“Have you tried Du-Jjon-Ku yet?” Over the past year, this has become the standard greeting among foodies in Korea. If you have, you’ve likely survived an "Open Run"—the act of lining up before dawn—or mastered the art of "Gwang-keul," the lightning-fast clicking required to snag limited drops online. Or perhaps, you’re simply lucky enough to have that one "superpower" friend who somehow manages to secure these elusive treasures for the whole group.
Known locally as Du-Jjon-Ku—a clever Korean portmanteau for Dubai Jjondeuk Kukie (Dubai Chewy Cookie)—this treat is something you won't actually find in the Middle East, at least not in this form. In a fascinating twist of culinary fate, this purely Korean invention is now being "reverse-exported" back to Dubai, where locals are discovering it as a new way to enjoy the viral flavor profile. While the initial fever seemed like it might cool down toward the end of last year, the recent entry of major retail giants into the market has reignited the fire, making it more accessible yet more talked about than ever.
The Art of the 'Jjondeuk' Fold: How It’s Made
The genius of Du-Jjon-Ku lies in its construction, which first emerged from a small, creative bakery in Gimpo. Unlike a traditional baked cookie, it is built like a delicate parcel. The process begins with Kadaif toasted in butter until golden, then folded into a thick, nutty pistachio spread.
This crunchy core is then wrapped in a layer of soft marshmallow and chocolate-flecked dough, resembling the shape of a large, decadent dumpling. The result is a true "textural plot twist." From the outside, it looks like a simple, cocoa-dusted ball, but one bite reveals an explosion of buttery, crispy Kadaif and rich pistachio spread.
This striking contrast—where the exterior is as chewy as a rice cake (Jjondeuk) and the interior is as crisp as a fresh cracker—is the very soul of the Du-Jjon-Ku experience. Because the recipe and detailed tutorials were shared widely on YouTube, the "secret sauce" became public knowledge almost instantly.
This sparked a massive wave of production across independent cafes nationwide. However, because the final texture and sweetness depend entirely on the chef’s Son-mat, a few "legendary" shops emerged, leading to the ongoing frenzy. As of early February 2026, "Du-Jjon-Ku" remains the #1 searched term on major Korean delivery apps like Coupang Eats.
(Left) A snapshot of Korea's leading delivery app, Coupang Eats, in February 2026, showing "Dubai Jjondeuk Cookie" firmly holding the #1 trending search spot.
(Center) The community-driven "Du-Jjon-Ku Map" providing real-time inventory updates for bakeries near Hongdae University Station, turning the dessert hunt into a strategic game.
(Right) Renowned 3-star Michelin Chef Sung-jae Ahn shares his personal take on the Du-Jjon-Ku recipe on his YouTube channel, further fueling the nationwide obsession.
More Than a Snack: A Nationwide Culinary Scavenger Hunt
Since the preparation is surprisingly simple and accessible, this openness has turned Du-Jjon-Ku into a nationwide family activity. People of all ages now proudly showcase their unique ingredient ratios and "hand-folding" skills on social media. Earlier this year, even Sung-jae Ahn, Korea’s renowned 3-star Michelin chef, posted a video making a "healthy version" for his children.
Dedicated fans have even created digital "Du-Jjon-Ku Maps" to track real-time inventory across the country. Hunting for these cookies has moved beyond simple shopping and into a strategic "treasure hunt" game. This craze is so powerful that businesses completely unrelated to bakeries—such as Gukbap houses and sashimi restaurants—are making their own Du-Jjon-Ku as "bait" items.
They offer the cookie as a special add-on to a main meal, a strategy that has proved incredibly effective. This fever has even spread to the public sector; the Korean Red Cross recently began offering Du-Jjon-Ku as a limited-edition incentive for blood donors, turning the trend into a unique social phenomenon.
While a palm-sized cookie typically ranges from 6,000 to 10,000 KRW, the skyrocketing demand has caused ingredient costs to more than double. Interestingly, many have started using "K-alternatives" like toasted Somyeon or spring roll skins to mimic the crunch. These versions are playfully called "Jjap-jjon-ku," turning a supply chain crisis into a vibrant cultural “play."
The Corporate Wave: Expanding the Dubai Dessert Universe
Now, major retail giants have entered the arena, releasing "limited-edition" versions that slightly alter the original names and shapes to capture the seasonal demand. Global brands like Starbucks Korea, large-scale marts, and luxury hotels are all releasing their own interpretations.
The range of these desserts is also evolving rapidly. While the original is a round ball, we now see "Giant Du-Jjon-Ku," long "Du-Jjon-Ku Gimbap," and fruit-filled versions featuring strawberries. The iconic pistachio-Kadaif combination is migrating into everything imaginable—Dubai Bungeo-ppang, Dubai Waffles, and even pistachio-glazed fried chicken.
Given the immense popularity and the playful spirit of the Korean food scene, these unique variations of "Dubai-style" desserts are likely to continue surprising us with new forms for the foreseeable future.
As Valentine’s Day approaches, the Du-Jjon-Ku fervor is reaching its absolute peak. In Korea, February is a time of sharing affection through unique textures and flavors, and there is no more coveted gift right now than this crunchy, chewy treasure chest.
If you find yourself visiting Korea this season, keep a close eye on cafe windows and delivery apps. You will encounter a wider variety of Du-Jjon-Ku than ever before. Whether you buy one or try making it yourself before the trend hits its final grand finale, experiencing that nutty crunch hidden inside a soft marshmallow shell is the perfect way to taste the dynamic energy of modern Seoul.
FAQ
Is Du-Jjon-Ku actually a cookie?
Technically, it’s more of a "marshmallow ball." Because the marshmallow is used as a wrap and isn't baked into a hard crisp, it retains a mochi-like, elastic texture that Koreans call Jjondeuk. This onomatopoeic expression describes a texture that is dense, elastic, and pleasantly chewy—much like a high-quality mochi or a perfectly fudgy brownie, but with a unique Korean "snap." In the world of K-desserts, Jjondeuk is considered the gold standard of textural satisfaction.
Where is the best place to find them during a trip?
Most local cafes sell them, but you can also use delivery apps or visit department store pop-up shops. Since it’s Valentine’s season, you can easily find limited-edition versions at large franchises like Starbucks.
Why do Kimchi-jjim restaurants sell Du-Jjon-Ku?
Due to the massive search volume on delivery apps, restaurant owners use it as a strategic "set menu" item to attract customers and boost sales. It’s a clever way to stand out in a competitive market.
Is it high in calories?
"Tasty food has zero calories," as Koreans jokingly say, but in reality, one cookie can range from 400 to 600 kcal—roughly equal to two bowls of rice. However, the stress-relieving "ASMR" crunch is worth every calorie.