“Is it a Cookie? Or a Miracle?” – The Phenomenon of Seoul’s ‘Dujjonku’

By SeoulfoodMap / January 18, 2026

“Oh man! This is not just a cookie, it’s an explosion of textures!” What’s happening in Korea right now is truly mind-blowing. It’s called ‘Dubai,’ but you won’t find it in Dubai. Born and bred in Seoul, a new fusion dessert called ‘Dujjonku’ (Dubai Chewy Cookie) has taken the nation by storm.

1. The Origin: Not Quite a Cookie, Definitely a Miracle

The ‘Dujjonku’ craze traces back to April 2025, starting with a revolutionary recipe from a small dessert boutique near Seoul called ‘Mont Cookie.’ The fascinating twist? It’s not actually a traditional cookie made of flour. The creator reimagined the structure of Strawberry Mochi, replacing the rice cake skin with a specialized marshmallow dough. Because it’s entirely flour-less and wraps its rich fillings in a chewy marshmallow embrace, it’s technically a ‘Filled Marshmallow Dessert.’ But in the streets of Seoul, we just call it pure magic.

2. The Viral Explosion: From Shorts to Convenience Stores

What started in a tiny bakery ignited a nationwide firestorm through YouTube Shorts and Instagram Reels.

Youtube shorts

–The Power of ASMR: The visual of the marshmallow stretching endlessly when pulled apart, combined with the sharp, rhythmic “crunch” of the Kadaif (shredded pastry) filling, created a sensory addiction for netizens worldwide.
–Corporate Takeover: The trend moved fast. Major convenience store chains like CU and GS25 launched their own versions, followed by giants like Paris Baguette, Dunkin’, and Sulbing.
–The Phenomenon: In a bizarre turn of events, even non-dessert establishments like Gukbap (soup) houses and Sashimi restaurants started selling out of ‘Dujjonku’ as side items.

CU / GS25 / Paris Baguette

3. The Infinite Expansion of the ‘Dubai Chewy Universe

The trend isn’t just staying put—it’s evolving into a literal universe of chewy delights.

–Creative Forms: We now see ‘Dujjonku Kimbap’ (shaped like long rolls), and the ‘Giant Dujjonku’ which can fetch prices over 100,000 KRW! Even the classic winter street snack has been transformed into the ‘Dubai Chewy Bungeo-ppang’ (carp-shaped pastry).
–Social Impact: A ‘Dujjonku Map’ has surfaced to track real-time stock across the city. Even the Korean Red Cross saw a surge in donors after offering these cookies as a gift for blood donations.

@saddlerhaus_bakery / SNS

Writer’s Insight: Why Korea is Obsessed

Korea has always had a deep love for the ‘Jjondeuk-ham’ (chewy texture). By combining the global ‘Dubai Chocolate’ trend with the local obsession for chewiness and crunchy Kadaif, Seoul has created a dessert that is uniquely its own.

““If you’re in Seoul right now, you aren’t just eating a dessert; you’re participating in a cultural movement. Don’t just watch the video—go grab a Dujjonku and hear that crunch for yourself!””

Ordering & Tips

–Where to find it: Check local CU or GS25 convenience stores early in the morning, or visit Mont Cookie in Seoul for the authentic original.
–Price Range: Typically 4,000 – 6,000 KRW for standard sizes, but specialty artisan versions can be higher.
–How to Eat: For the best experience, crack it open slowly to see the marshmallow stretch, then take a big bite to contrast the soft exterior with the crunchy interior.