Airing Jan. 30, the episode zooms in on the snack that has Korea lining up in the cold and selling out in minutes. Nicknamed “Dujjonku” (short for “Dubai chewy cookie”), the dessert has eclipsed past fads like Honey Butter Chips, brown sugar bubble tea, and tanghulu. Despite the steep price tag―roughly 7,000 to 10,000 won each―fans queue before doors open, and the cookies vanish within minutes.
The mania has sparked wild scenes: resellers flipping boxes at a markup, and even online posts from people trying to buy just the empty wrappers “for the smell.” With even the BBC taking notice, the show asks: Why is Korea so obsessed with Dubai chewy cookies?
Because demand crushes supply, prices for ingredients and finished cookies are shooting up. You can find them popping up everywhere―at rice-soup joints, at jokbal (braised pork) spots, even at hardware stores. One dessert shop owner claims they heard of someone “selling enough Dujjonku to buy a house.” A sushi chef says his top-selling item isn’t salmon or halibut anymore―it’s the cookie―and that overall sales have jumped more than 30%, leaving him stunned by the dessert’s pulling power.
There’s intrigue baked right into the name, too. The famed “Dubai chocolate” may be from Dubai―but “Dubai Chewy Cookies” aren’t a thing there. A Dubai local tells the show they’ve never heard of it, casting doubt on the treat’s supposed origin story.
Experts weigh in to decode the phenomenon. Chef Park Joon-woo―seen on "Culinary Class Wars"―argues that the flavor profile itself hides the secret to its breakout appeal, as the episode unpacks the marketing, psychology, and myth-making behind the craze.
"Curious Story Y"s deep-dive into the Dujjonku whirlwind airs Friday at 8:50 p.m. KST on SBS.
(SBS Entertainment News | Kang Sun-ae)
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