Smooth pistachio cream, tahini, and knafeh-filled chocolate—Dubai chocolate. Many influencers have fueled the demand for this now-infamous treat. With a selling price of $20 and countless inspired spinoffs, the trend has gotten out of control.
In the 21st century, social media and influencers have rapidly gained power. Platforms like TikTok give new products lightning-fast market exposure. The Dubai chocolate craze is a perfect example, pushed into the spotlight by influencers like Maria Vehera257 and Ophelia Nichols.
The trend originally began with Sarah Hamouda, founder of FIX Dessert, a Dubai-based chocolatier. In an interview with Falstaff, she revealed that the idea stemmed from a pregnancy craving.
Sarah said: “The idea stemmed from a personal craving I had while pregnant with my second daughter. I was looking for something unique and fulfilling that I couldn’t find in typical desserts. I wanted to create chocolate bars that combined different textures and flavors, leading to the concept of ‘extra-filled’ bars that offer a satisfying and rich experience.”
That one creation sparked a global sensation, rippling through the dessert world and across social media.
The impact hasn’t just been cultural—it’s economic. The pistachios used in Dubai chocolate have become so sought-after that they’ve contributed to an international shortage of pistachio kernels, causing prices to soar from $7.65 to $10.30 per pound in just one year. A poor U.S. harvest—America being one of the top pistachio exporters—had already left the market vulnerable. Now, even brands like Lindt and Läderach are producing pistachio chocolates, yet still struggle to meet demand.
Trends like this have caused similar supply issues before, such as TikTok’s viral cucumber shortage. It’s surprising how much these trends can influence the global economy. Who would’ve thought a few viral videos could cause such widespread change?
Dubai chocolate has inspired other spinoffs too. Enter the Dubai chocolate strawberry cup, Dubai chocolate donut, and even Dubai chocolate ice cream. All these so-called “Dubai” products contain pistachio cream, chocolate, and knafeh. At this point, it seems that if something has those three ingredients, people are quick to label it “Dubai.”
But can anything with pistachio cream, chocolate, and knafeh really be called “Dubai”? That’s where controversy has begun. Some critics say the trend is being exploited. Others argue it borders on cultural appropriation—that you can’t simply name something “Dubai” just because it borrows from an idea that originated there.
Many small businesses have jumped on the trend and created their own takes. I was recently at a local ice cream shop in Scarsdale called Mimi’s, where they had just released a flavor labeled “Dubai chocolate.” I was intrigued, so I gave it a try. It was delicate, crunchy, and delicious—the flavor really stood out.
Lots of small businesses are putting their own twist on the trend. Ollie, a young chocolatier and small business owner, shared his success in an interview with the BBC.
Ollie said: “When I first brought it out a few weeks ago at a local farmers market as a guest flavor, I sold out.”
Entrepreneurs like Ollie are proof that trends like Dubai chocolate, combined with smart social media marketing, can truly launch a product.
It’s wild how far the trend has spread. I was recently walking through Scarsdale and saw that even a 7-Eleven was selling Dubai chocolate. Out of curiosity, I bought one—and it cost around $22 after tax. The fact that a global franchise like 7-Eleven is carrying it says a lot about the trend’s reach. A small, local idea has turned into a worldwide sensation, changing not only menus but also market dynamics.
From my own experience, Dubai chocolate is one of the best-tasting chocolates I’ve ever had. It’s definitely been my favorite trend so far. But would I recommend it to others? Probably not. It’s something fun to try once or twice, just for the experience. But eating it every day? That’s not necessary. It’s pricey, and most people don’t realize how deeply it’s affecting the global economy. If the trend continues, chocolate could become even more expensive—and even harder to find.
Dubai chocolate has its highs and lows. Like any trend, it’s important to look at both sides to understand the full picture.
