At 3 p.m. on the 31st, Seongsu-dong, Seongdong-gu, Seoul. The storefront that once drew long lines for the "Dubai jjondeuk cookie" was quiet. Just three weeks earlier, the treats were selling out within an hour or two of opening, but that scene was hard to find. On this day, the Dubai jjondeuk cookie was available in the afternoon with no line.
Nearby dessert cafes saw a similar situation. The owner of one shop said, "The Dubai jjondeuk cookie that used to sell out in the morning now has more than half left in stock even in the afternoon."
The Dubai jjondeuk cookie craze that spread mainly on social media appears to be fading. The "open run," where people lined up before stores opened, has disappeared, and prices of key ingredients such as pistachios have plunged.
According to the online shopping price-tracking app Polcent on the 2nd, the price of "Wonderful Unsalted Pistachios 900g," the top-selling product in Coupang's pistachio category, stood at 28,700 won as of that day. Compared with the price that surged to 85,900 won on the 19th, it fell 66.5%. The top product in the marshmallow category over the same period is also being sold at a price down about 21.4%. All are key ingredients of the Dubai jjondeuk cookie.
The Dubai jjondeuk cookie is a dessert made by mixing white chocolate into a paste of kadaif, a Middle Eastern thin noodle, and ground, roasted pistachios to fill the center, then wrapping it in marshmallow and dusting it with cocoa powder. In the early days of the trend, ingredient prices surged on a spike in demand, but they have recently turned downward.
In small-business owner communities, many also said the Dubai jjondeuk cookie trend is passing. One small-business owner said, "Even if I list leftover pistachios for secondhand transactions, deals are not going through well."
Other small-business owners also wrote, "Everyone is selling (the Dubai jjondeuk cookie) everywhere, so the scarcity is gone," and "I was going to buy Dubai jjondeuk cookie ingredients and packaging, but it seems the trend is over, so I'm hesitating."
A major factor was large franchises rolling out similar products in succession at relatively lower prices. Starbucks on the 30th launched the "Dubai jjondeuk roll," which wraps kadaif and pistachio filling in marshmallow, at six stores nationwide. The price is 7,200 won. That is cheaper than the average price range of 8,000 to 9,000 won at popular commercial districts such as Seongsu-dong.
Ediya Inc. unveiled the "Dubai jjondeuk cookie" on the 27th, and Paris Baguette introduced the "Dubai jjondeuk ball" on the 14th. As the Dubai jjondeuk cookie has become easy to find on the market, its scarcity has diminished. Office worker a person surnamed Lee (27) said, "Since I can get it easily and cheaper at regular cafes, I don't think I'll line up to buy it anymore."
Low repurchase intent is also cited as a limitation. A person surnamed Park (33) said, "There was nonstop talk about the Dubai jjondeuk cookie, so I tried it once, but it didn't live up to expectations, so I don't think I'll buy it again."
Hygiene issues also acted as a headwind. Some stores that fell short of hygiene standards moved into production and sales, using the Dubai jjondeuk cookie like a "loss leader."
According to the office of Democratic Party of Korea lawmaker Seo Mi-hwa, from late last year to January this year there were a total of 19 violations of the Food Sanitation Act related to the Dubai jjondeuk cookie. Lapses in hygiene management and unlicensed operations were the most common, with seven cases each.
Experts say price competitiveness is key for the Dubai jjondeuk cookie to sell steadily beyond a temporary fad. Lee Eun-hee, an emeritus professor of consumer studies at Inha University, said, "As the period led by early trendsetters and followers has passed, the bubble is deflating," adding, "Whether it can establish itself as a lasting dessert depends on whether prices are adjusted."