The ongoing viral chocolate trend known as “Dubai chocolate” has captivated sweet-toothed enthusiasts worldwide, creating long queues, sky-high resale prices, and even smuggling attempts.
The phenomenon began in 2021 when British-Egyptian entrepreneur Sarah Hamouda, based in Dubai, created the chunky pistachio-filled treat. Its rise to fame was fueled by TikTok influencer Maria Vehera, whose video of herself enjoying the chocolate garnered over 100 million views. However, limited availability of the original bars has led to a surge in global copycat creations.
Berlin-based baker Ali Fakhro, 32, saw an opportunity and started crafting his version at Abu Khaled Sweets. Initially producing just 20 bars a day, he quickly ramped up production as demand exploded. “On the first day, they sold out within hours,” Fakhro said. The secret ingredient to his pistachio cream? Kataifi, a finely shredded Middle Eastern pastry.
The chocolate’s popularity isn’t limited to artisanal bakers. Swiss chocolatier Lindt recently launched its take on Dubai chocolate in Germany, selling 1,000 numbered bars across 10 stores. Customers braved freezing weather, with some queuing for over 10 hours to purchase the €20 treat. An 18-year-old student, Leon Faehnle, waited from midnight to buy a bar, saying, “I just wanted to taste this chocolate.”
The scarcity of the chocolate has driven resellers to capitalize on the craze. Bars purchased for €15 are being resold online for up to €300. One customer, Lucas, 24, acknowledged the profit potential, saying, “It’s quick and easy money.”
Not everyone is in it for the cash. Some, like Faehnle, plan to share their prized purchase with loved ones. “Now I’m going to go home and share them with my grandparents,” he said.
The trend has even sparked legal trouble. A man was recently caught trying to smuggle 45 kilograms of the sweet into Germany from Switzerland.
With Lindt planning a similar launch in Austria and Dubai chocolate versions appearing in France, the sweet sensation shows no signs of slowing down.
