📚 The Ultimate “Dujjonku” Trend Report — From Start to Now 🍫🍪

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✔ Two brands are commonly cited as the origin — and depending on how you look at it, both can be considered the original.

• Dallato (Cheongju, Chungbuk): First to launch a square-shaped “Dubai Chewy Cookie”

• Mond Cookie (Jinju, Gyeongnam): First to launch a round Dubai chocolate chewy cookie wrapped in marshmallow filling

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🧑💬 The term “Dubai Chewy Cookie” itself — and the idea of combining a chewy cookie with Dubai chocolate — did start with Dallato. At the same time, the round-shaped “Dujjonku” most people recognize today was first created by Mond Cookie. So… let’s just call both of them the original and keep the peace 😌

🔗 Dallato’s first Dujjonku post (Apr 9, 2025)

🔗 Mond Cookie’s first Dujjonku post (Apr 16, 2025)

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✔ The nationwide Dujjonku craze began after IVE’s Jang Wonyoung posted about eating one on September 22, calling it delicious

• The dessert she shared — Palette Dessert in Incheon — later gained even more traction when Kim Sejeong and ENHYPEN’s Sunoo posted their own 인증샷 (proof shots)

• Soon after, “Dujjonku” was mentioned by TWS, RIIZE, WOODZ, 얼미부부, and many other celebrities — eventually making it onto KBS News

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🧑💬 At this point, the impact is so massive that it almost feels fair to say: “Dujjonku is the trend Jang Wonyoung launched.”

🔗 Jang Wonyoung’s Palette Dessert post

🗞️ “Dujjonku” featured on KBS News

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✔ During last Christmas season, Chef Ahn Sung-jae recreated Dujjonku in his own style for his children on YouTube — and unintentionally sparked controversy

• The video racked up 4.75M views and 14K comments, with top comments like “I asked for fried chicken and got boiled chicken instead,” and “If you’re going to reinterpret Dujjonku like this, why did you say Edward Lee’s bibimbap wasn’t bibimbap?”— many receiving 60–70K likes

• On Jan 14, his follow-up “A/S video” surpassed 3.5M views and 16K comments within 24 hours, with comments referencing viral catchphrases from Culinary Class Wars 2, earning 60K–100K likes

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🧑💬 After watching the A/S video, turns out even customers at Chef Ahn’s restaurants have been asking, “When are you making Dujjonku?” Some even brought real Dujjonku as gifts for his daughter Siyoung… That said, Duddagangduranmari (Dubai Hard Candy × Egg Roll) was… honestly not it 😅

🎥 The controversial original Dujjonku video

🎥 The “A/S” follow-up video

✔ Dujjonku is now sold everywhere — from gukbap restaurants, ramen shops, tteokbokki spots, to small business owners leveraging the keyword for visibility and buzz

• CU’s Dubai-themed products have surpassed 8.3 million units sold, while GS25’s Dubai chocolate desserts saw sales jump 4.3× compared to launch month

• At Pierre Gagnaire Seoul inside Lotte Hotel Seoul, a Dujjonku-inspired petit four is being served as the dessert for all courses through February

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🧑💬 Convenience stores and small businesses move fast with trends — that’s expected. But seeing Dujjonku appear in 5-star hotel fine dining? That’s rare. Very rare.

🗞️ Hankyung article

🗞️ Hankook Ilbo article

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✔ The Dujjonku trend has now expanded beyond F&B into toys, fashion, and digital content

• Character brand Cheroff Mongmo sold out its first pre-order batch immediately after launching “Dubai Chewy Mongmo” keyrings

• SNOW, a Naver subsidiary, released a Dujjonku AR filter that adds a cookie-like headpiece and chocolate powder smudges — later boosted when ILLIT’s Wonhee posted a selfie using the filter

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🧑💬 On fashion platform ABLY, keywords like “Dubai” and “Dubai Chewy Cookie” ranked for four consecutive weeks from late December to mid-January. At this point, isn’t Dujjonku joining Malatang and Yeopddeok as a permanent companion for women in their 20s and 30s… or is it just me?

🗞️ Newsis article

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