Dubai chocolate, officially named 'Can't Get Knafeh of It', is more than a dessert. It's a spectacle, a drama, and a social media sensation rolled into a glossy chocolate bar. Vivid green pistachio cream gushes over crispy kataifi layers with every snap, creating a hypnotic drip that has mesmerised millions online. By the end of 2023, a single video had been viewed over 100 million times, turning a simple chocolate bar into a global obsession.
How Dubai Chocolate Was Born?
The story behind Dubai chocolate is almost cinematic. In 2021, Sarah Hamouda, a British-Egyptian engineer living in Dubai, was craving something unique during her pregnancy. She teamed up with pastry consultant Nouel Catis Omamalin to create a fusion of Middle Eastern nostalgia and chocolate bar convenience. The result: a chocolate shell, milk or dark, encasing pistachio-tahini cream, layered with crunchy kataifi, the shredded filo pastry commonly used in knafeh.
Every bar was treated like a piece of art. Hand-painted streaks and bold colours made each chocolate visually irresistible. The local community buzzed, but it was a single TikTok clip that propelled Dubai chocolate to international fame. The sharp snap of the chocolate, the ooze of green pistachio cream, and the crunch of kataifi layers created the perfect ASMR moment, captivating viewers worldwide.
Why Everyone Is Obsessed?
Dubai chocolate’s viral success wasn’t accidental. It ticked every box of modern foodie fascination:
- The Snap: That crisp, satisfying break of chocolate is ASMR gold.
- The Ooze: Thick pistachio cream flowing out like liquid velvet makes viewers pause and replay.
- The Crunch: Kataifi adds texture drama, making every bite visually and sensorially compelling.
- The Scarcity: Sold only in Dubai by Fix Dessert Chocolatier, the bars are not shipped abroad, creating exclusivity that fuels desire.
- The Timing: Pistachio was already trending in 2025 as a flavour for gelatos, lattes, and desserts.
- The Ripple: Big brands like Lindt launched Dubai-style chocolate ranges in the UK, while supermarkets worldwide struggled to keep shelves stocked.
The combination of sensory delight and scarcity created a perfect viral storm. Social media feeds flooded with videos of dripping chocolate, while food bloggers dissected every layer of flavour and design. Dubai chocolate had transcended a simple dessert; it had become a cultural phenomenon.
How Dubai Chocolate Shook Global Markets
The craze surrounding Dubai chocolate had unexpected real-world effects. By early 2025, global pistachio prices began climbing, with farmers struggling to meet soaring demand. Exporters warned of spiralling costs, and supply chain analysts pointed fingers at a single dessert bar as the unlikely culprit behind a nuts shortage. TikTok had not only influenced taste buds but also disrupted agricultural markets.
This chocolate bar exemplifies how viral content can influence commerce, agricultural trade, and consumer trends. From Instagram Reels to TikTok clips, Dubai chocolate illustrates the power of visual storytelling in shaping global markets.
Real vs. Copycat Bars
With fame came imitators. In Germany, food regulators tested bars labelled 'Dubai chocolate' and found mislabeling, undeclared allergens, and contamination. Turkish knockoffs even contained hidden sesame from tahini. Scam websites began selling fake versions to desperate buyers. Online reviews varied widely: some praised the spectacle, while others argued that the hype overshadowed flavour, dubbing it 'more spectacle than flavour bomb.'
The debate turned Dubai chocolate into more than a snack; it became a conversation about trust, authenticity, and the power of hype in the digital age.
Making Dubai Chocolate at Home
Not everyone can fly to Dubai for the iconic chocolate bars, but DIY enthusiasts are attempting their own versions. While recreating Fix Dessert Chocolatier’s artistry is nearly impossible, the basics can be replicated at home.
Ingredients (makes 2-4 small bars)
- 200 g milk or dark chocolate
- 80 g pistachio butter or paste
- 1 tbsp tahini (optional)
- 100 g kataifi (or shredded filo pastry)
- 20 g butter or neutral oil
- Pinch of salt
- Optional: chopped pistachios or white chocolate drizzle
Method
- Toast the kataifi: spread on a tray, toss with melted butter, bake at 180°C until golden and crunchy.
- Prepare the filling: mix pistachio butter, tahini, and salt into a thick cream.
- Melt the chocolate gently over a bain-marie.
- Pour a base layer of chocolate into moulds and chill briefly.
- Add a layer of kataifi, then spoon pistachio cream on top.
- Cover with more chocolate, smooth the top, chill until set.
- Unmold and decorate with white chocolate drizzle or chopped nuts.
Tip: The quality of pistachio paste is key. A flat-tasting paste will make the whole bar mediocre.
Beyond the Classic Bar
Once something goes viral on TikTok, it rarely stays in one form. Dubai chocolate-inspired creations are now appearing in brownies, layered trifles, and even ice creams. Festivals and events like Coachella have featured artisanal versions, while chocolatiers in Australia, the UK, and India experiment with local nuts such as cashews to adapt flavours for their markets.
This evolution shows how a single culinary innovation can inspire global creativity. Dubai chocolate isn’t just a bar; it’s a platform for experimentation and cultural fusion.
Why Dubai Chocolate Is More Than a Dessert?
Beyond taste, Dubai chocolate represents the power of social media, the influence of scarcity, and the economics of viral trends. It’s a case study in modern consumer psychology:
- Visual Hype: A single video can make millions crave a product.
- Exclusivity: Limited availability drives desirability.
- Global Influence: From local cafes to international supermarkets, one chocolate bar impacted markets worldwide.
- Cultural Nostalgia: Fusion of Middle Eastern flavours and modern dessert design resonated with audiences globally.
- Economic Ripple: Pistachio shortages, price spikes, and imitation products show how viral trends affect real-world commerce.
Celebrity and Influencer Impact
Dubai chocolate's fame was amplified by influencers and celebrities. Food content creators documented each bite, creating anticipation for every new shipment. Instagram Reels and TikTok hashtags like #CantGetKnafehOfIt trended for months, cementing the bar’s status as a global icon. Even mainstream media took note, analysing supply chains and consumer behaviour sparked by a single dessert.
Artisanal chocolatiers worldwide have tried to capture the magic. In London, small shops serve pistachio-kataifi chocolate truffles; in Sydney, fusion desserts combine local nuts with the Dubai chocolate concept. In India, chocolatiers experiment with cashews and pistachios to offer a familiar yet novel flavour. These adaptations underscore how a single viral food item can inspire local creativity and entrepreneurial opportunities.
The Power of a Viral Snack
Dubai chocolate is a modern phenomenon demonstrating how taste, aesthetics, and scarcity can intersect with social media to create global trends. What started as a pregnancy craving in one kitchen evolved into a multi-faceted cultural and economic phenomenon, influencing food trends, viral content, and even global supply chains.
The bigger story of Dubai chocolate isn’t just the pistachio cream or kataifi crunch; it’s the narrative of a product becoming a global symbol of desire, innovation, and digital-age commerce. It exemplifies how a craving born in one kitchen can ripple into viral TikTok trends, influence supermarket shelves, and even affect global nut prices. Dessert has transformed into drama, hype, and commerce, all wrapped in a glossy chocolate bar.
Dubai chocolate is proof that in the 21st century, a simple sweet can become a global phenomenon, shaping taste, culture, and economics in ways no one could have imagined.
Also Read: Top 10 Matcha Cafes in Hyderabad You Must Try in 2025
About the Author:
Akanksha Sinha
I’m Akanksha Sinha, a dedicated Sports Content Writer and Blogger with proven expertise in creating engaging sports blogs, news stories, and entertainment-driven articles. With a passion for storytelling and a strong command of research, I strive to deliver content that not only informs but also captivates readers across all age groups. At Possible11, she covers fantasy sports, match previews, and trending topics, making her a trusted voice for sports enthusiasts.
Over the years, I have developed a keen ability to analyze matches, players, and sports trends, turning raw information into reader-friendly narratives that spark conversation and build engagement. My work balances insightful analysis with entertainment value, making it appealing to both casual fans and dedicated sports enthusiasts.
I specialize in:
- Fantasy Sports Analysis
- Sports News & Updates
- Feature Writing
- Long-form storytelling & feature writing
- Entertainment, lifestyle, and sports culture content
With a blend of creativity and credibility, I aim to be a reliable voice in sports content, contributing to the growth of platforms while engaging a diverse global audience. My goal is to inspire, inform, and entertain through every piece I write.
