Dubai Chocolate: The Real Story Behind the Viral TikTok Hit
Image source: OhMyCandyBox – ohmycandybox.hr/collections/dubai-cokolada
Dubai chocolate has quickly transformed from a local product of a small pastry shop to a global phenomenon discussed on every social media platform in just a few months. But few know how it all actually began.
It all started with a pregnant woman and a craving for a special treat
The original product was created by Sarah Hamouda, a British-Egyptian entrepreneur who, in 2021 while pregnant, wanted a combination of chocolate, pistachio, and crispy dough that she couldn't find in stores. This led her to launch the Fix Dessert Chocolatier in Dubai – initially as a side business, not as a major brand.
The video that changed everything
The product remained relatively unknown until influencer Maria Vehera posted a TikTok video tasting the chocolate while sitting in her car. The video garnered over 70 million views, particularly drawing attention for its ASMR effect – the satisfying sound of cracking chocolate. That one video turned a niche product into a global obsession almost overnight.
Why the original is nearly impossible to obtain
Fix Dessert Chocolatier deliberately limits production to just 500 pieces a day, exclusively in their facilities in Dubai. The original 200-gram bar costs around €18.50 and regularly sells out within minutes of being made available. This intentional scarcity has further fueled demand – the harder it is to get, the more desirable it becomes.
Image source: OhMyCandyBox – ohmycandybox.hr/collections/dubai-cokolada
Where all these "Dubai chocolate" versions around the world come from
Since the original product is practically unavailable outside of Dubai, manufacturers worldwide – from Turkey to Israel – have started creating their own interpretations of the same flavour combination: milk chocolate, pistachio cream, and fried kadaif dough. These versions are not identical to the original nor do they claim to be, but they offer a similar texture and flavour experience to a broader audience who simply cannot obtain the original.
What exactly gives it that distinctive taste
Regardless of the manufacturer, the formula remains similar: a base of milk or dark chocolate, a layer of pistachio cream (sometimes with tahini paste added), and fried kadaif dough that brings in the characteristic crunch. It is this combination of smooth, creamy, and crispy that creates the textural contrast that makes the product so "snackable" and suitable for viral videos.
Conclusion
Dubai chocolate remains one of the rare examples where a single viral video literally created a global product category. Regional versions like those in the Dubai chocolate collection do not attempt to replace the original but rather offer a more accessible way to try the flavour combination that has taken the internet by storm.
Frequently Asked Questions
Who invented Dubai chocolate?
Sarah Hamouda, founder of the Fix Dessert Chocolatier in Dubai, in 2021.
Why is the original hard to obtain?
Production is deliberately limited to 500 pieces a day, exclusively in Dubai.
Are all "Dubai chocolate" versions the same?
No – they are regional interpretations of the same concept (chocolate, pistachio, kadaif), not identical copies of the original.
