The Rise of 'Dubai Chewy Cookie': A Sweet Success Story

On the latest episode of MBC's 'The Manager', the creator of the 'Dubai Chewy Cookie' (Doojonku), pastry chef Kim Nari, revealed the impressive sales figures of her creation.

Kim Nari, a young pastry chef born in 1998, introduced herself as the mastermind behind the popular Doojonku. She shared her disbelief at the cookie's success, explaining that after founding her business in August 2024, she developed the American-style chewy cookie, which gained popularity thanks to its Dubai chocolate variant. A regular customer requested a 'Dubai Chocolate Chewy Cookie', leading to its creation after extensive testing.

Kim explained that while the name 'Dubai Chewy Cookie' existed, she was the one who created its current round shape. To preserve the crispy texture of kadaif, she separated the dough and kadaif, ensuring they didn't meet moisture, resulting in the cookie's unique round form.

The Doojonku underwent research and testing starting in January last year and officially launched in April, gaining popularity by November and December. Kim shared that even her father requested to remove Doojonku from the menu, but she refused, despite being diagnosed with degenerative arthritis, because of her impatience.

Kim made the Doojonku recipe public, allowing various cafes, barbecue restaurants, soup houses, and even bedding stores to sell it. She expressed no hesitation in sharing the recipe, believing that if only her company made the trend, it would remain niche. By sharing it, she hoped it would become a widely recognized dessert.

Kim also mentioned her concern about Jeon Hyun-moo, a trend-sensitive celebrity, trying the Doojonku, as his endorsement could end the trend. Fellow guest Yang Se-hyung agreed, calling Jeon the 'trend destroyer'.

Kim Nari, a former Marine Corps member, co-founded the business with a marketing expert who was her senior in the military. The company focuses on online sales, with a peak order volume of 4,000 boxes. The Doojonku production team consists of about 60 permanent staff and 160 rotating members. The highest daily sales reached 1.3 billion KRW, with January's sales totaling approximately 2.5 billion KRW.

By Kim Eun-jung, TenAsia Reporter eun@tenasia.co.kr