'Dubai Tteok' Snack Craze: Small, Pricey Treats Sell Out Among Young Koreans
Creatrip Team
2 months ago
A trendy dessert nicknamed 'dujjonku' (short for Dubai jjondeok cookie) — a palm-sized treat made from marshmallow-like dough, Middle Eastern thin kataifi pastry (카다이프), and pistachio spread — has surged in popularity among South Korea's MZ generation. Despite prices ranging from about 5,000–12,000 won each, many shops face sell-outs as social media posts using #두쫀쿠 top 13,000 and algorithm-driven videos drive demand. High import dependence for key ingredients (kataifi and pistachios) and rising import prices help explain the steep cost, while the MZ preference for small, assured pleasures (소확행) and affordable luxury experiences fuels willingness to pay. Some consumers turn to homemade versions or convenience-store adaptations as retailers like CU, GS25, and Emart24 roll out related products. The trend also drew attention from celebrity chef Ahn Seong-jae, whose YouTube video making a kid-friendly version exceeded 3.5 million views.
