Dubai is famous for skyscrapers, gold souks, and desert safaris but lately, it has given the world something entirely unexpected in the form of a viral chocolate bar. Known simply as Dubai chocolate, this sweet has become a global sensation, popping up all over social media and sparking debates in food circles. Here are 10 fascinating facts you probably didn’t know about Dubai chocolate.

1. It Was Born in 2021

Dubai chocolate was first created in 2021 at fix Dessert Chocolatier by a British-Egyptian engineer named Sarah Hamouda in collaboration with a Filipino culinary expert called Nouel Catis Omamalin. The pair had a very simple mission, which was to take classic Middle Eastern flavors and reinvent them inside a chocolate bar.

2. A Sweet Tribute to Knafeh

Dubai chocolate didn’t appear out of thin air. Its flavors are deeply rooted in one of the most famous desserts in the Middle East called knafeh. If you have ever tried knafeh, you know it is a warm, gooey dessert made with the following ingredients:

  • cheese
  • shredded pastry
  • pistachios
  • sweet syrup

It is rich and pretty nutty. As for the taste, it is unforgettable.

The creators of Dubai chocolate took those same elements and reimagined them inside a chocolate bar. The pistachio brings the green color that accompanies the chocolate as well as its nutty sweetness. Then there is the tahini, which balances the sugar level with a sesame richness. Another ingredient known as kadayif, which are crispy golden threads of filo pastry, give it the crunch that makes every bite addictive.

3. It Went Viral Thanks to Social Media

The rise of Dubai chocolate is a perfect example of how food and social media feed off each other. Instagram and TikTok turned this dessert into a global phenomenon almost overnight. The social media promotion was insane. For example, there were videos showing people snapping open the chocolates, cameras capturing the crunch as well as the golden threads of kadayif spilling out, and the highlights were the bright green pistachio-tahini cream oozing lavishly from the middle. These kinds of visuals proved irresistible for content creators and viewers alike. Within seconds, you have on your hands videos that people want to share, save, and try to recreate.

Food influencers from Dubai to New York started posting their reactions, and soon millions of people were searching for where to buy it. The crazy part was that some people even booked trips to Dubai just to try the original bar.

4. It Looks as Good as It Tastes

Close-up of Dubai chocolate bar with pistachio and kadayif filling inside smooth milk chocolate

Part of the magic of Dubai chocolate is that it is not only delicious but also very pleasing to the eyes. The bright green of the pistachio cream, the golden strands of crunchy kadayif, and the smooth glossy chocolate coating make it look like a work of art. When you hold it in your hands, you can see why people call it the most photogenic chocolate bar in the world.

This is the kind of sweet that was made for Instagram. Food bloggers and travelers line up their shots to capture that perfect break, which is the moment the chocolate cracks open and the colorful filling spills out. It is the kind of image that makes you stop scrolling and pay attention.

Dubai chocolate ultimately became one of those rare foods that have the ability to satisfy both the camera and the palate.

5. Even Big Chocolate Brands Joined In

The craze around Dubai chocolate grew so quickly that it didn’t take long for global giants to notice. By 2024, major international brands like Lindt were experimenting with their own versions. When a small creation from a boutique chocolatier in Dubai catches the attention of a company with shelves in nearly every supermarket in the world, you know it has totally gone mainstream.

What started as a niche dessert you could only find in a Dubai shop suddenly became a global trend. Supermarkets in Europe, Asia, and even North America began stocking variations of the bar. Of course, some versions stayed true to the pistachio and kadayif filling, while others put their own spin on it.

6. It Sparked Legal Battles

Success always brings competition, and Dubai chocolate was no exception. In Germany and other parts of Europe, lawsuits began over who could actually use the name “Dubai chocolate”. Some argued that only bars made in Dubai should carry the name, while others claimed the recipe itself had already become a global product that anyone could reproduce.

The debate honestly started to sound very similar to the fights over Champagne in France or Parmesan in Italy. Just like those foods are protected by law to ensure authenticity, some believed Dubai chocolate should also be treated as a specialty tied to its place of origin.

7. Health and Safety Issues Made Headlines

Of course, not every bar that hit the shelves lived up to the hype. When Dubai chocolate spread beyond its original makers, quality started to vary. In Europe, some food safety tests raised eyebrows. Inspectors found undeclared sesame, which comes from the tahini used in the filling. Others discovered traces of fats that were not pure cocoa butter, and in a few cases, even mold toxins in the pistachios.

These reports made headlines and worried some fans, but they also revealed something bigger. And this was that the massive success of Dubai chocolate had created a flood of imitations. Everyone wanted to cash in on the craze, and not every producer paid close attention to quality or labeling.

8. It Became a Symbol of Dubai’s Creativity

Modern Dubai skyline with tall glass towers reflecting in a lake surrounded by palm trees

Beyond the debates and controversies, Dubai chocolate has come to represent something bigger, which is Dubai’s incredible talent for innovation. Dubai has always been known for thinking outside the box, whether it is building the tallest tower in the world or creating luxury experiences. The same spirit lives inside this little chocolate bar.

At its core, Dubai chocolate takes flavors that are deeply traditional (pistachio, tahini, and kadayif ) and reimagines them in a way that feels modern and global. They created a unique food that is instantly shareable. In addition to building impressive skyscrapers, Dubai also knows how to turn everyday pleasures like dessert into something extraordinary.

9. Tourists Flock to Buy It

When you visit Dubai today, you do not have to search hard to find Dubai chocolate. It is sold in boutique shops that feel more like jewelry stores, displayed in luxury malls alongside designer brands, and stacked high in duty-free shops at the airport. For many travelers, it has quickly become the perfect edible souvenir.

It is very common to see tourists walk out of Dubai Mall with gift boxes tied in silk ribbons, treating the chocolate like treasure. At the airport, entire shelves are dedicated to it, with travelers grabbing bars for family and friends before their flights. It has become one of those must-try experiences in Dubai, right up there with riding an abra on the creek or visiting the top of the Burj Khalifa.

10. A German Court Ruled Against “Fake” Dubai Chocolate

The story of Dubai chocolate took another dramatic turn in January 2025. A German court ruled that famous supermarket chain Aldi had to stop selling its product which they called “Alyan Dubai Handmade Chocolate”. The reason was simply because the name had the ability to deceive consumers into thinking the chocolate was actually produced in Dubai, when in reality it had no connection with the city and was rather made in Turkey.

This case sums up just how big Dubai chocolate has become. When a dessert gets so popular that courts in Europe have to decide who can use the name, you know it has gone beyond being just a food trend. It has turned into a brand, a cultural identity, and even a legal battleground.

How Much Does Dubai Chocolate Cost?

For a treat that has gone this viral, you might be wondering what it costs to get your hands on one. Prices vary a lot depending on where you buy it, but on the official Dubai Chocolate Bar website, the regular price is currently listed at $35.99 USD. That might sound steep for a single bar of chocolate, but considering its story, unique flavors, and global demand, many people see it as a luxury worth trying at least once.

Where to Buy Dubai Chocolate

If you are wondering where to get your hands on this viral chocolate, the good news is that you have options both in Dubai and abroad.

In Dubai itself, you can buy it directly from Fix Dessert Chocolatier, the boutique shop where it was first created. You will also find beautifully packaged bars in luxury malls like Dubai Mall and at Dubai International Airport duty-free, where travelers often pick them up as edible souvenirs.

For those outside the UAE, Dubai chocolate is sold on the official Dubai Chocolate Bar website, where a single bar currently costs $35.99 USD. Specialty online shops and even global chocolatiers like Lindt have released their own versions, which you can sometimes find on Amazon or other large retailers.

Because of its popularity, there are plenty of imitations out there. Some copies have even faced bans in Europe due to mislabeling or quality concerns. To taste the authentic version, your safest bet is still to buy it in Dubai itself or from the official online store.