Dujjonku is a dessert made by filling it with kadayif (Middle Eastern noodles) and pistachios, then wrapping the outside in marshmallow dough. Its unique crispiness and chewy texture of marshmallow create a harmonious balance, making it popular especially among younger generations. Recently, famous idols like IVE's Jang Wonyoung and Rise's Sungchan have mentioned related products, accelerating their spread on social media platforms. Beyond cookies and bread, popular menu items like Dubai chewy glutinous rice cakes and Dubai gimbap are also flooding the market. As demand surges, supply is reportedly unable to keep up. Since the 26th, Yongsan I'Park Mall has opened three stores selling Doojjonku, but the stock is sold out in less than three hours of opening each day. According to I'Park Mall, these stores sell an average of 3,850 units per day, with a peak daily sales of about 5,300 units. Although people want to row when the market is popular, with high inflation and frozen consumer sentiment, and the rare 'boom,' they have yet to seize opportunities to expand sales. Dujjonku is a small-sized product weighing around 50g, priced at around 5,000~6,000 won each, but some products are still expensive for over 10,000 won, yet many people still seek them. An I'Park Mall representative said, "Fundamentally, the supply of raw materials Without support, even if we want to boost sales numbers, we can't raise them further," he explained. Most of the ingredients used in Dujonku, such as kadaif and pistachio spread, rely heavily on imports, so not only is the raw material cost burden high , but securing volume is inevitably limited depending on global supply and demand conditions or exchange rate fluctuations. In particular, small cafes run by small business owners often lack sufficient manpower and capital and must procure raw materials directly, which reduces their ability to respond to supply disruptions . They say their ability to respond to supply disruptions is weak.
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