Around 12 p.m. on Jan. 2 in Seongsu-dong, Seoul. Despite a biting cold with a wind chill of minus 12 degrees, about 100 people bundled up in gloves, scarves, and hats lined up in front of a dessert shop. The queue easily stretched beyond 50 meters.
What they were waiting for was the 8,200-won "Dubai jjondeuk cookie" per piece. Online, it is shortened to "Dubai jjondeuk cookie." The line included not only people in their 20s and 30s but also some in their 40s and 50s.
A person surnamed Kim (52), who said they had waited in line for more than 40 minutes, said, "My college-aged daughter wanted to try the Dubai jjondeuk cookie, so I gave up my lunch break and came out," and added, "I came around 3 p.m. last week and was told it was already sold out, so I came early today." About 150 people bought Dubai jjondeuk cookies within an hour of the store opening that day, and the prepared stock sold out 1 hour and 30 minutes after opening.
◇ Nearly 10,000 won each… "People buy it even if it's expensive"
The Dubai jjondeuk cookie craze has not cooled in the new year. People are racing to line up at store openings while others compete to order on delivery applications (apps). Despite the steep price, demand is outstripping supply, and many stores sell out as soon as they open. In the industry, the Dubai jjondeuk cookie is seen as a dessert trend, and related products are being released one after another.
The Dubai jjondeuk cookie is a Korean-style dessert derived from the "Dubai chocolate" that went viral worldwide in 2024. It is filled with kadaif, a Middle Eastern shredded pastry, and pistachios, wrapped in marshmallow dough and shaped like chapssaltteok. The outside is chewy, but the inside retains the distinctive nutty yet sandy crunch of kadaif. Among consumers, some even describe it as "like chewing nutty sand inside a chewy rice cake."
The price is somewhat expensive for its size. That is because both kadaif and pistachios, the main ingredients, are imported, and most of the production is done by hand. As a result, the Dubai jjondeuk cookie is priced between 5,000 won and 10,000 won per piece.
Still, customers keep coming. In front of a popular Dubai jjondeuk cookie shop in Seongsu-dong, a long line had already formed an hour before opening. The first customer arrived an hour and 30 minutes before the noon opening and waited in front of the store. A Japanese tourist passing by said, "The line is very long," expressing surprise.
A person surnamed Park (25), who was in line, said, "I came out in the morning to give it to my girlfriend," and added, "Considering its popularity, the line is actually short." Over about two hours of on-site observation, four out of five customers filled the purchase limit of four and headed to the register.
◇ Delivery is a battle too... "The heat could fade quickly"
This scene is not limited to Seongsu-dong. At a store in Ilsan, Gyeonggi, 1,200 prepared pieces sold out in 37 minutes on the 25th of last month. With the maximum purchase capped at six per person, that means at least 200 customers came through in just over 30 minutes. Office worker Kim (26) said, "My younger sibling and I waited an hour and bought 12," adding, "It was cold and tough, but considering the taste, it was worth it."
Consumers trying to avoid the opening rush flock to delivery apps, but the situation is similar. Since most stores open in the morning, on delivery platforms such as Baemin and Coupang Eats, the Dubai jjondeuk cookie sometimes topped the search rankings in the morning hours.
Competition is fierce, and many say they fail to place orders. Most stores limit delivery purchases to 1–4 items, but they sell out within 20–30 minutes of opening.
Buoyed by the popularity of the Dubai jjondeuk cookie, various spin-off menu items featuring Dubai chocolate—such as tarts, mochi, hoppang, and puddings—are appearing one after another, mainly at independent cafes. Experts, however, noted that dessert trends can change quickly. Lee Eun-hee, a professor of consumer studies at Inha University, said, "Desserts have high substitutability, so if a new trend emerges, the heat could fade quickly."