Start with a quick tasting at the Showroom, then work or unwind at Protokoll’s three-floor Sangsu space.
Calm light, quiet music, plenty of outlets.
https://www.instagram.com/protokoll.roasters/
Why you should go (3 reasons)
You can taste coffees at the Showroom and choose your bean before ordering.
The main Sangsu cafe spans three sunlit floors with minimalist, indirect lighting.
Solo-friendly layout with outlets at most seats; a few small group tables only.
https://www.instagram.com/protokoll.roasters/
What it’s like
I started at the compact Showroom near Sangsu/Hapjeong. They asked what flavors I like and poured several tastes before I chose.
With a small card in hand, I walked a few steps to the three-story building. I showed the card, got a buzzer, and watched light pool across pale wood and black tabletops while ambient music played.
Most people worked quietly on 2F and 3F. The floors aren’t internally connected, so you use outside stairs. 1F felt more bar-style; upstairs leaned focused and calm, with outlets easy to find.
What to try / how to enjoy it
Begin at the Showroom for a guided tasting, then pick your bean.
If you like brighter profiles, try the “푸릇” roast; it’s designed to be approachable even for acidity-averse drinkers.
Prefer espresso drinks? Order on the 1F counter at the building; filter is available too.
Pair your coffee with the nurungji financier for a toasty-sweet bite.
Head upstairs for quiet: 2F and 3F are work-friendly with lots of outlets.
Turn the small wall key to switch on your table lamp, then settle in with the provided pencil and memo pad.
Use caution on the steep exterior stairs, especially in wet or snowy weather.
Practical notes
Addresses: Showroom — 10, Eoulmadang-ro 2-gil, Mapo-gu; Sangsu — 13-4 on the same street (three-floor building).
Getting there: about 6 minutes on foot from Sangsu Station; about 11 minutes from Hapjeong Station.
Hours (vary by source): Showroom 10:30–19:00 (LO 18:30); Sangsu 10:30–21:00, no holidays. Check Instagram @protokoll.roasters before you go. https://www.instagram.com/protokoll.roasters/
Two-building flow: you can taste and order at the Showroom, then present the card at Sangsu for preparation; or order directly on 1F at Sangsu.
Seating: floors are not internally connected; use exterior stairs for 2F/3F. 1F is bar-style; group tables are limited upstairs.
Work-friendly: strong Wi‑Fi; outlets at most seats (often at eye level); pencils and memo pads are provided.
Pet policy: Sangsu location allows pets (per venue info).
두쫀쿠 (두바이 쫀득 쿠키) refers to a viral chewy cookie trend in Korea that blends rich textures and luxurious ingredients. The term 두쫀쿠 is a playful Korean abbreviation merging 두바이 (Dubai) with 쫀득한 쿠키 (chewy cookie). It’s inspired by Dubai chocolate desserts but reimagined with chewy marshmallow-like exterior and a kataifi + pistachio cream filling, creating both a soft chew and a crunchy core — a combination that Koreans find highly addictive.
What makes it distinct from typical cookies is its texture resemblance to glutinous rice cake(떡), due to the lightly crisp shell and elastic, marshmallow-rich bite.
Who introduced 두쫀쿠 first?
Mont Cookie in Gimpo is widely credited as the original creator of the Dubai chewy cookie trend in Korea, with its founder and bakery team developing the now-viral chewy pistachio and marshmallow dessert that sparked the nationwide craze.
First-generation chewy cookies began at Mont Cookie, Second-generation chewy cookies spread through cafés like Dalatto. With stronger visuals and social-media exposure, the trend quickly reached a wider audience.
Why Is 두쫀쿠 So Popular in Korea?
1. Social Media Sensation & Celebrity Buzz
Posts from influencers and celebrities — especially those of K-pop idols — have propelled the Dubai chewy cookie into the national spotlight. Once shared on Instagram and TikTok, people began hunting for it in cafés and sharing their own photos and videos, fueling the craze.
2. Texture-Driven Trend Culture
Korean dessert culture deeply values texture. Foods that are chewy, stretchy, gooey, and satisfying to pull apart — often captured in videos — are extremely shareable and visually appealing. 두쫀쿠’s stretchy interior fits perfectly with that trend.
3. Scarcity & “Power” Status
Because these cookies are often made in limited batches, sold out quickly, and hard to obtain, having one has become something like a status symbol among trend followers. Some people even call the act of snatching one “ducketing” — a playful take on lining up or ticketing.
4. Unique Middle Eastern-Western Fusion
The cookie combines Middle Eastern dessert inspirations (like kataifi and pistachio) with modern Korean café creativity, making it feel both exotic and familiar — a blend that resonates with adventurous eaters.
5. A Symbol of “Affordable Indulgence”
In a world where luxury goods are expensive, the Dubai chewy cookie — usually priced around ~5,000–10,000 KRW — has become a kind of affordable treat with a luxury vibe, especially as ingredient prices and demand have surged thanks to the trend.
Where Is the Most Famous 두쫀쿠 in Korea?
Unlike many trends rooted in one café or city block, the Dubai chewy cookie craze has spread across Korea, but some places are more famous than others — and practically legendary among dessert lovers:
📍 Mont Cookie (Gimpo 김포시, 경기도)
Mont Cookie is widely known as the original creator of the Dubai chewy cookie trend in Korea. Located in Gimpo’s dessert district, this small bakery became a viral sensation as people shared their experiences across social media.
A Seoul favorite where lines regularly form before opening time. Some customers wait over an hour just to get a cookie here. Cafés like this have become social gathering points because of the trend.
Many cafés around Seoul, Gangnam, and even regional cities have hopped on the trend, releasing their own signature chewy cookie variations. What unites them is the scarcity factor — each batch sells out fast.
Cultural Impact & Phenomenon
Beyond just being a tasty dessert, 두쫀쿠 has become part of Korea’s pop culture moment:
People share “cookie haul” posts like fashion accessories.
Shops sell out in minutes, and lines stretch for meters — even in winter cold.
Dessert creators constantly innovate with seasonal and flavour twists.
Some restaurants and even blood donation centers used them as incentives because of their appeal.
In a way, 두쫀쿠 represents a new kind of food trend — one driven less by traditional taste preferences and more by social phenomena, scarcity, and shared experience.
FAQs About 두쫀쿠
Q1. What exactly is 두쫀쿠? It’s a chewy cookie trend in Korea inspired by Dubai chocolate desserts, featuring a marshmallow-rich exterior and a pistachio/kataifi filling.
Q2. Is it really hard to get? Yes — batches are limited and sell out quickly, leading to long lines and online “ticketing” culture.
Q3. Why does it have a Dubai name? It’s inspired by Dubai chocolate style desserts, which were popular overseas and then adapted in Korea.
Q4. How much does it cost? Prices vary but typically range from around 5,000 KRW to over 10,000 KRW depending on the café and location.
Q5. Can tourists try it? Absolutely — many popular spots are in Seoul, Incheon, and Gyeonggi Province, and trend maps online track stock levels.
Q6. Will it stay popular? The trend may evolve, but its cultural impact and meme status suggest it won’t disappear quickly.
Conclusion
두쫀쿠 isn’t just another dessert — it’s a viral cultural moment in Korea. Its combination of chewy texture, premium ingredients, social media visibility, and scarcity has turned it into one of the most talked-about food trends of the year. Whether you’re in Seoul or beyond, trying a Dubai chewy cookie has become a must-do foodie experience. 🍪✨
