Scroll through TikTok or Instagram, and you’ll likely spot a pistachio-green-filled chocolate bar stealing the spotlight. Dubbed ‘Dubai chocolate,’ this indulgent treat has taken the world by storm, selling out everywhere and driving foodies wild. So, what’s the hype behind Dubai chocolate, and why can’t we get enough? Let’s unwrap the sweet details.
What Is Dubai Chocolate?
Dubai chocolate is a decadent chocolate bar that blends rich milk chocolate with a unique, Middle Eastern-inspired filling. The star of the show is its gooey, crunchy interior, made from:
- Kadayif (or kataifi): A shredded phyllo pastry that adds a satisfying crunch, reminiscent of the traditional Middle Eastern dessert knafeh.
- Pistachio cream: A smooth, nutty spread that gives the bar its signature green hue and creamy texture.
- Tahini paste: A subtle, sesame-based ingredient that enhances the nutty flavour profile.
Each bar is handcrafted with premium ingredients, encased in a smooth Belgian milk chocolate shell, and often decorated with colourful edible splatters. The combination of creamy, crunchy, and nutty elements creates a multisensory experience that sets Dubai chocolate apart from your average candy bar.
Why Has Dubai Chocolate Become So Popular?
The meteoric rise of Dubai chocolate can be attributed to a perfect storm of flavour, scarcity, and social media magic. Here’s why it’s become the must-have treat of 2024 and beyond:
A Viral TikTok Sensation
The spark that ignited Dubai chocolate’s global fame was a single TikTok video posted by food influencer Maria Vehera in December 2023. Her ASMR-style clip, featuring the satisfying crunch of the bar as she bit into it, racked up over 122 million views and nearly 7 million likes. The video’s vibrant visuals and tantalizing sound effects captivated audiences, prompting countless others to share their own reactions and recipe attempts. Social media platforms like TikTok and Instagram, where the hashtag #dubaichocolate has been used over 45,500 times, turned the bar into a cultural phenomenon.
The bar’s photogenic qualities—bright green filling, glossy chocolate, and colourful splatters—make it a natural fit for social media. Influencers and home cooks alike have been filming themselves cracking open the bar or recreating it, fuelling its viral appeal.
Unique Flavour and Texture
Dubai chocolate isn’t just another candy bar; it’s a flavour adventure. The combination of creamy pistachio, crunchy kadayif, and nutty tahini offers a taste profile that’s both exotic and nostalgic, especially for those familiar with Middle Eastern sweets like knafeh. Its multi-textured experience—smooth chocolate giving way to a gooey, crispy filling—sets it apart from standard chocolate bars. As one reviewer put it, “It’s like a dessert and a candy bar had a delicious baby.”
For chocolate lovers, it’s a luxurious treat that feels special and indulgent.
Cultural Fusion and Novelty
Dubai chocolate’s appeal lies in its ability to bridge cultures. By combining Middle Eastern flavours with the universal language of chocolate, it resonates with a diverse audience. For those unfamiliar with knafeh, the bar introduces an exciting new taste, while for Middle Eastern dessert fans, it’s a nostalgic twist on a beloved classic. This fusion of tradition and innovation makes it a standout in the crowded world of sweets.
The novelty factor also plays a role. Launched in 2021, Dubai chocolate feels fresh and modern, offering dessert lovers something they hadn’t tasted before. Its association with Dubai—a city synonymous with luxury and extravagance—adds to its allure, making it feel like a high-end treat worth splurging on.
The Power of FOMO
The fear of missing out (FOMO) has driven much of Dubai chocolate’s hype. Social media amplifies this by showcasing sold-out shelves and long lines at stores, making the bar feel like a rare treasure. Comments on TikTok and Reddit reveal a mix of excitement and frustration, with users lamenting, “I can’t find it anywhere!” or “It sold out in hours!” This scarcity-driven hype has even led to a reported global pistachio shortage, as demand for the bar’s key ingredient skyrockets.
Where to Find Dubai Chocolate (or Make Your Own)
If you’re in Dubai, you can try your luck ordering the original Dubai Chocolate Bar via Deliveroo, but be prepared to act fast. Outside the UAE, similar versions are available at retailers like Costco, Lidl, Waitrose, and Nuts Factory, though availability varies. Online platforms like Amazon and Etsy also sell inspired versions, but buyer beware—reviews are mixed.
Click here to buy our Premium Dubai Chocolate Bar.
Fancy attempting to re-create the Dubai Chocolate Bar at home? Read more about our step by step recipe guide here.
Final Thoughts: Is Dubai Chocolate Worth the Hype?
Dubai chocolate is more than just a candy bar—it’s a cultural phenomenon that blends tradition, innovation, and social media savvy. Its unique flavors, striking visuals, and limited availability have made it a global obsession, inspiring everyone from chocolatiers to home cooks. While the price and scarcity can be daunting, the experience of biting into that creamy, crunchy, pistachio-filled delight is undeniably special.
Dubai Chocolate: Frequently Asked Questions
Its popularity stems from a viral TikTok video in December 2023, which garnered over 122 million views, showcasing its satisfying crunch and vivid colors. The bar’s exotic flavor, limited availability, and photogenic appeal, combined with the allure of Dubai’s luxury image, have fuelled global demand and social media hype.
The Dubai Chocolate Bars reach $40 or more. Fans rave about its unique flavor and texture, but some find it pricey. It depends on whether you value the authentic, handcrafted experience or prefer more affordable alternatives.
Yes! You’ll need a chocolate mold, high-quality milk chocolate, kadayif (found at Middle Eastern stores), pistachio cream, and tahini. Toast the kadayif, mix it with pistachio cream and tahini, and encase it in melted chocolate. Check online tutorials from creators like Hajar Larbah for detailed recipes.
The original bar contains dairy, nuts (pistachios), and gluten (from kadayif), making it unsuitable for those with allergies to these ingredients. Always check labels on copycat versions, as ingredients vary. Vegan or gluten-free alternatives are not widely available but can be made at home with substitutions.
