Is Dubai Chocolate Just a Gimmick?

posted on: Feb 18, 2026

By: Robert Jackson / Arab America Contributing Writer

Dubai chocolate took the world by storm last year. Spurred on by influencers on social media, the trend became widespread with companies all over the world creating their own versions. There were also many imitations and fake versions that started to be sold too. So is it just a fad? 

What is Dubai Chocolate?

The product known as Dubai chocolate was invented by Sara Hamouda, a British-Egyptian entrepreneur. She got inspiration for the chocolate in 2021 from a food craving while pregnant. By combining pistachio, tahini, and knafeh in a chocolate bar, a new food was born. Though the original product is made in small numbers, high demand driven by influencers pushed many companies to produce their own versions. 

Google Searches of “Dubai chocolate” in the last 5 years | Data Source: Google Trends

Social Media Hype

As shown in the above graph, interest in Dubai chocolate peaked around March of 2025. The exotic nature of the product and its vivid green color made it popular online, attracting a lot of attention. Many influencers posted themselves eating the chocolate on camera through platforms like TikTok and Instagram driving demand higher and higher. Even with competition from more established sweets, many in Europe and North America lined up to get their hands on the silky smooth candy. The product was so popular it even created a worldwide shortage of pistachios. Since then, interest has waned but still remains relatively high. Plenty of companies still offer their own takes on Dubai style chocolate even after the hype has died down. 

Here to Stay…

Dubai chocolate offerings remain popular in the UAE and internationally. Chocolateries in Dubai host tastings, pairings with fine teas and coffees, and even workshops where guests can learn about making chocolate. Outside of the UAE, the product has remained on store shelves as a high-end treat.

Dubai chocolate has enhanced recognition of Dubai as a trendy destination for foreigners looking for their next vacation destination. As time goes by, and demand declines, it may actually help the reputation of the chocolate. With less demand and less incentive for fraudulent manufacturers to produce the chocolate, the more high quality chocolate will rise to the top. 

Or Just a Fad?

Critics argue that much of the excitement around Dubai chocolate is superficial and, in some cases, even part of propaganda. They point out that many premium sweets are priced exorbitantly, with a heavy emphasis on presentation rather than taste. They certainly can be expensive; just one bar of chocolate from Ms. Hamouda’s company, Fix Dessert Chocolatiers, costs $20. 

There’s also the point that Dubai chocolate caters heavily to novelty. In shopping malls in the UAE, chocolate boutiques sit alongside luxury fashion houses and gourmet ice cream parlors. It’s easy to feel like you’re being sold an image of indulgence, perfect for social media. With legal battles over the production of the chocolate, international opinion may have been impacted negatively. 

The Answer: Here to Stay

Dubai’s chocolate scene does lean into spectacle and luxury, but that doesn’t inherently diminish its quality. Many local and imported brands in the city produce chocolate that stands up to international standards. When done well, these creations can be both delicious and visually beautiful.

At the same time, the emphasis on luxury and novelty means that not all offerings are created equal. There have been many companies offering poor quality copies, claiming to be Dubai chocolate, that have diminished the reputation of the candy, but that does not represent the entire candy. 

Ultimately, as with most things, tastes are subjective, however there is no doubt that many people do like the chocolate.

If influencers say it’s the best chocolate in the world and you want to have the best, you might be disappointed if you don’t like it. But if you’re open to trying something new, then Dubai chocolate has plenty to offer. It reflects the brand of Dubai itself: bold, boundary-pushing, and luxurious. For many, enjoying this chocolate isn’t just about taste, it’s about experiencing indulgence. 

Final Verdict

Dubai chocolate is not a gimmick, but it isn’t traditional either. It is a blend of high-end presentation, culinary innovation, and good marketing. It reflects the city’s strong personality. Whether that’s seen as overly indulgent or stylish depends on your own palate and preferences, but you can’t deny it isn’t popular.

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