Maison Once a Year sells out initial cookie stock, plans to scale up for Chuseok

Cake brand Maison Once a Year said it will increase seasonal production to 10,000 units to meet Chuseok gift demand.

According to Maison Once a Year, its Butter & Hazelnut Coffee Dubai Chewy Cookie sold out an initial run of 3,000 units on Coupang Inc within six days of going on sale. The result came without advance reservations or large-scale pre-launch promotions after the product listed on the platform in late July. The brand plans to scale up production to 10,000 units this season to meet Chuseok demand.

True to its name, Maison Once a Year is a brand built around making cakes for special occasions that come "once a year." It has offered seasonal fruit cakes at 16 department stores nationwide.

Unlike the brand's cakes, which require a reservation and an in-store pickup, the Dubai Chewy Cookie line is available through Coupang Inc's Rocket Delivery service and arrives at the customer's door the day after ordering.

The cookies were developed using recipes crafted by a chef with 30 years of experience as a hotel executive chef. Rather than a dry texture, the brand set a moist crumb and a lingering butter flavor as its benchmarks. The line comes in two varieties: a plain butter cookie and a hazelnut coffee cookie.

The lid of the tin case features "Kui," a cat character holding a heart-shaped cookie. Described as the "cookie delivery cat," the character is paired with the message: "I will make sure this feeling reaches you safely."