The Dubai Chocolate fever in Korea hasn’t just stayed hot—it’s reached a boiling point. From saving lives through blood donation drives to massive global franchises joining the race, the “Dujjonku” (Dubai Jjondeuk Cookie) phenomenon is evolving into a cultural mainstay. This guide explores the latest high-end releases from Starbucks and Paris Baguette, and where you can find the best pop-ups in Seoul right now.
🏗️ The Origin Story: Where Did Dujjonku Come From?
You might be wondering, “What exactly is a Dujjonku?” It’s a brilliant Korean fusion of the viral Dubai Chocolate (pistachio cream and crunchy kunafa pastry) and the beloved Korean Jjondeuk (chewy) Cookie texture.
As someone who spends a lot of time in the kitchen working with flour and sugar (I do hold certifications in Korean cuisine and baking, after all! 🥐), I can tell you that the secret is in the texture contrast. It started with creative small business owners in local neighborhoods, but the demand became so “insane” that it caught the attention of the biggest names in the industry.
A Fever That Won’t Cool Down: It’s Saving Lives!
This isn’t just a passing “Instagram trend” for Gen Z. It has permeated every level of Korean society. In fact, it’s actually doing some good!
The Korean Red Cross recently faced a critical shortage of blood supplies. Their solution? Offering Dujjonku as a reward for blood donors.
- Out of 154 donation centers nationwide, 117 centers (75%) provided these cookies as souvenirs.
- In major cities like Seoul, Incheon, and Daegu, events were held twice due to popular demand.
- People were literally lining up the moment doors opened, saying, “I’m here to donate just to get that cookie!” When a dessert can motivate a nation to donate blood, you know it’s more than just a snack; it’s a cultural movement.
🏢 The Giants Enter the Ring: Big Brands Join the Craze
While small bakeries started the fire, big corporations are now fanning the flames with exclusive, limited-edition releases. Here is your “Hunting Guide” for the most sought-after Dujjonku products:
1. Paris Baguette (The Exclusive Trio)
Since January 14th, Paris Baguette has been selling a premium version.
- Price: 7,300 KRW
- Limit: Max 2 per person.
- Where: Only at 3 flagship stores (Gwanghwamun 1945, Yangjae Main Branch, and Lab of Paris Baguette in Pangyo). You won’t find these at your neighborhood franchise spot!
2. Ediya Coffee (The Delivery Surprise)
Launched on January 26th, Ediya’s “Dubai Jjondeuk Bar” is a Coupang Eats delivery exclusive.
- Catch: You cannot buy this in-person at shops, and you can’t buy it alone—it only comes as part of a coffee set. Talk about playing hard to get!
3. Dunkin’ (The Crunchy Munchkin)
Starting January 27th, Dunkin’ introduced the “Dubai-st Jjondeuk Munchkin.”
- Price: 6,200 KRW
- Limit: Max 3 per person.
- Where: Wonders Cheongdam and Gangnam branches.
- Pro Tip: They release them twice a day (11 AM and 4 PM). Get there early!
4. Starbucks (The Newest Heavyweight)
The newest entry! On January 30th, Starbucks Korea dropped the Dubai Jjondeuk Roll.
- Price: 7,200 KRW
- Availability: Only 6 Reserve/Specialty stores in Seoul (Centerfield R, Starfield Coex R, Yongsan Summit R, Reserve Gwanghwamun, Seongsu Station, and Hongdae Donggyo).
- Scarcity: Only 44 units are prepared per day per store. It’s truly a “first come, first served” battle.
- Future Note: Look out for two Dubai Chocolate-themed drinks coming in February!
📍 February 2026: Seoul Dujjonku Pop-up Must-Visits
If you want to experience the peak of this trend, you need to visit these temporary pop-up shops:
| Location | Name | Dates | Address |
| Seongsu-dong | Desert Gems | Jan 17 – Feb 22 | 7 Yeonmujang 7-gil, Seongdong-gu, Seoul |
| Yeouido | Mont Cookie | Jan 19 – Feb 5 | B2, The Hyundai Seoul, 108 Yeoui-daero |
Min’s Pick: The Seongsu-dong pop-up is in the heart of Korea’s “Brooklyn,” making it the perfect spot to grab a cookie and take some aesthetic photos for your feed! 📸
✨ Is the Craze Worth It?
As a local who sees these lines every day, I can tell you: Yes. The combination of the rich, nutty pistachio and that specific “Jjondeuk” (chewy) texture is something you can’t find anywhere else in the world. It’s a uniquely Korean twist on a global flavor.
Whether you’re visiting for the first time or living here, trying to “hunt” down a Starbucks Dubai Roll is a fun way to experience the fast-paced, trend-sensitive heart of Seoul.
A certified Korean chef and baker. Min shares authentic tastes of Korea, from hidden local gems to traditional recipes and everyday lifestyle.
