On Wednesday, Karina of aespa shared a photo on social media showing stacks of "dujjonku" — short for Dubai chewy cookie — a dessert trend that has swept Korea. What caught fans’ attention was the logo of a European high-end fashion house stamped on the wrapper. While Karina offered no explanation in her post, she was appointed the face of the brand’s beauty line in October last year and has since appeared in several global campaigns. It is widely assumed the cookies were provided as a promotional gift, but the post nonetheless underscores how far the dessert’s popularity has risen. Dujjonku is characterized by a crunchy texture, featuring a pistachio spread and kataifi pastry inside, with the exterior coated in marshmallow and dusted with cocoa powder. Prices range from roughly 6,000 won ($4.50) to 10,000 won per piece, and in some neighborhoods the cookies have become what consumers describe as “waiting desserts,” requiring waiting in long lines before purchase. The popularity of the treat is now rippling beyond cafés and bakeries, reaching upstream into ingredient market