Dubai Chocolate has rapidly become a sensational success story and a powerful symbol of Emirati soft power, captivating confectionery lovers worldwide. Originally launched by British-Egyptian entrepreneur Sarah Hammouda and Filipino chef Noel Katis through their company Fix Dessert Chocolatier in 2021, the chocolate combines a luxurious milk chocolate shell with a crispy, pistachio-flavored kunafa filling—a fusion of authentic Eastern flavors with modern tastes.
The trend gained global momentum in late 2023, fueled by viral TikTok videos showcasing the chocolate’s signature “crunch” moment. This social media craze propelled Dubai Chocolate into the spotlight, leading to rapid sell-outs of products from major brands like Ghirardelli and Lindt, and inspiring numerous international recreations.
By 2025, Dubai Chocolate had become a global phenomenon, appearing in stores from Dubai Duty Free to supermarkets across Europe, North America, and Asia, generating millions in revenue. Its distinct texture, layered flavor profiles, and visually stunning contrast between the rich chocolate exterior and vibrant green pistachio interior make it a highly shareable and sought-after treat. The craze has even caused supply chain disruptions, including a pistachio shortage due to soaring demand.
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