The popularity of the Dubai jjondeuk cookie (hereafter Dubai jjondeuk cookie), which started in Korea, is spreading overseas to the Middle East and Japan. As it has advanced to the stage of being produced and sold at local cafes and stores abroad, the industry views this as a "reverse export case of K desserts." However, there are differing interpretations on whether this spread will remain a simple fad or lead to a flagship K dessert product.
On the 3rd, according to the United Arab Emirates (UAE) outlet Timeout Dubai, a cafe in Dubai recently began selling the Dubai jjondeuk cookie under the name "Dubai Chewy Cookie." The price is 29 dirhams per piece (about 11,400 won). The outlet introduced the Dubai jjondeuk cookie as one of the "dessert trends to watch this year," noting, "As a dessert that has gained explosive popularity in Korea, there is a strong possibility the heat will soon continue in Dubai."
The British outlet BBC also highlighted Korea's recent dessert trends and mentioned the Dubai jjondeuk cookie. The BBC said, "After IVE member Jang Won-young posted a photo of the Dubai jjondeuk cookie on social media (SNS), its popularity exploded," adding, "A map that shares sellers and inventory status of the Dubai jjondeuk cookie in real time has also appeared."
In Japan, the keyword "Dubai Jondeuk Cookie (ドバイ ジョンドゥククッキー)" is spreading mainly on social media (SNS). Cafes around Shinjuku in Tokyo are selling it under the name "Korea's viral chewy cookie," emphasizing that it is a Korean trend cookie. In addition, posts on SNS show a growing number of reviews about producing and selling the Dubai jjondeuk cookie in Singapore, Thailand, Malaysia, and Vietnam.
The Dubai jjondeuk cookie is a K dessert inspired by a chocolate from the United Arab Emirates corporations Fix that includes kadaif and pistachio spread. As a product that reinterprets and localizes Dubai chocolate in a Korean style, it has been selling well for more than six months.
In the industry, the Dubai jjondeuk cookie is evaluated as a "reverse export of K desserts," given that it first trended in Korea and is now being sold again overseas, including in Dubai. In particular, the "format" is cited as the reason the Dubai jjondeuk cookie spread quickly abroad. The combination of ingredients that are not complicated enough that anyone can make it, the strong sweetness, the visual effect of stretching, and a sense of connection with K-pop stars combined so that the consumption method itself became content.
A confectionery industry official said, "The Dubai jjondeuk cookie gained marketability with just the description 'a dessert that trended in Korea,' without a specific brand," adding, "The key background of its overseas spread is that the consumption method and trend were delivered together rather than the dessert itself."
In addition, the recent global rise in interest in K content overall is cited as a background for the Dubai jjondeuk cookie boom. A food industry official said, "Consumption of K content is expanding beyond specific stars or works to experiences and sharing of the daily lives and tastes of Koreans," adding, "The Dubai jjondeuk cookie has also attracted overseas interest as a food that Koreans enjoy these days, rather than simply a 'Korean-style dessert,' so the boom is likely to continue for the time being."
However, some in the industry say it is premature to conclude that the reverse export trend of the Dubai jjondeuk cookie is a success story for K desserts. Most overseas sales cases so far have been limited-time menus at local cafes and have not developed into a structure with branding or a distribution network. In addition, given the high price volatility of key materials and supplies such as pistachios and kadaif, there is a strong possibility this will become a long-term burden.
A franchise industry official said, "The Dubai jjondeuk cookie is closer to an experimental case showing that a dessert reinterpreted in a Korean style can also work overseas than a finished export product," adding, "If a large corporation standardizes it and succeeds as a brand, it could establish a new reverse export model, but otherwise it is likely to end as a short-term fad."
Lee Eun-hee, a professor of consumer studies at Inha University, said, "The Dubai jjondeuk cookie is meaningful in that it allowed us to confirm the global reaction to desserts reinterpreted in a Korean style," adding, "If this leads to developing desserts and foods infused with Korea's unique ingredients or identity, it could create a sustainable K food reverse export model." She added, "It is time for a strategy that analyzes which elements appealed to overseas consumers and connects them to the next product."