(C) RTL Today

SEOUL – The South Korean food and beverage industry is witnessing a fierce "dessert war" as major players—including Starbucks, Twosome Place, Shinsegae Food, and Dunkin'—all launched new "Dujjonku" (Dubai-style Chewy Cookie) products on the same day.

The Nationwide Frenzy
According to industry sources on January 30, 2026, leading brands simultaneously released products inspired by the Dubai-style chocolate trend, characterized by crunchy pistachios and kataifi (shredded pastry).

Starbucks Korea: Launched the ‘Dubai Chewy Roll’ at six select locations, including the Reserve Gwanghwamun branch. With a strict limit of 40 units per day, the item sold out immediately upon opening. "Customers are lining up even before the doors open," a Starbucks official noted.
Dunkin' Korea: Released the ‘Dubai-Style Chewy Munchkins’ as an exclusive limited-edition item at two flagship stores in Gangnam and Cheongdam.
Shinsegae Food: Aimed for the "cost-effective" market with the ‘Dubai-Style Choco Croissant.’ Available at E-Mart and Traders locations, the item is limited to 100 sets per day for two weeks. Approximately 80% of daily stock is reportedly vanishing within minutes of store openings.

Expanding the Lineup
The trend is moving beyond cookies into cakes and pies:

Twosome Place: Following a pre-order event that sold out in just five minutes, the brand officially launched the ‘Du-Cho-Saeng Mini’ (Dubai-style Chocolate Strawberry Cake) today.
SPC Samlip: Joined the fray with mass-market accessibility, releasing two new items: the ‘Dubai-st Crunchy Pie’ and the ‘Dubai-st Spoonable Cake.’
Industry experts suggest that the "Open Run" (rushing to stores as they open) culture surrounding these desserts reflects a sustained consumer desire for "small luxuries" and social media-worthy food trends.

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