"Buy Dujjonku, Get a Ticket"... Dujjonku Marketing Expands to Cinemas and Amusement Parks

Lotte Cinema Launches Dujjonku Combo
Seoulland Unveils Valentine's Day Gift Set
Emerging as a Breakthrough for Sales Recovery

Recently, "Dubai Chewy Cookie (Dujjonku)" has emerged as a breakthrough for sales recovery. Not only the restaurant industry, but also movie theaters and amusement parks are continuously launching related products.

Seoulland announced an event for Valentine's Day on February 14, offering a Dujjonku gift set to the first 214 couples. Seoulland

Since January 23, Lotte Cinema has been exclusively selling the "Dujjonku Combo" at its World Tower branch in collaboration with the dessert brand Butter & Shelter. The combo, which includes popcorn and a soft drink, is priced at 13,900 won, while the popcorn and coffee set is set at 19,900 won. Immediately after its launch, there was a temporary sell-out, and it was restocked on January 28.

Megabox is continuing its marketing efforts using Dujjonku. At the screening event for the movie "How to Tame Your Boss" at the Bundang branch on January 31, as well as at the re-release screenings of "Even If This Person Disappears from the World Tonight" at three locations including Gangnam on January 31 and February 1, one Dujjonku will be given per ticket. Additionally, starting January 31, the "Dujjonku Combo," which adds Dujjonku to the popcorn combo, will be sold at five branches including Gangnam and Guei East Pole.

Movie theaters also began attracting customers by promoting 'Dujjonku.' Lotte Cinema, Megabox SNS

Promotions using Dujjonku have also expanded beyond movie theaters to various cultural and leisure sectors, such as theater and amusement parks. Seoulland has announced an event for Valentine's Day on February 14, offering a Dujjonku gift set to the first 214 couples. In a mini-game held at 2:14 p.m., the winning couple will receive Dujjonku, and teams of two who are not couples can also participate.

The theater industry is also engaging in Dujjonku marketing. The play "A Killer Story," ahead of its 18th anniversary scheduled for May 15, has attracted attention by producing a poster inspired by Dujjonku. The production company, Studio Teum, stated that it plans to supply the dessert to audiences through partner cafes. The company explained that the intention is to add a small pleasure for the audience without undermining the essence of the performance.

Dujjonku is a chewy cookie-style dessert made by combining kadaif, pistachio spread, chocolate, and marshmallows. The recipe is relatively simple, so it can be made without professional baking skills, which has contributed to its spread. As a result, more businesses across various industries are selling Dujjonku-like products. This is why, when searching for Dujjonku on delivery apps, stores from unexpected sectors appear.

Industry insiders analyze that Dujjonku serves as a "bait product" to attract customers and is seen as an opportunity for sales recovery.