Dubai chocolate trend spreads from UAE to global markets

The “Dubai chocolate” trend has transitioned from a viral social media sensation to a global dessert phenomenon. Originally popularized by FIX Chocolatier in the UAE, the treat features a thick chocolate shell filled with pistachio, tahini, and crunchy kataifi pastry—flavors inspired by the traditional Middle Eastern dessert, knafeh.

The trend gained massive international momentum following a viral video by a Ukrainian food influencer, leading to widespread adoption in markets like New York. In Manhattan, dessert shops such as Sweet Graffiti and The Nuts Factory have integrated the flavor profile into various forms, including cookies, milkshakes, and ice cream. Major brands like Ghirardelli have also entered the market with “Dubai-style” products to meet consumer demand.