Dujjonku Once Sold Out Even at 10,000 Won... Is the Craze Cooling with 3,000-Won Versions?

“Dubai-style” products pour out from hypermarkets and convenience stores
Self-employed owners say, “Sales have visibly declined”

The so-called "Dubai Jjondeuk Cookie (Dujjonku)" craze, which had triggered so-called "open runs" and a sharp surge in ingredient prices, is losing steam. Analysts say that as major retail groups such as hypermarkets and convenience-store chains have rolled out a flood of similar products, the dessert’s scarcity value has rapidly faded.

On February 7, multiple media outlets, citing industry sources, reported that Emart and Lotte Mart are each selling "Dubai-style Jjondeuk Balls" and "S'more Dubai Jjondeuk Cookie" in the 3,000 won range. This is less than half the price of Dujjonku sold at existing cafes, where it has typically been priced between 7,000 won and 10,000 won.

Emart24 is also sequentially launching Dubai-style cream bread, chocolate, sandwiches, ice cream, and more. Starbucks has likewise introduced "Dubai Jjondeukrol" and has announced plans to sell in Korea two types of Dubai chocolate beverages that were released in the United States.

Dubai Jjondeukrol sold at a Starbucks store in Seoul. Yonhap News

Dujjonku is a dessert made by filling the center with kadaif and pistachio paste, the main ingredients of Dubai chocolate, and wrapping it in marshmallow mixed with cocoa powder. It is characterized by a chewy texture similar to rice cake, and after gradually spreading by word of mouth from last fall, it has recently enjoyed explosive popularity.

The trend in particular took off in earnest after Jang Wonyoung, a member of the girl group Ive, posted related photos on social media (SNS) in September last year. Numerous independent cafes and bakeries across Korea experienced repeated sellouts, and as ingredient shortages overlapped, some stores even imposed purchase limits. A "Dujjonku map" for sharing store locations selling the product also appeared.

However, in recent weeks, supply has increased to the point where dozens to hundreds of pieces can easily be found at various locations throughout Seoul. The once-soaring prices of pistachios and kadaif have also stabilized. On online self-employed business communities such as "Apeunikka Sajangida (It Hurts, Therefore I Am the Boss)," posts are appearing one after another saying that "the trend has peaked" and that "sales volumes have visibly declined."

Meanwhile, the number of franchise stores of Dalkom Wangga Tanghulu, a leading tanghulu franchise, surged to 531 in 2023 but then fell to 150 in 2024. Some observers are now suggesting that Dujjonku, like tanghulu or giant castella, may end up as only a short-lived fad.