Food 4 Thought: Dubai Chocolate
Lindt Dubai Chocolate made its U.S. debut at an event in NYC on Dec. 12, 2024. (Business Wire)
If you’ve been on the internet in the past year, you probably know about the global sweet treat sensation that is Dubai chocolate. The treat itself is a chocolate bar filled with pistachio cream and crispy kataifi, a Middle Eastern dessert made by shredding phyllo dough.
The bar was first popularized in 2022 by Sarah Hamouda at FIX Dessert Chocolatier. Although initially sold as a luxury gift, they are now more accessible, due to their boom in popularity over the past few years.
On Dec. 18, 2023, TikToker @mariavehera257 posted a taste test video that sits currently at 146.2 million views. Many consider the video to be largely responsible for the popularity of Dubai chocolate among American viewers.
Several chocolate companies have added Dubai chocolate to their menu, including Lindt, Ghirardelli and Läderach. Notably, Dubai chocolate can be purchased at Safeway, Westfield Valley Fair Mall and Costco near campus.
“I love everything ‘Dubai chocolate,’” said Advaitha Ekkirala ’27, a self-proclaimed big fan of the item. “One of my favorites is the bar from Costco.”
Additionally, restaurants and stores have begun to make their own Dubai chocolate-inspired items. Starbucks recently launched two Dubai chocolate-flavored drinks for its limited winter menu on Jan. 6 and introduced two Dubai chocolate bakery items on Feb. 9. Companies such as Shake Shack and Crumbl have also released themed food items due to the ongoing popularity.
Pistachio, following the Dubai chocolate phenomenon, has experienced a steady growth in desserts and beverages such as ice cream, pastries and lattes. In the 2024-2025 agricultural cycle alone, the United States produced 498,952 metric tons of the seed—which is 41% of the world’s production.
As with many TikTok-driven food trends, Dubai chocolate’s internet life didn’t stop at people trying it. It shifted from a luxury dessert to an internet symbol that became wrapped into memes—especially “brainrot” humor.
Tied to Labubus, “67” jokes, and even the sudden surge of matcha, Dubai chocolate has become a punchline rather than a luxury dessert. Much like Labubus, Dubai chocolate has evolved into a symbol of consumerism.
Whether Dubai chocolate fades or evolves, its rise shows how fast something can become a viral, worldwide trend.