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Dubai-Style Cookies Have Become The Latest Viral Food Craze In South Korea
Dubai-Style Cookies Have Become The Latest Viral Food Craze In South Korea
Driven by K-pop stars and social media buzz, Dubai-style cookies are selling out across South Korea.
South Korea has a new food obsession, and it is sweet, rich and hard to find. Dubai-style cookies, locally known as Dujjonku, have become the country's latest viral dessert. Inspired by the global craze for Dubai chocolate, the cookies combine chocolate, pistachio cream and shredded pastry called kadaif.
Even people who were not initially interested are being pulled in by the hype. “Even without much initial interest, once you hear that everyone else is eating it, you start wondering just how good it must be," said Nam Su-yeon, a 28-year-old office worker to AFP.
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Searches and Sales Skyrocket
Interest in Dubai-style cookies has exploded in recent months. According to data from Naver, South Korea's largest search engine, online searches for the dessert jumped more than 20 times in the last three months. Searches on food delivery apps surged by 1,500 times in just one month.
So high is the demand that one developer created an online map to track which shops still have stock left. Customers have been lining up outside cafés early in the morning, even as temperatures dropped during South Korea's harsh winter. Convenience store versions of the cookies have also sold out repeatedly.
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According to the BBC, this dessert has become extremely popular across the country. Some shops sell hundreds of cookies in just a few minutes, and even restaurants that do not usually sell desserts are joining the trend.
Not only dessert shops and bakeries, but many other places are now selling it too. Restaurants like sushi bars and cold-noodle shops have added the dessert to their menus.
A company representative told Yonhap News. “Our manufacturing plant's production capacity cannot keep up with demand."
Celebrity Endorsements Fuel the Craze
Celebrity influence has played a key role in spreading the trend. K-pop stars posting photos with the dessert have encouraged fans to try it. A photo shared by IVE member Jang Won-young, showing her lips dusted with chocolate powder, sparked another viral trend known as the “Dujjonku lip."
“It definitely seems like a viral phenomenon," said Hwang Jae-kyoung, a 34-year-old office worker. “In particular, celebrities seem to play a role."
A post shared by Anastasia Jung (@nastya.jung)
Price, Health Concerns and Wider Impact
Each cookie weighs about 50 grams. Right now, the dessert costs between 5,000 won ($3; £2.5) and 10,000 won, but prices are expected to go up because so many people want it, with purchases often limited to two per person. “The price makes sense from a market perspective, but from a consumer's point of view, it is honestly expensive," Hwang added.
Health experts have warned that a single cookie can contain up to 500 calories. Korea University Guro Hospital cautioned that the dessert could “immediately disrupt the body's metabolic balance" and “threaten overall health."
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Despite concerns, the cookies remain hugely popular. “Before long, you find yourself going somewhere else to try it again," Nam said, summing up why Dubai-style cookies continue to dominate South Korea's food scene.
Source: News18
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