Hello! I’m Danny, a professional Korean teacher at Podo Korean. Have you ever noticed how quickly dessert trends change in Korea? A food that everyone was talking about yesterday can become completely silent today, as if it never happened. Today, we’re going to talk about one such dessert: the ‘Doojjonku'(두쫀쿠).
Do you remember our last post where we studied fun Korean slang and abbreviations? (If you missed it, click ‘here‘ to check it out!) The ‘Doojjonku’ we’re discussing today is also a recently coined term. This dessert, which was all the rage in Korea at the end of last year, is reportedly cooling down in popularity just as quickly. What exactly is ‘Doojjonku’ that it caused such a stir, and why is it fading from the public’s interest so rapidly? Let’s dive into this fascinating story together today!
What is ‘Doojjonku’? The Beginning of the Trend
First, let’s break down the name ‘Doojjonku’. This word is an abbreviation formed by combining three words. It’s a neologism created by taking the first syllables of ‘두바이 쫀득 쿠키’ (Dubai Jjondeuk Kuki). For our Korean learners, I’ll explain the meaning of each word in more detail.
- 두바이 (Dubai): You’re probably familiar with this one. It’s a very glamorous and wealthy city in the United Arab Emirates (UAE). The Doojjonku is said to be inspired by a dessert sold at a famous chocolate shop in Dubai. That’s why the name ‘Dubai’ gives it a luxurious and exotic image.
- 쫀득하다 (Jjondeuk-hada): This might be a new word for Korean learners. It’s a very important adjective that describes texture. It’s similar to the English word ‘chewy,’ but it emphasizes a denser, more clinging sensation. Think of the texture of Korean rice cakes (떡, tteok). The Doojjonku is characterized by its chewy exterior and the crispy (바삭함, basak-ham) texture of the kadaif inside.
- 쿠키 (Cookie): This is exactly the cookie everyone knows! However, the Doojjonku isn’t the thin, crispy cookie we usually imagine. It’s very thick and heavy, completely coated in cocoa powder, and filled with various ingredients like kadaif, pistachios, caramel, and nuts.
In summary, a Doojjonku can be described as ‘a luxurious, chewy cookie that seems to have come from Dubai.’ The trend started to take off in Korea largely thanks to the power of social media (SNS). In particular, its splendid visuals and the way the filling stretched when pulled apart on Instagram and YouTube ‘Mukbang’ content sparked many people’s curiosity. With a look perfect for an ‘인증샷’ (injeung-shot, a proof shot), the Doojjonku quickly became an ‘인싸템’ (inssa-tem, an insider item used by trendy people) in Korea.
The Peak of the Craze: The Secret Behind ‘Open Runs’ and Doojjonku’s High Price
The popularity of Doojjonku was truly incredible. At the peak of the trend late last year, it was difficult to buy one even if you had the money. Lines for ‘오픈런 (open run)’ formed every day in front of famous bakeries, with people rushing in as soon as the doors opened. ‘Open run’ is a Korean-style expression for an ‘opening rush.’ This culture of lining up for popular limited-edition items or famous restaurants often appears in Korea, but it was truly surprising to see people lining up early in the morning just to buy a small cookie.
What was even more surprising was the price. A Doojjonku, smaller than the palm of your hand, typically sold for 6,000 to 8,000 won (about 4.5 to 6 USD). That’s enough to buy a simple meal in Korea. For example, a roll of kimbap costs around 3,000-4,000 won, meaning one cookie cost the same as two rolls of kimbap. Despite this high price, they sold out instantly, which gives you an idea of just how immense their popularity was.
Actually, I was one of the people who joined in on the trend. A small bakery in my neighborhood started making and selling Doojjonku late last year. It was so popular that they limited purchases to two per person. So, one weekend morning, my whole family went to the bakery together, and we each successfully bought our two cookies for the family to share! I came home with great anticipation and tried one… and, to be honest, it wasn’t my ‘취향’ (chwihyang, taste/preference).
Failing to Hit the ‘Taste’ Spot: Divided Opinions and a Short-Lived Trend
I just said, ‘it wasn’t my 취향 (chwihyang),’ right? The word ‘취향’ (chwihyang) is an incredibly important word that Koreans use very, very often in daily conversation. Meaning ‘taste’ or ‘preference,’ it can be used broadly to talk about personal inclinations for things like food, music, movies, and fashion styles.
For example, you can use it like this:
- “조용한 발라드 음악이 제 취향이에요.” (I prefer quiet ballad music. / Quiet ballads are my taste.)
- “이 옷 정말 예쁘다! 완전 내 취향이야.” (This outfit is so pretty! It’s totally my style.)
- “매운 음식은 제 취향이 아니라서 잘 못 먹어요.” (Spicy food isn’t to my liking, so I can’t eat it well.)
- “친구에게 영화를 추천해줬는데, 친구 취향을 저격했나 봐요. 아주 재미있게 봤대요.” (I recommended a movie to my friend, and it seems I hit the bullseye on their taste. They said they really enjoyed it.) – Here, ‘취향 저격’ (chwihyang jeogyeok) is a slang term that means something perfectly matches someone’s taste.
The word ‘취향’ (chwihyang) is really useful, isn’t it? If you want to converse more naturally with your Korean friends, it’s an essential vocabulary word you must know. The vocabulary learning feature in the Podo Korean app is full of frequently used words and various example sentences like this, so try practicing by making your own sentences through the app!
Getting back to the Doojjonku story, it was too sweet and dense for me, making it a bit overwhelming to finish a whole one. It was worth trying once out of curiosity, but I didn’t feel the urge to buy it again. It seems many others had a similar experience. At first, everyone bought them because of the social media hype, but the extreme sweetness and high price meant that repeat purchases were rare. In other words, it failed to ‘hit the taste spot’ for a lot of people. I believe this polarizing flavor, which clearly divided people’s 호불호 (hobulho, likes and dislikes), is the biggest reason why the Doojjonku trend ended so quickly.
What the Doojjonku Craze Left Behind
This morning, I saw a news article titled ‘Doojjonku’s Popularity Has Withered,’ and it got me thinking. In Korea, it’s common for a specific dessert or food to spark a massive nationwide trend. Think of the Pokemon bread, Tanghulu, and Dubai chocolate crazes of the past. The Doojjonku seems to have been another ‘phenomenon’ following in that lineage.
Doojjonku’s short but intense trend clearly shows us how the latest Korean trends are created and consumed. We got a glimpse into the powerful influence of visually-driven social media, the psychology of consumers seeking novelty, and the unique consumption culture represented by the ‘open run.’ Although its popularity isn’t what it used to be, thanks to this trend, we were able to learn fun Korean expressions like ‘쫀득하다’ (jjondeuk-hada) and the very important word ‘취향’ (chwihyang)!
Now I’m curious to hear your story. Was the Doojjonku popular in your country? If you’ve tried it, what did you think? Did it suit your ‘취향’ (chwihyang)? Please share your valuable experiences and thoughts freely in the comments below!
The best way to learn about Korea’s vibrant cultural trends and the real Korean language embedded within them is through consistent interest and study. Download the Podo Korean app and have fun studying with me, Danny, every day. Your Korean skills will grow day by day! Well then, I’ll see you in the next post with another interesting story!
핑백: Describe Korean Food Textures Like a Native | Podo Korean