South Korea Considers Sugar Tax Amid Dubai Chewy Cookie Craze
The viral popularity of the high-calorie Dubai chewy cookie in South Korea has prompted health concerns and discussions about implementing a sugar tax to address rising sugar consumption.
South Korea is experiencing a surge in popularity of the Dubai chewy cookie, known locally as "dujjonku," a dessert inspired by Middle Eastern flavors. The treat combines pistachio cream and kadaif—a thread-like Middle Eastern pastry—encased in a marshmallow-like dough and dusted with cocoa powder. Its chewy texture and rich taste have captivated consumers nationwide.
The craze gained momentum after K-pop star Jang Won-young of the girl group IVE shared her enthusiasm for the snack on social media in September 2025. Since then, demand has skyrocketed, leading to long queues at bakeries and even the creation of online maps to track availability. The dessert's popularity has also spread to neighboring countries, including Hong Kong, Japan, and Singapore.
However, health experts have raised concerns about the cookie's nutritional content. Each piece is estimated to contain between 400 to 600 kilocalories, equivalent to one and a half to two bowls of white rice. Consuming such high-calorie desserts regularly could contribute to obesity and related health issues. In response to these concerns, South Korean President Lee Jae-myung proposed a sugar tax on foods and beverages with excessive sugar content to reduce national sugar intake and bolster public healthcare funding. In a social media post on January 28, President Lee stated:
"Just like cigarettes, we could curb the use of sugar through a levy on sugar and reinvest this revenue to strengthen regional and public healthcare... What do you think?"
The proposal has sparked public debate, with surveys indicating that at least 70% of South Koreans support taxing companies that use excessive sugar in their products. The government plans to seek opinions from various sectors before proceeding with the next steps.
As the Dubai chewy cookie continues to dominate the dessert scene, its long-term popularity remains uncertain. Past food trends in South Korea, such as tanghulu (candied fruit on a stick) and salt butter rolls, have seen rapid rises and declines. Consumer science professor Lee Eun-hee of Seoul's Inha University commented:
"The sense of 'I have to do what others are doing' bandwagon effect is exceptionally strong in our country, so this tends to lead to very rapid rise in popularity over certain items."
Whether the Dubai chewy cookie will sustain its appeal or fade like previous trends remains to be seen.
Source
The Straits TimesFact-checking
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