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Cookie Craze: Seoul's Dujjonku Delights Spark National Obsession

1/23/2026

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Summary

Story summary

In northern Seoul, hundreds wait in the cold for the dujjonku cookie, with queues forming before sunrise.
Some bakeries limit sales to manage demand, while a live online map helps fans locate stock.
K-pop star Jang Won-young shared photos of the cookie in September, sparking a national obsession by December.
The trend illustrates South Korea's rapid cycles and social media's influence in a densely connected society.

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Story summary

In northern Seoul, hundreds wait in the cold for the dujjonku cookie, with queues forming before sunrise.
Some bakeries limit sales to manage demand, while a live online map helps fans locate stock.
K-pop star Jang Won-young shared photos of the cookie in September, sparking a national obsession by December.
The trend illustrates South Korea's rapid cycles and social media's influence in a densely connected society.