South Korea's Viral 'Dujjonku' Cookie Obsession

In the predawn cold of a northern Seoul neighbourhood, hundreds of people line the street in padded coats, stamping their feet to keep warm. Adults, students and young children wait patiently for the same thing: a Dubai chewy cookie.

Known in Korean as dujjonku, the dessert has triggered queues that begin before sunrise and sell out within minutes. At one bakery, demand grew so intense that sales were reportedly limited to certain days, before in-store purchases were halted altogether to keep up with the viral obsession sweeping South Korea.

The phenomenon has transformed a simple bakery visit into a pre-dawn ritual. In northern Seoul, the line forms hours before opening, with hundreds of people braving the cold for a taste of the viral treat.

What makes this queue remarkable is its diversity. The crowd includes:

• Working adults before their commute
• Students heading to early classes
• Young children with parents
• Food enthusiasts chasing trends

Each person shares the same goal: securing a box of dujjonku cookies before the limited supply disappears. The wait can stretch for hours, but the promise of the chewy, sweet treat keeps the line moving patiently.

The dujjonku is a Dubai-style chewy cookie that has captured the imagination of South Korean consumers. Its texture and flavor profile have created a social media sensation, with images and videos of the cookies spreading rapidly across platforms.

The cookie's rise to fame demonstrates the power of digital word-of-mouth in modern food culture. A single post can ignite a nationwide trend, turning a local bakery item into a must-have commodity.

The dessert has triggered queues that begin before sunrise and sell out within minutes.

What started as a niche import has become a cultural phenomenon, with the cookie's name now recognized across the country.

The intensity of consumer interest forced bakeries to implement drastic measures. At one location, demand grew so overwhelming that sales were restricted to specific days of the week.

Eventually, the situation reached a point where in-store purchases were halted altogether. The decision was made to manage the overwhelming crowds and maintain order.

This level of demand for a single dessert item is unusual even in South Korea's competitive food market. The dujjonku has created a unique scenario where supply simply cannot meet the explosive consumer interest.

• Pre-dawn queues forming regularly
• Sell-out times measured in minutes
• Store policies changing to manage crowds
• Secondary market speculation emerging

The dujjonku phenomenon reflects broader trends in South Korean consumer culture. Food trends often spread rapidly through social media, creating temporary but intense frenzies around specific items.

This cookie obsession demonstrates how global influences can quickly integrate into local food scenes. The Dubai origin adds an exotic appeal that enhances its desirability among trend-conscious consumers.

The phenomenon has also highlighted the generational appeal of food trends, with everyone from students to adults participating in the early morning queues.

Adults, students and young children wait patiently for the same thing.

Such widespread adoption suggests the trend has moved beyond a simple food item to become a shared cultural experience.

The dujjonku cookie craze shows no signs of slowing down. As long as the viral appeal continues, bakeries will likely face ongoing challenges in meeting demand.

The phenomenon serves as a case study in how social media can transform local food items into national sensations. It also raises questions about sustainability—whether this level of demand can be maintained or if the trend will eventually cool.

For now, the pre-dawn lines in northern Seoul continue to grow, with each morning bringing new hopefuls seeking the chewy Dubai cookie that has captured a nation's imagination.