From TikTok fame to supermarket shelves, Dubai chocolate proves how visual appeal, cultural storytelling, and FOMO can turn a local treat into an international sensation.
Originating in Dubai and exemplified by brands like Vlinder Chocolate, Dubai Chocolate has been one of the most talked about confectionaries of 2025.
Dubai chocolate refers to a distinct style of chocolate bar that typically features a blend of Middle Eastern ingredients, most notably pistachio cream and crispy kunafa (also spelled knafeh or kadaif) pastry, often with hints of tahini. The original and most celebrated iteration, “Can’t Get Knafeh of It,” was created in Dubai by Fix Dessert Chocolatier, founded by Sarah Hamouda, a British-Egyptian engineer in Dubai.
She is credited with inventing the viral sensation in 2021. Driven by a pregnancy craving, she envisioned combining chocolate with the rich flavours and textures of knafeh, a traditional Middle Eastern dessert.
Working with her creative partner, a culinary consultant Nouel Catis Omamalin, she developed a bar that offered a unique crunch from the kunafa and a creamy, nutty profile from the pistachio.
The bar named “Can’t Get Knafeh of It” went viral and sparked a global flavour trend that expanded far beyond Dubai.
The buzz quickly led to innovation in both menus and retail shelves. Saudi-based Vlinder Chocolate capitalized on the trend, launching Dubai-inspired chocolates in markets like South Korea—highlighting the worldwide appeal of Middle Eastern flavour profiles.
Brands like Vlinder have created a dedicated product line, including “Crispy Kunafa & Pistachio Chocolate Bars,” “Crispy Baklava & Pistachio Bars,” and upscale “Grandi Chocolate” versions—each incorporating signature regional ingredients.
This trend is reflected in the broader market outlook as well. The Middle East’s chocolate market, valued at USD 2.70 billion in 2024, is projected to grow to USD 3.78 billion by 2030, fueled by premium innovations featuring saffron, dates, and pistachios.
According to social media statistics Tastewise claims that social conversations around Dubai chocolate witnessed an astonishing 1,259% year-over-year increase. In the first quarter of 2025 alone, over 1.2 million chocolate bars were sold in the UAE, as reported by Gulf News.
The phenomenon gained significant traction in late 2023, largely fueled by a single TikTok video from influencer Maria Vehera, which garnered over 120 million views. This video, along with countless others, highlighted the chocolate’s visually appealing layers—the vibrant green of the pistachio against the rich brown of the chocolate—and its satisfying crunch, making it perfect for ASMR content. The “unboxing” and “break test” videos became a staple, driving immense curiosity and engagement.
This social media buzz led to an unprecedented demand, with the original Fix Dessert Chocolatier bars often selling out within hours. The perceived scarcity and exclusivity, coupled with the product’s photogenic qualities, created a powerful Fear of Missing Out (FOMO) effect.
Google search data also indicates a 128% surge in searches for “Dubai Chocolate” worldwide between January and March 2025.
Dubai’s artisanal chocolates are especially popular with millennials and Gen Z consumers, drawn by its perceived trendiness, rich flavours, and social media appeal.
