A rich and inventive confection born in a Dubai kitchen has now become a global chocolate sensation. First created to satisfy pregnancy cravings, the viral Dubai chocolate has not only shattered sales records but also sparked worldwide demand, social media frenzy, and even a global pistachio shortage.
The now-iconic bar—a decadent blend of milk chocolate, silky pistachio cream, earthy tahini, and crunchy knafeh shards—was launched in 2022 by FIX Dessert Chocolatier, a UAE-based boutique brand. The original bar, cheekily named Can’t Get Knafeh Of It, quickly rose to stardom after a viral TikTok video in December 2023 amassed over 125 million views. The chocolate, affectionately dubbed “Dubai chocolate” by fans, became an overnight global phenomenon.
Despite the soaring popularity, FIX has kept its signature product exclusive to the UAE, releasing a limited number of bars twice daily via Deliveroo. This scarcity has only intensified consumer obsession, with long queues, stockouts, and even reports of people smuggling bars across borders. Major brands like Lindt and Ülker, along with artisan chocolatiers, have scrambled to produce imitations to meet surging global demand.
One of the first luxury chocolatiers outside the UAE to respond was Maison Samadi, a storied London-based company with Lebanese roots dating back to 1872. Their Dubai Viral Style Chocolate has seen an enthusiastic reception, tapping into the emotional and culinary nostalgia that Dubai chocolate evokes. By embedding the Middle Eastern dessert knafeh into a chocolate shell, the brand has married heritage with modern indulgence.
Industry experts note that the texture and visual appeal of Dubai chocolate—its gooey pistachio center and crunchy pastry shards—make it especially suited for social media platforms like TikTok and Instagram. The sound and look of the bar being bitten into has become a form of visual ASMR, fueling further viral interest.
While much of Dubai chocolate’s success is driven by digital buzz, analysts say its deep cultural resonance also plays a key role. The dessert draws on familiar Middle Eastern flavors and traditions of gifting sweets, tying modern branding to age-old culinary roots. Dubai’s image as a hub of luxury and indulgence also boosts its allure.