Why Young Koreans Pay for 'Du-zzontku': The Rise of Self-Reward Culture
Creatrip Team
2 months ago
A growing 'self-reward' or 'treat culture' is spreading among Gen Z in the U.S. and South Korea, where small, affordable indulgences are used to boost mood and provide emotional comfort. In the U.S., over half of Gen Z report treating themselves at least once a week, despite financial constraints, though many worry it can lead to overspending. In Korea, a premium dessert trend exemplifies this mindset: 'du-zzontku' (Duabi jjondeuk cookie, a dessert made with kadaif strands and pistachio cream wrapped in marshmallow) has become a viral, often sold-out item despite prices around 5,000–10,000 KRW. Experts say growing up amid uncertainty has made young people value small, intentional pleasures and share them on social media, fueling demand for experiential, satisfaction-focused purchases.
