두바이 쫀득쿠키

Dubai Jjonddeok Cookie began gaining buzz in the dessert industry from mid-2025, becoming officially popular through various social media platforms and YouTube from December of the same year. By early 2026, it had spread to the extent of creating a major craze across Korean society. However, starting from mid-February 2026, its popularity began to noticeably wane.

Dubai Jjonddeok Cookie is a Korean fusion dessert made by using thin Middle Eastern noodles called kadaif and pistachio spread as a filling, then wrapping it with marshmallow dough. It is also known by its abbreviation 'Dujjonku' (두쫀쿠), and overseas, it's referred to as 'Dubai Chewy Cookie' or 'Dujjonku'. The name 'Dubai' is attached because it utilizes pistachio spread and kadaif, ingredients found in Dubai chocolate, as its filling. However, it is actually a localized dessert created in Korea. Unlike its name 'Jjonddeok Cookie' (Chewy Cookie), it doesn't use flour dough like typical cookies but instead wraps the filling with marshmallow dough. Its appeal lies in its chewy exterior and crispy interior texture, complemented by a savory flavor.

The name "두바이 쫀득쿠키" can be pronounced as "Doo-bye Jjon-deok Koo-kee." The abbreviation "두쫀쿠" can be pronounced as "Doo-jjon-koo."

The popularity of Dubai Jjonddeok Cookie spread primarily through social media and YouTube, gaining significant traction among younger generations as K-pop idols and influencers posted verification photos. Considering that memes like 'Dujjonku Breakup' and 'How to Check if Someone Has a Partner' spread mainly within female-dominated online communities, women in their late teens to early thirties appear to be a primary consumer group. Additionally, the desire to experience the dessert's novelty and trendiness drove overall consumption, leading to its widespread consumption across all age groups.

Dubai Jjonddeok Cookie was consumed and utilized in various ways:

• Mass Media: It appeared or was mentioned in various games and broadcast content, including 'Cat Snack Bar,' 'I Live Alone,' 'MapleStory,' 'Red Underwear Yako,' 'I Love Coffee,' 'Beast Friends,' and 'Cookie Run Series.'
• Memes: An AI song challenge titled 'Who will buy me a Dubai Jjonddeok Cookie?' became popular on short-form platforms. Also, the falafel emoji (🧆), a Middle Eastern food, was sometimes used on social media to represent Dubai Jjonddeok Cookie due to its similar appearance.
• Social Phenomena: Stories of 'Dujjonku Breakups' dealing with conflicts between couples spread online, and the question 'Have you tried Dujjonku?' was sometimes used to subtly check if a person of interest had a partner.
• DIY: The act of making Dubai Jjonddeok Cookies at home was called 'Dujjonku Kimjang' (referring to the traditional kimchi-making process), and a culture of sharing recipes emerged.
• Derivative Products: Various modified menus appeared, such as the long, roll-cake-like 'Dujjonku Gimbap,' the larger and fatter 'Dujjonku Tongdaechang,' and even 'Dubai Jjonddeok Cookie Sushi' made in the form of sushi. Variations using alternative nuts, such as 'Ajjonku' (아쫀쿠) which uses almonds instead of pistachios, also emerged.

Given its popularity, several precautions were associated with Dubai Jjonddeok Cookie:

• Hygiene Issues: Due to its relatively simple preparation method, sales spread across various industries. However, a series of reports of food hygiene law violations were received, leading to controversies over unlicensed operations and unsanitary manufacturing environments. The Ministry of Food and Drug Safety also announced hygiene inspections and crackdowns on related establishments.
• Quality Controversy: Some sellers deceived consumers by not clearly disclosing ingredients, such as using somyeon (thin wheat noodles) instead of kadaif or other nuts instead of pistachios. It was also pointed out that such actions could constitute fraud.
• Health Concerns: Experts warned that Dubai Jjonddeok Cookie is a high-calorie dessert with high sugar and saturated fat content, and excessive consumption could lead to health problems such as cardiovascular diseases, fatty liver, and metabolic syndrome. It is recommended to avoid consuming it on an empty stomach or immediately after a meal, to eat it in moderation rather than all at once, and to pair it with water or unsweetened tea.
• Allergies and Dental Damage: It contains allergens such as wheat, milk, and nuts, so caution is required when consuming it. Furthermore, the inclusion of nut shells or hardened kadaif could cause dental damage.
• Religious Considerations: Most marshmallows distributed in Korea use gelatin extracted from pork as a main ingredient. Therefore, products without Halal certification are difficult for Muslims to consume due to Islamic religious doctrines.