South Korea is currently witnessing a massive cultural phenomenon centered around the Dubai Sticky Cookie. This hybrid dessert took the nation by storm between late 2024 and early 2026. It combines Middle Eastern ingredients like kataifi and pistachio with a unique Korean chewy cookie format. Consequently, the trend has transformed from a simple social media meme into a multi-million dollar market segment.

The origin of this craze traces back to the United Arab Emirates. Fix Dessert Chocolatier in Dubai first popularized a chocolate bar filled with crunchy kataifi and pistachio cream. This specific combination created a global viral sensation across various social media platforms. Eventually, the trend reached the Korean peninsula where local bakers decided to reinvent the recipe.

Korean entrepreneurs introduced the Dubai Sticky Cookie, known locally as Dujjonku, as a fusion innovation. This version wraps the classic pistachio and kataifi filling inside a chewy marshmallow-based dough. Moreover, the exterior receives a thin coating of cocoa powder to mimic the look of the original chocolate bar. This texture play between the crunchy interior and chewy exterior defines the K-dessert version.

By November 2025, search traffic for Dujjonku reached unprecedented levels on major Korean portals like Naver. Specifically, the term consistently occupied the top ten spots in the popular food search category. Meanwhile, Instagram recorded over 13,000 unique hashtags dedicated to this specific cookie. This digital footprint signaled a massive shift in consumer interest toward Middle Eastern flavors.

Major retail players quickly recognized the commercial potential of this viral meme. BGF Retail, the operator of CU convenience stores, launched a dedicated line of Dubai-themed desserts. These products sold over 8.3 million units cumulatively within a few months of their debut. Furthermore, the company reported that the first 100,000 units sold out in just one week.

GS25 followed this momentum by introducing three variations of the Dubai Sticky Cookie. The retailer achieved a staggering 97 percent sell-through rate for its initial stock. Additionally, the company observed a four-fold increase in overall dessert sales compared to the previous year. This performance highlights the immense power of trend-driven product placement in the retail sector.

Despite temperatures dropping below minus ten degrees Celsius, consumers formed long lines outside small dessert boutiques. These open runs became a common sight in trendy neighborhoods like Seongsu and Hongdae. Many shops implemented strict purchase limits of one or two cookies per person. Therefore, the scarcity of the product significantly boosted its perceived value among Gen Z consumers.

The visual appeal of the cookie plays a crucial role in its continued success. When cut in half, the bright green pistachio cream contrasts sharply with the golden kataifi. This specific visual element makes the dessert ideal for short-form video content on TikTok and YouTube. Consequently, the act of photographing the cookie has become as important as the act of eating it.

The trend has also impacted the broader supply chain for specialty ingredients. Prices for imported kataifi and high-quality pistachio spread have surged due to the sudden spike in demand. Some industry analysts have coined the term Dujjonku-flation to describe this localized economic pressure. Nevertheless, small bakeries continue to prioritize these ingredients to maintain authenticity.

Digital platforms like Karrot Market have seen a rise in secondary trading for these hard-to-find treats. Some users offered the cookies at a significant markup to those unable to join morning queues. This behavior reflects the Fear Of Missing Out, or FOMO, that drives many modern Korean consumer trends. Thus, the dessert functions more like a social currency than a simple snack.

The popularity of the Dubai brand has led to an explosion of related products. Market shelves now feature Dubai salt bread, Dubai waffles, and even Dubai-style traditional fish bread. In this context, the word Dubai has become a marketing shorthand for premium pistachio and crunchy textures. However, most of these products have no direct connection to actual culinary traditions in the Middle East.

Korea has a long history of successfully localizing foreign dessert trends like Taiwanese castella or Japanese marshmallows. The Dujjonku phenomenon represents the latest iteration of this cultural absorption strategy. By adding a chewy texture preferred by local palates, Korean brands created a product that surpassed the original in local popularity. This adaptability remains a core strength of the K-dessert industry.

Industry experts believe the pistachio flavor profile will remain a permanent fixture in the market. While the specific cookie craze may eventually cool down, the ingredient has secured its place as a staple. Furthermore, retailers are already planning more sophisticated pistachio-based product lines for the upcoming seasons. This suggests a maturation of the trend rather than a complete disappearance.

The success of Dujjonku also underscores the importance of User Generated Content in modern marketing. Most of the growth occurred through organic reviews and viral challenges rather than traditional television advertisements. Brands now focus on how a product looks on a smartphone screen during the initial design phase. Therefore, aesthetic value has become a non-negotiable requirement for any new product launch.

In summary, the Dubai Sticky Cookie craze illustrates the dynamic nature of the South Korean food and beverage market. It showcases how global influences can be rapidly localized through social media and aggressive retail distribution. While the trend began as a digital meme, it resulted in significant revenue growth for both major corporations and small businesses. This event sets a new benchmark for future experiential consumption in the region.