Global Dubai-style chocolate food trend

The viral Dubai-style chocolate trend, characterized by its pistachio and crunchy filling, has expanded into a global gastronomic phenomenon. In markets such as Spain, supermarket chains like Mercadona have introduced more affordable versions of the dessert, following rapid stockouts of more expensive brands. The trend has also reached Argentina through various confectionery items like ice cream and alfajores, while consumers continue to recreate the recipe at home using ingredients like kataifi or filo pastry.

However, the trend has shown signs of rapid decline in certain regions. In South Korea, data analyzed by National Assembly member Jung Il-young indicates a sharp drop in the popularity of ‘Dujonku’ (Dubai chocolate chewy cookies). Import data shows that pistachio imports plummeted by 92.6% between February and July, while inspections for processed foods containing ‘Kadayif’ decreased by 93.5%. Trademark applications related to the trend also saw a massive decline, dropping 95.7% from their peak. Representative Jung noted that these rapid shifts in consumer behavior highlight the risks for small business owners who may over-invest in short-lived social media trends.

In Japan, the trend has manifested through new dessert variations. ‘Dubai Chocolate Mochi Cookies’ have gained popularity, featuring pistachio filling mixed with crunchy kataifi pastry wrapped in a chewy, marshmallow-like dough. Consumers have noted varying textures between brands, with the In Style Japan version receiving praise for its ‘balanced sweetness and high-quality pistachio aroma’.