In the dessert market, the "Dubai jjondeuk cookie" is gaining popularity among people in their 20s and 30s, prompting major food and retail companies to roll out related new products. The trend began on social media and companies are releasing a slew of items similar to the Dubai jjondeuk cookie that had been sold at independent cafes.
According to the retail industry on the 19th, CU, the convenience store operated by BGF Retail, launched the "Dubai mini towel cake" on the 14th. CU released the "Dubai jjondeuk macaron" and "Dubai jjondeuk chapssaltteok" in Oct. last year, and plans to sequentially introduce Dubai desserts such as "bite-size Dubai jjondeuk chaltteok" and "Dubai jjondeuk choco." According to BGF Retail, since Dubai-related products were introduced at CU, the cumulative sales volume of Dubai-concept products released to date has reached 8.3 million units.
GS25, the convenience store operated by GS Retail, recently added "Dubai choco sorbet ice cream" and "matcha choco Dubai jjon ball," following existing items such as "Dubai jjondeuk choco ball" and "Dubai jjondeuk cookie." According to GS Retail, sales of Dubai chocolate desserts (choco balls, brownies, etc.) in Dec. last year were more than about four times higher than in Jan. of the same year.
Convenience store 7-Eleven is selling the "Dubai-style kadayif fat macaron." The "kadayif jjondeuk ball," launched on the 1st of this month, gained significant popularity, and the new item was released as a follow-up. All of these products took inspiration from the Dubai jjondeuk cookie and used main ingredients such as kadayif noodles and pistachio cream. 7-Eleven's kadayif jjondeuk ball surpassed sales of 150,000 units within two weeks of its launch.
A convenience store official said, "Supply of Dubai-related products cannot keep up with demand," adding, "Production is difficult, and as popularity continues, even a shortage of ingredients has occurred, making additional production challenging."
The food industry is also actively launching new products. Paris Baguette, operated by SPC Group, recently released the "Dubai jjondeuk ball." It is being sold in limited quantities at three directly managed stores: Yangjae main store in Seoul, Lab of Paris Baguette, and Gwanghwamun 1945.
Dunkin, the donut brand operated by SPC B.Korea, is also selling the "Dubai-style chocolate donut" and "K-Dubai st black sesame donut." Knotted likewise joined the trend by launching three limited-season Dubai donuts last month.
Cafe franchise A TWOSOME PLACE is preparing to launch the "Dubai chocolate chocolat fresh cream cake mini." It is a product that combines kadayif and pistachio cream with the brand's signature strawberry chocolate fresh cream cake. Preorders start on the 26th, and sales begin nationwide on the 30th.
Beauty brand BIODANCE is holding an event at CJ Olive Young's online and offline stores, offering the Dubai jjondeuk cookie for three weeks to 40 customers each week selected by lottery from among those who purchased promotional products.
The industry views the Dubai jjondeuk cookie as a rare hit item in a sluggish dining and dessert market. A food industry official said, "Dubai-related products tend to be hits as soon as they are released," adding, "As even desserts modified by adapting the ingredients are succeeding, related product launches will likely continue for some time." Lee Jong-woo, a professor of business administration at Ajou University, said, "This is a case of increasing added value through premiumization in a bakery and dessert market facing growth limits."