The Rise of “Du-zzonku” in Korea: How the Dubai Chewy Cookie Became a Dessert Sensation
In 2024, one of the most unexpected food trends in South Korea was inspired not by a traditional Korean ingredient, but by a luxury chocolate from the Middle East. The viral success of Dubai chocolate sparked a new dessert phenomenon in Korea: “Du-zzonku” (두쫀쿠) — short for Dubai Chewy Cookie (두바이 쫀득 쿠키). What began as a reinterpretation of Dubai’s rich pistachio chocolate quickly became one of the most sought-after premium desserts in Korea. At its peak, customers lined up for hours, purchase quantities were limited per person, and many walked away empty-handed. So how did a chocolate trend from Dubai turn into one of Korea’s most talked-about cookies? From Dubai Chocolate to a Korean Reinvention Dubai chocolate gained global attention for its luxurious structure: creamy chocolate layered with pistachio paste and crispy kataifi (shredded phyllo dough). The combination of nutty richness and crunchy texture made it both visually striking and deeply satisfying. Korean pastr...