[DigitalToday reporter Shin-hye Ahn] Franchises riding the popularity of 'Ddujjonku' (Dubai chewy cookies) are moving to expand sales of related products ahead of the Lunar New Year holiday. As the craze grows, franchises are also rolling out a string of 'Dubai chocolate'-style desserts that reflect the trend.

On Feb. 15, the industry says franchise brands including Paris Baguette, Starbucks and Dunkin are expanding sales of Ddujjonku products. Since late last month, they have launched Ddujjonku at selected stores. They are now increasing the number of outlets selling the items and releasing a stream of related drinks and desserts.

Starbucks has expanded its 'Dubai' concept desserts into beverages. On Feb. 11, it launched two items nationwide: the Iced Dubai Chocolate Mocha and the Iced Dubai Chocolate Matcha. It is offering the menus that first became a topic in North America with the same recipes in South Korea.

Starbucks Korea earlier began selling the 'Dubai Chewy Roll' on Jan. 30. The product was limited to six stores, including Seoul Reserve Gwanghwamun and Starfield COEX Mall R. Purchases were limited to two per person, but it drew attention, including pre-dawn lines.

SPC Group franchise brands such as Dunkin and Paris Baguette are diversifying their Ddujjonku products.

Dunkin recently expanded sales of its 'Dubai-style chewy Munchkins' to stores nationwide. Ahead of the Lunar New Year holiday, it broadened availability from a handful of stores, including Dunkin Wonders Gangnam and Dunkin Wonders Cheongdam, to all outlets across the country.

On Feb. 11, at Dunkin Wonders Gangnam, customers formed a line from 4 p.m., an hour before sales began, underscoring Ddujjonku's continued popularity. One customer even counted people in the line ahead, mindful of a limit of three per person.

Dunkin was an early mover in Dubai-style dessert sales, launching a 'Dubai-style donut' during the Dubai chocolate craze in October 2024. It added the 'K Dubai-style black sesame donut' in October last year. Dunkin said cumulative sales of its Dubai-style desserts topped 1.26 million units in a year after launch.

Paris Baguette is increasing the number of franchise stores selling the 'Ddujjon Tart,' which it launched in limited quantities on Jan. 23. On Feb. 6, it also took pre-orders for a day through the Paris Baguette app for the 'Ddujjon Pop Cake.'

Mega Coffee on Feb. 12 launched the 'Crunch Pistachio Frappe,' using pistachios to reflect the Ddujjonku trend. Mega Coffee previously released Dubai chocolate-related products in 2024, including the 'Pistachio Forest Latte' and the 'Choco Snowflake Pistachio Frappe.'

Convenience stores are doing the same. Emart24 will sequentially launch 10 Dubai-style new products this month using ingredients associated with Ddujjonku, including Dubai kadaif cream bread, Dubai chewy cookies and Dubai kadaif macarons. It is the second series after it launched two 'Dubai kadaif mochi' products in December last year. The company said the products are holding the No. 1 or No. 2 spots in Emart24 dessert sales.

GS25 on Feb. 10 launched the 'Mini Ddujjonku 4-pack,' a collaboration product with dessert brand RoroMello, featuring Rei, a member of the girl group Ive, as a model. Seven Eleven also introduced the Nuldum high-protein Dubai choco crumble cookie, a protein cookie.

Elsewhere, Paik's Coffee is selling 'Dubai choco yogurt ice cream,' while Tim Hortons is offering 'Real Ddujjonku' in limited quantities at all stores.

An industry official said Ddujjonku, which gained popularity at independent cafes, is sustaining its appeal as franchise brands roll out new items one after another. The official said ingredient supply is also stabilising, and some places are lowering prices for Ddujjonku, which in some cases rose to more than 10,000 won. With more Ddujjonku-derived products being introduced, the official said the popularity is expected to continue for some time.