The nutty scent of pistachio and sweet cocoa wafts through the air, making your mouth water. You break the bar, a soft snap sound as the chocolate cleanly splits down the center. Inside, a rich, green pistachio cream combined with the grainy, crunchy texture of kataifi spills out, still warm in your hands. After taking that first bite, you savor every moment as you experience firsthand the internet sensation of Dubai Chocolate.
What is Dubai Chocolate, anyway?
A milk chocolate outer shell envelops a blend of shredded kataifi pastry, tahini, and pistachio paste. At first glance, it looks like an ordinary chocolate bar, but one mouthful proves otherwise. The diverse assortment of ingredients comes together to create a balance of crunch, silkiness, sweetness, and nuttiness, all wrapped in an elegant gold package.
How did it get so famous?
In December of 2023, Ukrainian food influencer Maria Vehera cracked open the chocolate bar—showcasing its satisfying texture and creamy filling—simultaneously beginning a craze across TikTok. With over 126 million views and 6.9 million likes, Vehera’s Dubai chocolate took the world by storm, making it a worldwide phenomenon. TikTok users everywhere began filming their own reactions, each clip featuring the familiar snap and indulgent bite. Soon, hashtags like #chocolate and #pistachiochocolate racked up millions of views. In fact, the hashtag #dubaichocolate counted 14 billion views alone. Dubai Chocolate became more than just a sweet treat—it created a new age of culinary social media.
Who actually created the chocolate?
Filipino chef Nouel Catis Omamalin and British-Egyptian engineer Sarah Hamouda take credit as the masterminds behind the invention. Hamouda was mid-pregnancy in 2021 when she suddenly had the craving for knafeh: a traditional Middle Eastern dessert made with shredded phyllo dough. Through development of the bar, she reached out to Omanalin, who honed his pastry and baking skills at the French Culinary Institute in New York. Together, they created the online store Fix Dessert Chocolatier, launching their famous chocolate: “Can’t Get Knafeh of It.”
Where can I buy one?
Due to the widespread popularity, you can likely find a bar at any supermarket or even your local CVS. However, Dubai chocolate has expanded past the limiting rectangular prism of the mold. Starring in cookies, croissants, pastries, ice cream, and even drinks, major food companies have taken their own stake in the excitement. For a limited time, Shake Shack offered a Dubai Chocolate Pistachio Shake with a crackable chocolate shell and topped with crunchy kataifi and pistachios. Crumbl offered its own brownie version, featuring a soft, fudgy base, a smooth layer of milk chocolate, a sprinkle of pistachio, and a signature crisp center. Perhaps one of the most sought-after desserts is the strawberries, each one enveloped in silky layers of sweetness. The strawberries, drizzled in chocolate, give every bite the perfect combination of tart fruit and rich flavor.
Is it really worth trying?
To put it simply, yes. Tired of seeing it constantly on social media, I knew I had to give it a try. When paying for my Dubai chocolate-covered strawberries at The Nuts Factory in Westfield Garden State Plaza, I winced a little at the price. However, my worries were quickly washed away when I took the first bite—first, a confusing mouthful of kataifi, then a blend of sweet flavors: pistachio, cacao, and strawberry.
Even if you have your doubts, trying the dessert is a must-have experience. Whether you love it or hate it, you can proudly say that you have tried the record-breaking internet sensation of Dubai chocolate.
