Ji Chang-wook questions viral Dubai chewy cookie craze in Korea: ‘I’d rather eat tteokbokki’
From left, Ji Chang-wook, Baekhyun and Joo Woo-jae / Xportsnews
As Korea’s latest dessert craze sweeps social media, a handful of celebrities are drawing attention not by praising it — but by openly questioning whether it is worth the hype.
The so-called “Dubai chewy cookie,” often shortened to Dujjonku, has gone viral for its chewy texture and Middle Eastern-inspired ingredients. But amid the frenzy, several well-known figures have offered blunt, sometimes cutting takes that are resonating with viewers tired of what they see as overblown trends.
Actor Ji Chang-wook recently shared his first impression of the dessert on his YouTube channel in a video titled “My first time trying Dubai chewy cookies?! Here’s my honest review.” After taking a bite, he appeared visibly shocked by the price.
“8,700 won ($6.40) for one?” he said. “If it were around 3,000 won, I’d get it. But at this price, there are way more delicious things. I’d rather eat tteokbokki (spicy stewed rice cakes).”
Ji Chang-wook / Captured from Ji's YouTube channel
Ji added that while the confection is popular enough to justify trying once, it did not suit his taste. “I prefer jelly over chocolate and it’s too sweet for me,” he said. “The Dubai chewy cookie is sweet and tasty, but it’s too expensive and hard to get.”
EXO member Baekhyun also weighed in via the fan communication platform Bubble, where he commented on viral videos of the dessert. “Did you see those Dubai chewy cookie mukbangs?” he wrote. “Haha, not good … I think it’s weird.”
Baekhyun pointed out that one contains about 500 calories, calling it “that tiny thing,” and questioned its value. “Wouldn’t it be better to just eat cup noodles instead?” he said. “And it’s way too expensive. It costs as much as a bowl of gukbap (soup with rice). Looking at it, the ingredients don’t even seem that costly.”
Joo Woo-jae / Captured from Joo's YouTube channel
Model and TV personality Joo Woo-jae was even more direct on his YouTube channel. “I’ve seen all kinds of hype, but this might be the most dramatic one ever,” he said. After checking prices, he noted that versions in the 8,000-won range were already sold out and claimed he had even seen one priced at 14,900 won.
“Honestly, I’m not even curious,” he said. “You could skip it and your life would be fine.”
Declaring that he would “end this trend by eating it as badly as possible,” Joo sampled various Dubai-style desserts before offering his own verdict. “I think I’ve figured it out,” he said. “The maximum I’d pay is 5,900 won.” He added that prices in the 5,000-won range were acceptable, but anything higher significantly lowered its value.
The Dubai chewy cookie is made with a marshmallow-based dough mixed with kataifi pastry and pistachios, then coated with cocoa powder. It is known for its contrast between a chewy interior and crispy exterior.
Anh Sung-jae / Captured from Anh's YouTube channel
Despite the criticism, the dessert remains hugely popular among celebrities. Stars including Jang Won-young, Kang Min-kyung, Lee Jae-wook, Lim Yoon-a, Jang Yoon-jung and So Yoo-jin have all posted photos of the cookie on social media, fueling its trendiness.
The craze has extended beyond celebrity tasting posts. Chef Anh Sung-jae drew massive attention after initially sharing an incorrectly interpreted recipe, prompting feedback from viewers. He later reuploaded a video using a corrected method, which surpassed 7.6 million views in just four days.
As the Dubai chewy cookie continues to dominate feeds and conversations, the outspoken reactions from Ji, Baekhyun and Joo are also gaining traction, highlighting a growing countercurrent: Not everyone is convinced that viral automatically means worth the price.
This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.