The Rise and Fall of Dubai Chewy Cookies in South Korea

The phenomenon of Dubai chewy cookies, known as dujjonkus, illustrates the volatile nature of dessert trends in South Korea. These desserts, characterized by their egg-sized shape and a crunchy pistachio filling enveloped in a cocoa and marshmallow coating, have experienced a rapid rise in popularity followed by a swift decline. Seong Jeongmin, a local seller, noted a stark contrast in sales, stating that while he previously sold out of 1,000 cookies in hours, he recently struggled to sell even 250 in a single evening after lifting a limit on customer purchases.

New York Times

The dujjonku is a South Korean adaptation of Dubai chocolate, which gained international acclaim in 2024. The original Dubai chocolate features a filling of pistachio cream and shredded phyllo, known as kataifi. The dessert's popularity surged in South Korea after its introduction in April 2024, particularly as K-pop idols and celebrities began promoting it on social media platforms. This endorsement significantly contributed to its rapid rise, leading to its availability in international markets, including New York, Toronto, Sydney, and back in Dubai.

New York Times

South Korea's dessert market is characterized by its cyclical nature, where novelty items can quickly become sensations before fading into obscurity. Previous trends include “fatcarons” in 2018-2019, Pokémon bread in 2022, and tanghulu in 2023-2024. Experts suggest that the rapid saturation of the market leads to a swift decline in consumer interest, as seen with the dujjonku, which has already begun to languish in display cases.

New York Times

Critics argue that the fast-paced nature of dessert trends can lead to unsustainable business practices. The quick rise and fall of items like dujjonkus can leave producers with excess inventory and financial losses. Seong Jeongmin's experience reflects this concern, as he noted that customers no longer show interest in the cookies that were once in high demand.

New York Times

Industry experts emphasize the need for innovation and adaptability in the dessert market to avoid the pitfalls of rapid trend cycles. They suggest that businesses should focus on creating lasting products rather than relying solely on fleeting fads.

New York Times

“Now, when customers come in, they don’t look at it,” — Seong Jeongmin, Dessert Seller

New York Times

“The rise and fall of dujjonkus or “Dubai chewy cookies” — which, despite the name, are neither cookies nor from Dubai — is emblematic of South Korea’s boom-and-bust dessert fads, according to experts.” — Industry Expert

New York Times

As the dujjonku faces declining interest, industry analysts predict that new dessert trends will emerge, potentially leading to another cycle of rapid popularity and subsequent decline. Businesses may need to pivot quickly to adapt to changing consumer preferences in the dynamic South Korean dessert landscape.

New York Times