How Dubai chocolate conquered world’s sweet tooth?

Known as “Dubai chocolate,” this new treat – consisting of kunefe, pistachio cream and chocolate coatings – has sparked long queues outside shops, with customers willing to pay up to $50 for a small piece.

From the United Arab Emirates (UAE) to the United States (U.S.), Singapore to New Zealand, and South Korea to Türkiye, a new chocolate craze has swept across the globe.

Who invented Dubai chocolate?

The trend originated from a shop in Dubai, UAE, called “Fix Dessert Chocolatier.” Founded in 2021 by British-Egyptian entrepreneur Sarah Hamouda and Filipino chef Nouel Catis Omamalin, the brand initially named the chocolate “Can’t Get Knafeh of It,” a title inspired by Hamouda’s husband.

Hamouda describes the global excitement surrounding the product as “surreal.” While the shop initially received single-digit orders daily, it now handles about 100 orders per minute.

“I never thought this would become a global flavor,” Hamouda noted, adding that she now receives messages and videos from people as far as Canada, Argentina, and Romania: “What is happening is crazy.”

Omamalin, regarded as the brain behind the recipe, shares that his inspiration comes from nostalgia: “I always create things with nostalgia. I return to childhood memories of specific cultures, or any culture in general. You can never go wrong when you think about nostalgia.”

What’s inside Dubai chocolate?

According to Fix Dessert Chocolatier, these chocolate bars are made by encasing crispy kadayif, pistachio and tahini paste within a chocolate shell. The bars are also dipped in pistachio cream.

The contrasting textures are striking: the soft filling is made of finely shredded crispy kunefe and creamy pistachio paste, while the outer chocolate shell is firmer.

Food critics and journalists who have sampled the treat generally share very positive reviews.

Where can you get it?

One of the most crucial things to know about the chocolate “Can’t Get Knafeh of It” is that the original product is only available for delivery in Dubai.

The product gained fame so quickly that scammers and counterfeit producers immediately tried to cash in. Many users investigating whether the product is shipped outside the UAE encountered fake websites that use the Fix name and require at least ten chocolates to be added to the cart.

On Aug. 13, the company warned customers via Instagram to be wary of fake sellers.

Original products are only available in Dubai and can only be ordered through Deliveroo at specific times, either 2:00 p.m. or 5:00 p.m. local time.

Hamouda, in a statement to TODAY.com, revealed exciting plans in the works for future offerings, suggesting that one day this treat could be accessible worldwide. However, she added that they are currently unable to meet the hundreds of requests from different regions.

This means that Dubai chocolates purchased from local shops outside the UAE belong to producers who have developed their similar recipes. Many chocolate makers and local shops are creating their versions.

Staggering prices for unique treat

A representative from Fix revealed to today.com that individual chocolate bars are priced at about $18.50, while a box sufficient for six people costs $105.

However, the popularity of Fix chocolates has led to even higher prices of similar products. Some sales sites list a single bar for as much as $56. In Singapore, a 200-gram chocolate bar has been found to sell for $59.

Despite these exorbitant prices, consumers don’t seem deterred. Many view this treatment as something that “must be tried at least once in a lifetime.”

Viral sensation on social media

The chocolate gained worldwide fame thanks to a TikTok video posted in December 2023 by a Dubai-based foodie, Maria Vehera. In the video, Vehera takes a bite of a Fix bar and shares her thoughts, which has amassed over 80 million views to date.

Following that video, numerous local shops and talented chefs began sharing videos of their own similar recipes. Throughout the year, the hashtag #dubaichocolate has been used on Instagram at least 45,000 times.

While some express concern about the competition, Hamouda takes immense pride in the trend. “We receive messages like, ‘Thank you for inspiring us at home,’ so I am proud of this,” she says.

Understanding psychology behind trend

According to the “New Generation Social Commerce Handbook” published by Snapchat and Havas Media in 2021, 60% of users in India trust social media for product reviews and recommendations. This trend reflects the shift in consumer behavior, highlighting the role of social media platforms as new avenues for word-of-mouth communication.

Today’s consumers rely more on influencers and peers than on traditional advertising. This connection likely explains why products like Dubai chocolate can rapidly gain fame, becoming viral sensations.

Why did Dubai chocolate go viral?

Several theories exist regarding the viral nature of Dubai chocolate:

• ASMR effect: When the bar is broken, the filling oozes out while the outer shell crunches. This sensory experience makes the product highly shareable on platforms like Instagram and TikTok.
• Exclusive appeal: The “Can’t Get Knafeh of It” bars are exclusively available in Dubai and can only be purchased during limited hours, enhancing their desirability.
• Fear of missing out (FOMO): Consumers experience FOMO when they see peers praising the chocolate, driving them to seek out this treat. This psychological phenomenon encourages individuals to be part of the latest trend, significantly contributing to its virality.
• Cultural curiosity: Dubai chocolate resonates culturally by blending traditional Middle Eastern flavors with modern chocolate recipes. According to a study by McKinsey & Company, brands that adapt cultural elements forge deeper connections with customers, transforming a beloved dessert into a new flavor for Arab cuisine enthusiasts.

Famous chef in Türkiye creates anchovy Dubai chocolate as reaction

The famous chef has introduced a competitor to Dubai Chocolate on social media with his anchovy chocolate.

While Dubai chocolate continues to attract great interest among citizens, it is also being produced in alternative ways in different countries and cities. Following the trend of Dubai chocolate, another innovation has emerged: “Dubai Anchovy.”

Renowned chef Mehmet Gezgin, who is quite popular on social media, has made anchovy Dubai chocolate.

As the symbol of the Black Sea region, anchovy has gained significant attention with this new interpretation, receiving both criticism and praise from social media users.

In his post, the chef mentioned that this creation was intended as a humorous take, aimed at dissuading his followers from the Dubai chocolate trend.

In conclusion, the phenomenon of Dubai chocolate highlights not only the power of social media in shaping food trends but also the creativity and innovation within the culinary world.