The ‘Death’ of a Trend? Not If Hyundai Can Help It
Okay, real talk—I thought we were finally done with the Dubai chocolate craze. I really did. After seeing every single convenience store and bakery in Seoul release their own version of pistachio-kadayif-crunch-whatever over the last year, I felt like my taste buds were reaching a saturation point. Then, a few weeks ago, a post went viral on X (formerly Twitter) from user @Freeblue7, showing a screenshot of a Dubai cookie with the caption: ‘This feels like the final death sentence for Dujjonku (Dubai Jjon-deuk Cookies).’ Usually, when the internet declares a trend ‘dead,’ it’s the signal for brands to pack up and move on to the next shiny thing. But in a move that I can only describe as chaotic neutral, Hyundai Home Shopping decided to lean directly into the grave.
Instead of pivoting away, they launched a marketing campaign so bizarre, so surreal, and so self-aware that it actually managed to breathe new life into a product many of us thought was over. They didn’t just try to sell us Dubai spread; they created an entire cinematic universe around it. If you’ve been following my reviews for a while, you know I’m a sucker for brands that don’t take themselves too seriously. When a corporate giant like Hyundai Home Shopping embraces the ‘cringe’ and turns it into high-tier content, I have to stop and pay attention. It’s 2026, and apparently, the way to our hearts (and wallets) isn’t through perfection—it’s through absolute absurdity.
“I actually can’t believe they went this far. The CEO dressed as a Dubai billionaire doing magic tricks is the level of ‘Gis-se-da’ (strong spirit) we need in 2026. Hyundai is officially unhinged and I love it.” — Instiz User ‘PinkMochi’
Enter ‘Jensen Han’: The CEO Who Became a Meme
Let’s talk about the star of the show: ‘Jensen Han.’ At first, I was confused. Why are they calling him Jensen Han? Is he trying to be Jensen Huang from NVIDIA? Well, it turns out the CEO’s actual surname is Han, so the pun was right there for the taking. In the viral video that’s been making the rounds on Instiz and YouTube, ‘Jensen Han’ appears decked out in full Dubai-billionaire-inspired regalia, complete with a headpiece and a level of confidence that can only be described as ‘main character energy.’ He isn’t just selling a spread; he’s performing ‘magic’ tricks and acting out scenes that feel like they belong in a fever dream. It’s the kind of content that makes you go, ‘Who approved this?’—and that’s exactly why it works.
The brilliance of this campaign lies in its willingness to acknowledge how late they are to the party. By the time this aired on February 26, 2026, the ‘Dujjonku’ meme had already peaked. Hyundai knew that. So, instead of trying to convince us that Dubai chocolate is still the ‘coolest’ new thing, they leaned into the idea that it’s a chaotic, over-the-top obsession that refused to die. Watching a high-ranking executive engage in ‘Yeom-byeong-cheom-byeong’ (nonsense/making a scene) magic while floating in the air is the kind of self-deprecation that builds instant trust with Gen Z and Millennial consumers. It says, ‘We know this is ridiculous, and we’re having fun with it too.’
Slang Lessons and the Power of ‘MZ Young’
One of my favorite parts of this whole saga—and trust me, there are many—is the interaction between the CEO and his younger staff. They introduced a character called ‘MZ Young,’ a Gen Z employee who is essentially there to keep the CEO in check and teach him the latest slang. In one hilarious segment, she prepares a full lecture on modern vocabulary. She introduces the term ‘Bam-ti,’ which she explains means ‘ugly’ (short for ‘chestnut-tee’). When the CEO asks, ‘Wait, am I Bam-ti?’ the comedic timing is just *chef’s kiss*. It highlights the generational gap in a way that feels authentic rather than forced.
Then there’s ‘Gimi Sang-wook,’ an employee who has clearly mastered the art of ‘walking the line.’ He’s the one who is supposed to ring a bell (the ‘carrot bell’) whenever things get too risky or weird, but he rings it constantly. Even though he’s technically talking to his boss, he treats him with a level of informal bluntness that is so typical of the shifting corporate culture in Korea. This ‘MZ-power’ dynamic is a huge reason why the video hit over 74,000 views so quickly. People aren’t just watching for the food; they’re watching for the office chemistry and the blatant disregard for traditional hierarchy. It’s refreshing to see a major corporation allow its employees to roast the boss on camera.
“The Gen Z employee teaching the CEO what ‘Bam-ti’ means is the peak of 2026 content. She’s so lovely but she’s basically calling her boss ugly to his face with a smile. I’m crying.” — YouTube Commenter ‘K-Life99’
The ‘Camel Dung’ Cookie: A Visual Disaster?
Okay, let’s get to the actual food, because this is a curator’s review after all. During the video, the team attempts to make the ‘perfect’ Dubai Jjon-deuk Cookie using their featured spread. The result? Well, even the person who posted it on Instiz admitted it looked like ‘낙타똥’ (camel dung). Real talk: it was not pretty. It was dark, lumpy, and visually… challenging. But here’s the thing—in the world of K-Food trends, sometimes the ugliest things taste the best. The spread itself is a mix of pistachio and crunchy kadayif, designed to be versatile enough to put on anything.
I’ve been testing various Dubai-style spreads for about two weeks now, and the consistency of the Hyundai version is actually quite impressive. It’s got that signature crunch that we all fell in love with when the trend first began, but the 2026 version feels more refined in terms of sweetness. It’s less of a sugar bomb and more of a nutty, textured experience. However, seeing the CEO struggle to form a cookie while his staff watched in horror was a reminder that maybe some things are better left to the professionals—or at least to those who aren’t trying to do magic tricks at the same time.
The Blind Taste Test: A Corporate Trap
The climax of the video involves a blind taste test that is honestly every employee’s worst nightmare. The production team gathered ‘experts’ from within the company—people who supposedly know their Dubai cookies—and asked them to critique several samples. They had no idea that one of the samples was a ‘masterpiece’ created by ‘Jensen Han’ himself. The feedback was brutal. We’re talking ‘Nadeo-dui’ (You’re dead) levels of harshness. One staff member even suggested the creator should quit their day job.
The moment the reveal happened was pure gold. Watching the employees’ faces go from ‘this is trash’ to ‘oh my god, that’s the CEO’ in a matter of seconds is the kind of reality TV we deserve. But what made it wholesome was the CEO’s reaction. Instead of being offended, he leaned into the ‘video message’ format, jokingly forgiving them while they all scrambled to change their tune. ‘Oh, actually, now that I taste it again, it’s quite deep!’ one employee said, pivoting faster than a K-pop idol during a choreo change. It’s this kind of ‘silver-lining’ humor that makes the Hyundai Home Shopping channel feel more like a variety show than a sales platform.
“The way they all flipped their opinions the second they saw the CEO’s face… I’ve never felt more represented as an office worker. Good luck to their future careers lol!” — Instiz User ‘OfficeGhost’
Why Surrealist Marketing is Winning in 2026
So, why are we still talking about this? Why did a home shopping video about a ‘dead’ trend garner so much engagement? It’s because we’re living in the era of Surrealist Marketing. In 2026, consumers are tired of the polished, perfect aesthetic. We’ve seen enough ‘aesthetic’ sourdough toast and perfectly lit pistachio lattes. We want something that feels human, even if that ‘human’ is a CEO dressed like a genie. By embracing the ‘death’ of the Dubai trend, Hyundai actually made it relevant again. They turned the product into a prop for a larger story about corporate culture, humor, and the shared experience of being ‘online.’
This approach also taps into the ‘B-grade’ culture (B-geup gamseong) that has always been popular in Korea but has reached new heights lately. It’s about finding joy in the slightly awkward, the slightly messy, and the very weird. When a brand admits their product looks like ‘camel dung’ but tells you it tastes great anyway, you’re more likely to believe them than if they showed you a photoshopped, perfect version. It’s honesty through absurdity, and for someone like me who reviews products for a living, it’s a breath of fresh air.
Mina’s Honest Verdict: Buy or Bye?
Okay, here is my final take. If you’re looking for a sophisticated, high-end dessert experience, this probably isn’t the ‘Dujjonku’ for you. The visuals are a bit of a mess, and the marketing is louder than the actual flavor profile. However, if you’re someone who loves the pistachio-kadayif combo and wants a spread that you can mess around with at home (and maybe have a laugh while doing it), the Hyundai Dubai Spread is actually a solid 4/5 stars. It’s practical, the price point is fair for the amount of kadayif they pack in, and it’s a great conversation starter.
Is the Dubai trend dead? Maybe. But as long as brands like Hyundai keep finding ways to make us laugh about it, it’s going to have a very long, very weird afterlife. Trust me on this one—sometimes the best way to enjoy a trend is to watch it die and then see it come back as a meme. If you’re curious, go watch the video for the ‘Jensen Han’ magic alone. Even if you don’t buy the spread, the entertainment value is free, and in 2026, that’s a win in my book. Just… maybe don’t call your boss ‘Bam-ti’ unless you’re as brave as MZ Young.
“Honestly, I bought the spread just because the video was so funny. It’s actually not bad? The crunch is real. But I’m still laughing at the magic tricks.” — Instiz User ‘TrendHunter26’
What do you think? Are you over the Dubai chocolate craze, or are you ready for the ‘surrealist’ era of K-food? Let me know in the comments, and if you’ve tried making your own ‘Dujjonku,’ please tell me they looked better than the CEO’s! Until next time, stay hungry and stay weird.
