If there's one food that defines South Korea in early 2026, it's not kimchi—it's the dubai chocolate chewy cookie. These small balls dusted with cocoa powder have people willing to queue from 8 AM, shops running out of stock within hours, and the Korean Red Cross even using them as blood donation gifts. For travelers, this isn't just a dessert—it's a trending Korean pop culture experience.
Origins: From Dubai to All of Korea
Dubai Jjondeuk Cookie: My Meringue, Naver Place
In 2022, Sarah Hamouda, founder of Fix Dessert Chocolatier, created a chocolate bar filled with dubai chocolate pistachio cream, tahini, and kunafa (kadayif, finely shredded crispy filo dough). Initially it was only sold at her small shop. Then her TikTok video exploded in December 2023 with over 100 million views.
South Korea responded immediately. According to Tridge, pistachio cream imports to Korea surged 2,400% in 2024. CU launched a local version of the dubai chocolate bar in July 2024—200,000 units sold out almost instantly. But what happened next was far bigger than just a chocolate bar.
Dubai Chocolate Chewy Cookie: The Korean Version More Viral Than the Original
Many Bini Dubai Jjondeuk Cookie (Dubai chewy cookie): Naver Place
In April 2025, Mont Cookie in Gimpo created the dubai chocolate chewy cookie, or dujjonku (두쫀쿠). Take the signature dubai chocolate filling (pistachio cream + crispy kadayif), wrap it in chewy marshmallow, shape it into an egg-sized ball, dust with cocoa powder. Chewy on the outside, crunchy on the inside, and highly photogenic when pulled apart in half.
According to Daxue Consulting, this trend exploded after Jang Wonyoung from IVE posted it on Instagram. CU reported over 1.8 million cookies sold. Long queues became a daily sight. Koreans even coined the term "Dubai chewy kimjang" an event of making dujjonku together like the tradition of making kimchi.
Not Just Cookies: All the Variants Available in 2026
Image from: blondekimchi
According to The Korea Herald and NOL World, variants available in 2026 have gone far beyond cookies. Here's what travelers can find:
- Dubai chocolate mochi — chewy rice cake filled with pistachio and kadayif, from CU (immediately became a top search on PocketCU)
- Dubai chocolate crepe — Crepe Boy in Seochon, ₩7,500 (around Rp85,500)
- Dubai chocolate gelato — Maman Gelato in Seongsu
- Dubai chocolate waffle — KAMONG, a café owned by Kai EXO's sister
- Dubai chocolate bungeoppang — Go Eun Ine Taiyaki at Sinwon Market
- Dubai chocolate salt bread — available at various independent bakeries
At convenience stores, GS25 has Dubai Choco Brownie and Choco Ball. 7-Eleven released Kadaif Chewy Ball. Emart24 launched Choco Castella Kadaif Mochi. Even HiteJinro launched a dujjonku-flavored soju in March 2026.
Dubai Chocolate Prices: Affordable, If You Can Get It
According to The Korea Times and KoreaTravelPoint, dubai chocolate prices in Korea are quite friendly:
- Chewy cookie (bakery): ₩5,000–8,000 (Rp57,000–91,200)
- Chewy cookie (convenience store): ₩3,000–5,000 (Rp34,200–57,000)
- Dubai chocolate bar (convenience store): ₩3,500–6,000 (Rp39,900–68,400)
- Dubai chocolate mochi: ₩3,000–4,000 (Rp34,200–45,600)
Almost all bakeries enforce a maximum limit of 2 pieces per person due to demand far exceeding supply.
Interactive Map: Check Stock Before You Go
According to The Korea JoongAng Daily, a Korean developer got frustrated having to call every shop and scroll through Instagram Stories one by one to check dujjonku stock. So he built his own map — dubaicookiemap.com
This map displays locations of dujjonku-selling shops across Korea. Each shop pin shows a number—that's the remaining stock (for example, "12" means 12 dujjonku left). Below the stock number, the last update time is shown, input directly by shop owners. No app download needed—open directly in browser or check Instagram @dubaicookiemap.
⚠️ This map is entirely in Korean
No English or Indonesian version is available yet — but it's quite intuitive to use. The numbers on each pin show remaining stock count. Use Papago or Google Translate to translate shop names if needed. Tap "내 주변" (bottom menu) to find shops near your current location.
For travelers, this map turns the dujjonku hunt from a blind mission into a planned adventure. Check stock, pick the nearest shop, navigate there with Naver Map.
Hunting Strategy: Bakery vs Convenience Store
Two different paths, depending on how serious your mission is.
Bakery Route (Premium Quality)
For the best dujjonku—generous filling, authentic kadayif, quality pistachio cream. According to KoreaTravelPoint, the three most sought-after names: All The Ugly Cookie in Seongsu, Mont Cookie in Gimpo, and Saddler Haus in Sinsa.
The consequence: arrive 30 minutes before opening. Some shops only accept online reservations on certain days. Check each shop's Instagram for production schedules.
Convenience Store Route (Practical)
Don't have time to queue? CU, GS25, 7-Eleven, and Emart24 all have dubai chocolate variants. Ask the cashier about restock schedules. Dubai chocolate mochi and brownies are easier to find. Golden rule: if you see it on the shelf, grab it immediately.
How to Enjoy Dujjonku Like a Korean
Dubai Jjondeuk Cookie: My Meringue, Naver Place
It's not just about finding them—it's about enjoying them the right way.
- Fresh — marshmallow texture at its chewiest, the most popular way
- Chill for 20 minutes — denser fudgy texture, favorite for those who prefer it firm
- Pull apart in half — this is "the shot" for Instagram and TikTok
- Pair with Americano — the most common combo in Seoul cafés, pistachio sweetness balances with coffee bitterness
- As souvenirs — some bakeries provide special gift boxes, lasts 2–3 days at room temperature
Stay Connected While Hunting Dubai Chocolate
Hunting for dubai chocolate in Korea heavily depends on real-time internet. Activate a South Korea eSIM from Global Komunika before departure so you're connected the moment you land at Incheon, without queuing to buy a SIM card at the airport.
More Than Just a Dessert
Dubai chocolate in Korea isn't just about taste. It's about experiencing how Korea celebrates trends—with excessive enthusiasm, unexpected creativity, and a community that builds interactive maps for a cookie. For travelers, dujjonku is the sweetest way to experience Korean pop culture as it's happening.
