"Too expensive, so I make it myself"...The Daiso item that sparked a "sold-out" frenzy [Trend Recipe]

[The Financial News] The craze for "Dujjonku (Dubai chewy cookie)", which spread mainly through social networking service (SNS) platforms, is now spilling over into the household goods market. As it has become harder to buy the finished dessert, more people are choosing to make it themselves. This has led to marshmallows, packaging materials, and other related ingredients and accessories sold at Daiso Industries selling out almost as soon as they arrive in stores.
According to the retail industry on the 24th, over the past week (16–22), marshmallow products related to Dujjonku have sold out every time they were restocked at Daiso’s online mall and all of its physical stores. A Daiso representative stated, "Dujjonku is so popular that in many cases products are sold out as soon as they come in."
In offline stores, not only marshmallows but also items used to package Dujjonku—such as marshmallow paper houses and cookie packaging bags and boxes—have reportedly seen a sharp increase in sales. On online communities, users are posting reviews like, "I heard there was a Daiso store that still had marshmallows in stock, so I went early in the morning to buy them," and "Every time I walked past a Daiso to buy marshmallows, I opened the app to check its inventory."
Dujjonku is a dessert derived from the Dubai Chewy Cookie. With its chewy texture and eye-catching appearance, it has spread rapidly, especially on SNS. As its explosive popularity has led to people lining up at opening time just to get the finished product, more consumers are deciding, "I might as well make it myself." As a result, demand is clearly shifting from the finished dessert to ingredients and related accessories.
In this process, not only key ingredients such as Kataifi (kadayif) and pistachio spread used to make Dujjonku, but even the marshmallows that go inside it have joined the wave of sold-out items.
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Industry observers say that Daiso’s wide store network, easy accessibility, and relatively low prices align well with the trend of people wanting to make the dessert themselves, concentrating purchases of related products there.
According to Daiso, on its online platform Daiso Mall, products such as marshmallows and packaging supplies related to Dujjonku are now ranking among the top real-time search terms, and inquiries about stock levels and restocking schedules are rising quickly. Reflecting this shift in demand, Daiso is running a themed promotion for these items. A Daiso representative noted, "As Dujjonku has gained popularity, the number of customers looking for marshmallows and related packaging supplies to make it themselves has increased significantly," adding, "We are responding to this customer demand through a special promotion that brings all related products together in one place."
clean@fnnews.com Lee Jeong-hwa Reporter