Dubai Chocolate Founder Praises Korea’s ‘Du-jjon-ku’ Trend for Saving Small Businesses
Creatrip Team
a month ago
Sarah Hamuda, founder of Dubai-based FIX Dessert Chocolatier and creator of the Dubai Chocolate, praised Korea’s creative reinterpretation of her product — the chewy ‘Du-jjon-ku’ (short for ‘Dubai jjondeuk cookie’, a Korean chewy cookie trend inspired by Dubai Chocolate). In a written interview she said she is deeply moved by how Korean consumers reimagined her signature pistachio spread and kadaif-based chocolate into a chewy cookie, calling it a beloved example of cultural reinterpretation. Hamuda recalled the chocolate’s origin as a craving during pregnancy and credited consumers for giving the product its global fame. She highlighted the trend’s real-world impact: Korean bakeries and cafés struggling in the downturn have reported revived sales after launching Dubai Chocolate–inspired items. Hamuda expressed gratitude to Korean fans and emphasized that the emotional connections people make through sharing desserts are what make the phenomenon meaningful.
