The “Dubai Chocolate” craze has taken social media by storm, captivating sweet lovers worldwide. Recently, the viral sensation became available for purchase on Amazon at a reduced price during Black Friday, making it more accessible to consumers seeking special taste experiences. According to T-Online, the current price reduction of 20% makes the Dubai chocolate an attractive offer for those wanting to indulge in this unique treat.
The Dubai chocolate bar, known for its combination of fine milk chocolate and oriental ingredients, has been tantalizing sweet tooths around the globe. Its allure stems from a fusion of thick milk chocolate filled with a generous layer of pistachio cream, tahini, and kadaifi, drizzled with chocolate and sprinkled with pistachio on top. As Grazia reported, this exotic blend has quickly conquered the internet, becoming a viral phenomenon on TikTok with millions of views and thousands of replications.
The viral success of the Dubai chocolate can be traced back to social media platforms like TikTok and Instagram, where influencers played a key role in its rise to fame. The trend began when food influencer Maria Vehera posted a short video showcasing the chocolate bar, which quickly went viral. Her TikTok video, where she savored the candy designed by Fix Dessert Chocolatier, received over 90 million views, propelling the chocolate to global fame.
The creator of the original “Dubai Chocolate Bar”, Sarah Hamouda of Fix Dessert Chocolatier, found herself overwhelmed by the viral success of her creation. Terra reports that Hamouda explained on Instagram that the idea started with her pregnancy cravings. “It all started with pregnancy cravings,” she stated. The unique recipe combines chocolate, pistachio cream, and crispy strands of ‘aletria’ or angel hair pasta, resulting in a distinctive taste and texture that has captivated audiences worldwide.
As demand skyrocketed, the chocolate bar became a highly sought-after item, leading to shortages and high resale prices. Some resellers have been selling bars for as much as €300, as reported by Münchner Merkur. This high demand has even led to instances of smuggling. According to 20 Minutes, a thirty-year-old man was stopped by German customs at the Swiss border while attempting to bring 45 kilograms of the precious product into the country without paying customs duties.
The popularity of the Dubai chocolate bar has prompted many confectioneries and even large chocolate manufacturers to join the trend. The Swiss chocolate company Lindt seized the opportunity by launching its own version of the treat. As reported by 20 Minutes, Lindt put on sale “1,000 numbered bars, in ten shops” in Germany, causing endless lines of customers. Similarly, discount retailers like Netto have begun offering the confection, although not without receiving some criticism from consumers. Münchner Merkur reported that some users expressed anger about the addition of the viral Dubai chocolate to Netto’s assortment, suggesting that “affordable and price-stable staple foods would be the better alternative for a discounter.”
Despite the mixed reactions, the trend shows no signs of slowing down. The Dubai chocolate continues to sell out frequently, with high demand leading to long waiting lists and customers queuing for hours, even in freezing temperatures. DW (Deutsche Welle) reported that the craze has even reached traditional German Christmas markets, where visitors crowd in front of stalls to purchase the handmade “Dubai chocolate.” Nasratullah Kushkaki, founder of Kischmisch-Manufaktur, noted that Dubai chocolate is currently their best-selling product, sold out almost every day despite the price of 7.50 euros per 100 grams ($7.93 per 3.5 oz), as reported by Terra.
The influence of social media on the chocolate’s viral success cannot be overstated. Platforms such as TikTok and Instagram played a key role, with users sharing videos and photos praising its unique taste and exclusivity. Content creators emphasized the crunch of the chocolate when breaking it and the decadent texture of its interior, fueling demand. The novelty of its ingredients and the allure of being part of the trend contributed to its virality.
As a result of the craze, many pastry chefs and chocolatiers worldwide are recreating the chocolate in their own workshops. Almost a year after the craze began, dozens of recipes show how to make the sweet treat at home. While some question whether these versions can truly replicate the original creation by Fix Dessert Chocolatier, the trend of Dubai chocolate seems to be here to stay.
In the face of the ongoing demand, the future of the Dubai chocolate bar remains uncertain. Whether it will continue to captivate audiences or become a fleeting fad is yet to be seen. However, one thing is clear: the Dubai chocolate trend has made a significant impact on the confectionery world, highlighting the power of social media in shaping consumer trends.
