As the craze for Dubai chewy cookies (Dujjonku) continues, there have been numerous instances of shortcuts where substitute ingredients are used without disclosure, driven by rising raw material prices and the ongoing trend.

Recently, a post titled "Dujjonku Scam Listings Are Starting to Appear" gained attention on online communities. The post featured photos of various so-called "Dujjonku" products, along with a series of consumer complaints.

One consumer commented on a product sold as "Hotteok Dujjonku," saying, "The outside was chewy and it tasted good, but it looked like hotteok mix was used instead of kadaif." The consumer added, "Considering the price of 9,500 won per piece, it is hard to accept."

Online Community
Complaints Continue

Use of Substitute Materials
Without Raw Material Disclosure

Misleading Consumer Advertising
May Be Subject to Penalty

The Shortcut 'Dujjonku' Posted on Social Media. Online Community

One consumer posted a cross-section photo of Dujjonku purchased from a particular store, with the title, "Why is there somyeon noodle in a Dujjonku that costs 9,500 won?" The post was shared on social media and surpassed 1.06 million views in a single day.

The product this consumer received looked significantly different from a typical Dubai chewy cookie. Based on the photo, the author claimed, "Instead of kadaif, the ingredient inside looked like somyeon noodles." He stated, "There was no notice about the use of somyeon noodles in either the product description or the raw material information," and added, "Just by looking at the appearance, it was clearly somyeon noodles, not kadaif."

Complaints were raised not only about the appearance but also about the texture. The author explained, "It was not the crispy texture unique to kadaif, but rather hard and rough." However, he did not request a refund and instead left a review stating that "the contents of the cookie received looked different from what was shown in the posted photo."

The appearance of Dubai chewy cookies, presumed to be made with somyeon noodles, which are currently controversial online. X

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Although high prices themselves are not illegal, experts have warned that advertising which misleads consumers may be subject to penalties.

According to the Chosun Ilbo on January 9, attorney Lee Donho pointed out on his social media that "selling at a high price is not illegal, but advertising that misleads consumers may be subject to penalties."

He explained, "For example, if you advertise '100% premium Dubai pistachios used' and sell the product for 12,000 won, but in reality use cheap paste, this is not an issue of price. It is an act of deceiving consumers and could constitute a violation of the Country of Origin Labeling Act."

Regarding the price controversy, he stated, "Penalties can only be imposed if there is price collusion among sellers or if a particular company monopolizes the market and controls prices," and added, "Simply raising the price is not grounds for punishment." He also said, "Dujjonku is not a daily necessity subject to price regulation like rice or water, but rather a specialty food item," and explained, "The increased cost is reflected in the price due to the shortage of pistachio spread and kadaif, as well as rising labor costs."

Dubai chewy cookies are a dessert created in Korea in 2024, inspired by the "Dubai chocolate" trend. The core ingredients, kadaif (thin Middle Eastern noodles) and pistachio cream, are mixed for the filling, which is then wrapped in cocoa powder-coated marshmallow and shaped into a ball.