South Korea's latest food fad is delivering an unexpected public health benefit. The Dubai chocolate-style chewy cookie, known locally as dujjonku, has helped increase blood donations by over 150 per cent after the Korean Red Cross began offering the treat to donors. The small cocoa-covered dessert, inspired by a viral 2023 Middle Eastern confection, has proven particularly popular among young women.

This isn't South Korea's first viral food craze. The country's dense population and digital connectivity have fueled national obsessions with everything from tanghulu fruit candy to oversized macarons. The current phenomenon began when K-pop star Jang Won-young posted about the cookie, triggering immediate sellouts and long queues at bakeries. Small shops imposed purchase limits as demand outstripped supply, causing temporary price spikes for imported pistachios and marshmallows.

Market analysts note the craze reflects both cultural and economic factors. The cookie's Instagram-worthy appearance taps into South Korea's collectivist culture and fear of missing out, while its premium price point offers an affordable luxury amid economic uncertainty. However, experts predict the trend's lifespan may be short. As major chains have entered the market, the cookie's scarcity has diminished. Trend researcher Jeon Dahyen suggests the fad has already peaked, noting that such crazes typically fade once they lose their exclusive appeal.