[Interview] The 'Dujjonku' miracle that saved K-small businesses... Dubai Chocolate CEO "Impressed by the reinterpretation"

As the nationwide craze for "Dubai Chewy Cookies" shows no sign of fading, Sarah Hamouda, founder of the United Arab Emirates (UAE) Dubai-based dessert company Pikseu Dessert Chocolatier, has spoken out about the popularity of Korea's "Dubai Chewy Cookies (Dujjonku)." CEO Sarah Hamouda is known as the creator of Dubai Chocolate, which inspired Dubai Chewy Cookies.

In a written interview with The Asia Business Daily, CEO Sarah Hamouda said she was "We genuinely love how each country brings its own twist." expressing a special affection for the Korean market.

Sarah Hamouda, CEO of Pikseu Dessert Chocolatier. Pikseu

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By using pistachio spread and kadaif, the key ingredients of Pikseu Chocolate, and transforming Dubai Chocolate into a Korean-style chewy cookie, the so-called "Dujjonku" has established itself as a new trend in Korea.

Regarding this, CEO Sarah Hamouda said, "We have been watching everything, from cakes, pastries, gelato, and crepes, to even Korea's 'chewy cookies,'" adding, "We truly love seeing each country reinterpret our products in its own way."

This is the first time that the original creator has officially acknowledged the Dujjonku trend that originated in Korea and recognized it as a positive "cultural transformation." She added, "It is an amazing experience to watch how our unique flavor combinations inspire people all around the world."

The beginning of this chocolate, which has gained worldwide popularity, was not a grand business plan but the "morning sickness" of a pregnant woman.

CEO Sarah Hamouda recalled, "Pikseu's Dubai Chocolate started from a very specific craving I had during pregnancy for a dessert that was nostalgic yet crunchy and perfectly satisfying." She continued, "At first, it was just a simple appetite I could not shake off, but now it has grown into something far beyond what we ever imagined."

She stressed that the brand's current reputation was also built by consumers. "The label 'original Dubai Chocolate' was not something I came up with; it was a name the public later gave it," she said, giving credit to consumers around the world.

Dubai Chocolate by Pikseu Dessert Chocolatier. Pikseu

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CEO Sarah Hamouda noted that this boom is generating economic ripple effects that go beyond a passing fad. In fact, in Korea as well, neighborhood bakeries and cafes that were struggling due to the economic downturn are launching menus related to "Dubai Chocolate," gaining an opportunity to rebound in sales.

She said, "I often receive messages from small business owners around the world saying, 'We were about to close our doors, but after launching products inspired by Dubai Chocolate, new customers started pouring in,'" and emphasized, "Whenever I hear such stories, I feel very humbled, and this is by no means something to be taken lightly."

She added, "When I think that something we created has helped shape an entirely new dessert category on a global scale, it makes me feel very solemn."

Lastly, CEO Sarah Hamouda expressed her gratitude to Korean fans. "The magic of Pikseu has always carried a deeper meaning than just dessert," she said. "Whether it reminds people of their hometown or creates an emotional connection as they share chocolate with loved ones, that is the kind of universal experience that resonates in every country."

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