February 25th, 2026 - South Korea’s Latest Dessert Craze Fades as Quickly as It Rose

The small, egg-sized desserts once disappeared from display cases within hours. Coated in cocoa and marshmallow and filled with crunchy pistachio cream, the treats known as dujjonkus, or “Dubai chewy cookies”, were nearly impossible to keep in stock just weeks ago. But recently, dozens have been left unsold at the end of the day, a sharp reversal from their peak popularity.

At one Seoul patisserie, owner Seong Jeongmin had been selling around 1,000 a day during the height of the craze. Now, he makes only a fraction of that, and even those linger in the case. He recently removed the four-per-customer purchase limit because demand has dropped so significantly. Customers, he said, barely glance at them anymore.

The dujjonku’s rapid rise and fall reflects South Korea’s pattern of explosive dessert trends. Novelty sweets frequently surge to nationwide fame before fading just as quickly once the market becomes saturated. In recent years, similar cycles played out with overstuffed “fatcarons,” Pokémon-themed bread, and tanghulu which is fruit coated in hardened sugar.

The dujjonku is inspired by Dubai chocolate, a pistachio-filled bar layered with shredded phyllo pastry known as kataifi. After Dubai chocolate became popular globally, a Korean bakery introduced its own chewy variation. Social media posts by celebrities and K-pop idols fueled the hype, sending customers rushing to cafes and convenience stores that began offering their own versions.

At its peak, cafes across Seoul stocked trays of the treats, and customers waited in freezing weather to buy them. An online map even tracked which bakeries had inventory in real time. Marketing experts say the dessert’s chewy texture, vivid pistachio center and perceived foreign origin all contributed to its viral success. But as quickly as interest surged, it waned. Search data shows online interest falling sharply within weeks. Some shop owners say sales dropped dramatically after January. Analysts note that when trendiness itself is the main appeal, demand can evaporate once the novelty fades.

For businesses, this fast-moving cycle can be risky. Specialty shops often open during peak hype, only to close when demand collapses. Even established bakeries feel pressure to innovate constantly. Many are now pivoting to new pistachio desserts or experimenting with the next big thing knowing that in South Korea’s dessert scene, today’s sensation can become tomorrow’s leftover.

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Example: The author’s clever use of onomatopoeia delights children especially.

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