up to six times the original retail price.
Starbucks Korea's "Dubai Jjondeuk Roll," which went on sale on the 30th, is receiving a flood of review posts. On the right is a post on the secondhand trading platform Danggeun, showing a Jjondeuk Roll priced at 7,200 won each being sold for 50,000 won and another post looking to buy it for 30,000 won. Xbryk·Danggeun
On January 30, Starbucks Korea began selling the "Dubai Jjondeuk Roll" (Dujjonroll) at six stores in Seoul (Yongsan Station Summit R, Reserve Gwanghwamun, Starfield COEX R, Centerfield R, Seongsu Station, and Hongdae Donggyo). The Dujjonroll is a Starbucks reinterpretation of the Dujjonku, featuring kadaif and pistachio paste wrapped in marshmallow. Each roll is priced at 7,200 won.
Starbucks set a daily sales limit of 44 rolls per store, with each customer allowed to purchase up to two rolls. Nevertheless, as soon as sales began, long lines formed in front of the stores from early morning, resulting in an "open run." Despite the cold wave, consumers came prepared in long padded coats and even brought camping chairs to wait in front of the stores.
"Waiting List Closed by 6 a.m."...SNS Flooded with Proof Posts
Numerous "open run" proof posts appeared on various online communities and social networking services (SNS). Reviews and stories of failed attempts were common, such as, "I started waiting at 5:30 a.m. and barely got a ticket," and "I arrived at 6:10 a.m., but the waiting list was already closed." One user commented, "There didn't seem to be more than 30 people in line, but the supply was so limited that they stopped at number 21," expressing disappointment.
Starbucks began selling the "Dubai Jjondeuk Roll" at six stores starting from the 30th. The photo shows citizens waiting to purchase at a Starbucks store in Jongno-gu, Seoul. Photo by Yonhap News
Consumers who failed to purchase the product quickly turned their attention to the secondhand market. That morning, posts offering to pay a premium for the Dujjonroll began appearing on platforms like Danggeun Market, and by the afternoon, prices were soaring.
There were posts offering to buy the product, originally priced at 7,200 won, for 20,000 to 30,000 won, and some sellers listed the rolls at 50,000 won each, stating "no negotiation." This is about six times the original price. Images capturing these posts were shared on online communities, with some users referring to the situation as the "Dujjonroll resell frenzy."
Reviews from consumers who managed to obtain the product also spread quickly. On SNS, reactions ranged from "It looks like sliced gimbap, but the taste is ordinary" and "It's smaller than expected, so not cost-effective," to more positive feedback such as "The chewy and crispy textures blend well" and "It's actually easier to eat than the Dujjonku."
Meanwhile, it has been reported that Starbucks is selling the Dujjonroll through an OEM (Original Equipment Manufacturer) arrangement. Due to the Dujjonku craze, the supply of key ingredients like kadaif and pistachios has been unstable, making it difficult to increase production volumes.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
