'Du-Bae' Chewy Cookie Craze: Sold Out Despite High Price
Creatrip Team
2 months ago
A new K-dessert called the 'Dubai chewy cookie' (nicknamed 'Du-jjon-ku') has swept South Korea, selling out at cafes and bakeries despite prices of 4,000–9,000 won per piece. The treat combines Middle Eastern kadaif (shredded pastry) and pistachio paste wrapped in marshmallow, offering crunchy, nutty and chewy textures. Its novel flavor profile—different from typical chocolate- and sugar-forward sweets—drove rapid popularity, spawning long queues, social media hunting, and even a ‘Du-jjon-ku map’ showing shop inventory. Some non-dessert eateries have begun selling it because it’s easy to make without a dedicated shop. Hashtags for the cookie number in the tens of thousands, and delivery orders and searches have surged months over month. Experts say the pairing of kadaif and pistachio creates potential for a new dessert genre, but reliance on imported ingredients (pistachios, kadaif, marshmallows) and rising global prices threaten supply.
