The Rise of Dubai Chewy Cookies in Korea
Hello. This is Sarom DNB System. These days, long lines forming in front of pop-up stores and dessert shops often signal one thing: a trending item everyone wants to taste.
The Dubai Chewy Cookie has made a powerful comeback, creating a nationwide craze that goes far beyond a simple dessert trend.
From personal tasting experiences to the impact on small business owners, this phenomenon reflects how one chewy bite can reshape Korea’s dessert scene.
A Familiar Scene: Long Lines for a Single Dessert
When walking through busy streets or department store pop-up zones, it’s easy to spot people lining up.
Most of the time, you already know the reason before asking. When you finally check, it turns out to be exactly what you expected: a popular item everyone is talking about.
Right now, that item is the Dubai Chewy Cookie.
Dubai Chewy Cookie That Didn’t Start in Dubai
Interestingly, despite its name, this dessert did not originate in Dubai.
It was born in a dessert shop in Korea, yet managed to capture nationwide attention.
Compared to its predecessor, the Dubai Chocolate, the chewy cookie is larger, more visually striking, and far more accessible.
From Dubai Chocolate to a Nationwide Sensation
The Dubai Chocolate trend started toward the end of 2024, but its high price and limited availability prevented it from fully taking off.
By contrast, the Dubai Chewy Cookie, often called Duchonku, spread rapidly as more shops began selling it.
In today’s Korea, if there is one word that feels truly hot, it would be Duchonku.
What Exactly Is a Dubai Chewy Cookie?
Duchonku is made by combining butter-roasted kadaif, a type of Middle Eastern noodle, with rich pistachio cream.
This filling is then wrapped in a soft marshmallow-based dough.
Although it’s called a cookie, its texture is closer to a chewy rice cake, soft and stretchy rather than crisp.
First Bite Experience and Lingering Cravings
My first encounter with Duchonku was in early November last year, near Isu Station in Seoul.
Priced at 6,000 won, it felt like a bold purchase, but one bite was enough to say, “This is delicious.”
The nutty crunch of kadaif paired with smooth pistachio cream instantly lifted my mood.
A Dessert That Feels Good and Guilty at the Same Time
The visual pleasure of the marshmallow dough stretching, along with cocoa powder smudged on my lips, made the experience even more memorable.
While I crave it almost every day, I hold back out of concern for both my health and my wallet.
For now, it remains an occasional indulgence rather than a daily habit.
A Korea-Only Dessert Phenomenon
One major difference between Dubai Chocolate and Duchonku is availability.
Duchonku does not exist in Dubai at all; it exists only in Korea.
In a way, it mirrors how French macarons evolved into uniquely Korean-style versions.
From Cafes to Unexpected Restaurants
Any food business that adds Duchonku to its menu sees a noticeable boost in attention.
A long-established shop in Busan’s International Market became famous almost overnight for its version.
Delivery apps consistently rank Dubai Chewy Cookie among their top search terms.
When Demand Outruns Supply
Some shops now limit the number of cookies customers can buy due to frequent sell-outs.
To avoid wasted trips, a Duchonku map showing real-time stock availability has even emerged on social media.
There are jokes online about needing to control Duchonku prices before housing prices spiral further.
Pricing Controversy and Vendor Pressure
Each piece weighs around 50 to 60 grams and typically costs between 5,000 and 6,000 won.
With heavy reliance on imported ingredients, raw material costs have doubled for many vendors.
The production cost ratio reportedly reaches 40 to 50 percent, higher than the industry average, sparking debates over pricing.
A Trend That Supports Small Business Owners
Despite the controversies, this trend highlights the creativity and resilience of small business owners.
Large corporations have yet to release a truly comparable product, even though copycat attempts are common.
The cafe owner credited with developing Duchonku shared that its sudden popularity revitalized once-quiet alleyway shops.
A Dessert That Fills More Than Just Stomachs
A cafe near my home started selling Duchonku at the beginning of the year and saw customer numbers rise sharply without heavy promotion.
In that sense, Duchonku seems to be doing more than satisfying sweet cravings.
It’s quietly helping small business owners fill their once-empty pockets.
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