Why&Next: 'Doo-zzonku' Craze Shows Dessert Economics in Korea
Creatrip Team
7 months ago
A new dessert trend called 'doobai jjondeuk cookie' (두바이 쫀득 쿠키, shortened locally to 'doozzonku') has swept South Korea after recipes spread on social media. The treat layers pistachio spread and crispy Middle Eastern shredded pastry called kadaif (카다이프) inside chocolate and marshmallow for a chewy‑crispy texture that creates satisfying sounds and visuals for short‑form videos. Viral sharing, modisumer (modify+consumer) recipe tweaks, ditto consumption (buying what celebrities or peers buy), and FOMO drove long lines, early sellouts and a “doozkonku map” tracking stock. Small bakeries, cafes and even non‑bakery shops rapidly adopted the item because it’s simple to make in small batches, giving solo businesses a low‑risk way to boost traffic. Major brands and delivery platforms also capitalized on the craze, with related products selling in the millions. However, experts warn the dessert’s longevity is uncertain: similar SNS‑driven fads faded quickly before, and rising costs for imported inputs like kadaif and pistachio threaten margins. The key challenge for vendors is converting short‑term hype into stable, lasting menu value.
