Hello! Iโm Min, your local trend expert in Korea. While I hold national certifications in Korean cuisine and baking, my real passion is hunting down the latest dessert crazes that take Seoul by storm. Right now, the entire country is caught in a “sweet madness” over something called Dujjonku.
Letโs dive into why everyone from Michelin-star chefs to K-pop royalty is talking about it!
1. What on Earth is Dujjonku?
The name Dujjonku is a cute Korean portmanteau: Dubai + Jjondeuk (Chewy) + Kuki (Cookie).
Itโs the Korean reinterpretation of the viral Dubai Chocolateโthat heavenly mix of pistachio paste and crunchy kataifi. But leave it to Koreans to add that signature “chewy” texture! Weโve taken those rich flavors and stuffed them into thick, fudgy, levain-style cookies.
The Hype by the Numbers ๐
According to the keyword analysis platform Blackkiwi, searches for “Dubai Chewy Cookie” skyrocketed by a staggering 3,700% in just one month. Analysts predict that total searches will hit 1.33 million by the end of January. On delivery apps, itโs a permanent fixture at the top of the search rankings, and offline “Open Runs” result in complete sell-outs within 30 minutes!
2. K-Stars and the Dujjonku Fever: The Ultimate Celebrity Endorsement
If you want to know what is actually trending in Korea, you check the stars’ SNS. But the Dujjonku craze didn’t stop at a single photo; it moved the heart of the most meticulous palate in the country!
๐จโ๐ณ Chef Ahn Sung-jae: A Heartwarming “Dad Moment” with Dujjonku
The biggest buzz right now revolves around Chef Ahn Sung-jae, the superstar judge from Culinary Class Wars. Known for his sharp charisma and strict standardsโalways questioning the “doneness of the vegetables” or the “chef’s intention”โhe recently showed a completely different side of himself on his YouTube channel (Chef Sung Anh).
- The Episode: In a special Christmas video, Chef Ahn invited his adorable children (nicknamed his “Mini Belugas” ๐ณโhow cute is that?!). When his daughter chose Dujjonku as the one dish she absolutely wanted to make with her dad, the world-class chef looked momentarily flustered but quickly rolled up his sleeves. “Iโll make it for you innovatively!” he promised. Watching a Michelin-star chef navigate marshmallows and kataifi to create his own chewy version of the cookie was pure magic.
- The Reaction: This video has absolutely exploded, surpassing 13,000 comments and counting! The internet is in love with “Dad Ahn” rather than “Judge Ahn.” One of the most talked-about moments is when his kids presented him with a mock award called the “Jin-sang” (a hilarious play on words in Korean that usually means a ‘difficult customer’ but here stood for a ‘sincere and hardworking dad’ award). The fact that even the nation’s strictest chef is making Dujjonku for his family has given this trend an undeniable level of “authority.”
โจ The Visual Icons: YoonA & Jang Won-young
It’s not just the culinary world catching the fever. K-Pop royalty is leading the charge, too! Girls’ Generation’s YoonA and IVE’s Jang Won-youngโthe ultimate trendsettersโhave shared their “Dujjonku moments” on SNS, making it the must-have accessory for any foodie. Even rising stars like Jihoon from TWS have hopped on the trend, sharing the satisfying “crunch” of the kataifi with fans.
When you see these icons enjoying a treat, you know itโs more than a fadโitโs a cultural movement!
3. DIY Dujjonku: The “Min-Style” Simple Recipe ๐ช
As someone with a baking license, I know that authentic kataifi can be hard to find. Here is a simplified version so you can taste the magic at home!
- Prep the Filling: Toast some kataifi (or crushed thin vermicelli) in butter until golden. Mix with plenty of pistachio spread and a pinch of salt.
- The “Chewy” Secret: Take a standard chocolate chip cookie dough ball. Flatten it and place a frozen dollop of the pistachio mix (or even a piece of marshmallow) in the center.
- Bake: Bake at 180ยฐC (350ยฐF) for 10 minutes until the edges are crisp but the center remains “Jjon-deuk” (chewy).
- Finish: Drizzle with dark chocolate and crushed pistachios.
4. The Evolution: Will the Fever Last?
Koreans are masters of the “Flavor Crossover.” The craze is already evolving beyond cookies into Dubai Gimbap, Dubai Cakes, and even Dubai Hotteok (sweet pancakes)!
The Future Outlook
Is it a passing fad? While the initial “open run” frenzy might stabilize, the combination of Pistachio + Crunch + Chewy Texture has introduced a new flavor standard to the Korean palate. Much like the “Salted Bread” (Sogum-ppang) craze, I expect Dujjonku to transition from a viral trend to a beloved classic in premium dessert cafes.
A certified Korean chef and baker. Min shares authentic tastes of Korea, from hidden local gems to traditional recipes and everyday lifestyle.
