"7,200-Won 'Dujjonroll' Selling for 50,000 Won"...Resale Prices Soar to Six Times Original

Open Run at Six Limited Starbucks Locations in Seoul
Resale Prices on Secondhand Platforms Reach Up to 50,000 Won

The craze for the "Dubai Jjondeuk Cookie" (Dujjonku), which is causing shortages nationwide, shows no signs of slowing down. Now, even resale listings have appeared on secondhand trading platforms, with asking prices reaching up to six times the original 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 reinterpretation of the Dujjonku in the Starbucks style, featuring kadaif and pistachio paste wrapped in marshmallow. The price is 7,200 won per piece.

Starbucks set a daily sales limit of 44 pieces per store and restricted purchases to two pieces per person. Nevertheless, long lines formed in front of stores from early morning as soon as sales began, resulting in an "open run." Despite the cold wave, consumers bundled up 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

Various online communities and social networking services were flooded with posts certifying participation in the "open run." There were numerous reviews and accounts of failure, 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 seemed to be fewer than 30 people in line, but the supply was so limited that the tickets ran out 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 soon turned their attention to the secondhand market. On the morning of the 30th, posts offering to buy the Dujjonroll at a premium began appearing on platforms like Danggeun Market, and by the afternoon, resale prices were rapidly rising.

Posts offering to buy the product, originally priced at 7,200 won, for 20,000 to 30,000 won continued to appear, while some sellers posted listings at 50,000 won per piece with "no negotiation" allowed. This is about six times the original price. Images capturing these posts were shared in online communities, with some even calling it the "Dujjonroll Resale Frenzy."

Reviews from consumers who managed to get the product also spread quickly. On social media, reactions were mixed, with comments like "It looks like sliced kimbap, but the taste is ordinary," and "It's smaller than expected, so not cost-effective," alongside 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, it is difficult to secure a stable supply of key ingredients like kadaif and pistachios, making it challenging to increase the supply volume.