The ‘Dubai Chewy Cookie’ (Dujjonku), which is popular in Korea, is also drawing attention in Hong Kong. As experience-centric consumption such as social media proof posts, pre-order purchases, and limited-quantity sales increases, analysis suggests that Korean food is transforming beyond simple fare into ‘play-oriented content’.

According to a recent report by the Korea Trade-Investment Promotion Agency (KOTRA) Hong Kong office, Dujjonku is being sold not only at Korean cafes in Hong Kong but also at well-known local bakeries. In an interview with the Hong Kong office, a bakery employee said, “Dujjonku is seeing a rapid surge in popularity in Hong Kong as celebrities such as Jang Won-young and An Seong-jae post related content on social media,” adding, “Dujjonku is offered in limited quantities each day, and to meet explosive demand, the shop operates a reservation sales service via WhatsApp.”

In fact, social media posts such as ‘Going to eat Dujjonku today’ are increasing, centered on major commercial areas and neighborhood cafes. The report interpreted this as showing that, especially among young consumers, Korean food in Hong Kong has taken root not as a more unfamiliar imported product, but as a ‘dessert culture you must experience at least once’.

As seen from the popularity of Dujjonku, social media is becoming a conduit for spreading the appeal of Korean food. Last year, a product called ‘The Chewier Fishcake Skewers’ from a food company experienced sellouts as reviews posted on social media spread by word of mouth.

Examples of collaborations between major financial institutions, hotels, restaurant groups, and distributors and famous Korean chefs are also increasing. HSBC produced the cooking competition reality show <Red Hot Chef>, inviting Chef An Seong-jae as a judge, and DBS Hong Kong presented an event in collaboration with Chef Edward Lee.

The presence of Korean food at Hong Kong food fairs is also growing. Last year, the Korea Pavilion at the Hong Kong food exhibition featured 43 companies, seven more than the previous year (36). Companies demonstrated items such as tteokgalbi, tuna-mayo gimbap, and ros tteokbokki on site and allowed visitors to taste them directly.

Korean restaurants in Hong Kong have also shown recent changes. Previously concentrated in core commercial districts such as Hong Kong Island and Kowloon, since 2024 they have been rapidly expanding into outlying residential areas and shopping malls. New-concept outlets such as unmanned ramen specialty shops are also spreading.

The report stated, “The Dujjonku craze in Hong Kong is forming a new dessert consumption culture, as a trend that began in Korea quickly spread to Hong Kong through the social media content of K-pop idols, chefs, and influencers, leading even local cafes and bakeries to join the sales lineup.” It continued, “It is necessary to leverage Hong Kong, which is logistically close to mainland China, not merely as a final consumption destination, but strategically as a testbed to verify product response and expand brand recognition, and as a bridgehead for entry into the Chinese and Asian markets.”