Dubai has outdone itself again. This time, it’s not another record-breaking skyscraper or a luxury hotel that’s making waves—it’s chocolate. But not just any chocolate. Dubai Chocolate, with its pistachio-laden, knafeh-filled goodness, has taken the world by storm. And now, it’s not just satisfying cravings—it’s driving tourism.
Dubai Chocolate Mania: The Sweet Treat That’s Now A Travel Trend
It all started as a simple, exclusive treat in Dubai. Created by Fix, a homegrown chocolate brand, this pistachio-stuffed, knafeh-crunchy bar was only available via Deliveroo. Fast forward to 2025, and the chocolate has gone viral. TikTok is flooded with videos of people snapping into its creamy centre, and supermarkets can’t keep jars of pistachio spread on shelves.
Luxury brands and mainstream chocolatiers alike have jumped on the trend, launching their versions of the Dubai Chocolate. With prices soaring past £25 per bar, demand has reached an all-time high. Some stores have even imposed a strict two-bar limit per customer to keep up with the craze.
Chocolate That Moves The Masses
Dubai Chocolate’s impact isn’t just limited to snack aisles. It’s reshaping travel plans. A report from luxury holiday provider Destination2 revealed a 38% surge in Dubai bookings compared to the same time in 2024. Coincidence? Hardly. Food lovers are now choosing their next holiday destination based on what’s trending on their taste buds, a phenomenon known as “taste tourism.”
Dubai’s vibrant food scene has always been a major draw, but this latest craze has turned a simple chocolate bar into an international marketing phenomenon. Tourists are flying in, hoping to get their hands on the authentic version of the treat before it sells out.
Also Read: For €55, You Can Now Order A Dubai Chocolate Easter Egg From This Irish Chocolate Brand!
A Viral Snack With A Sweet Impact
On TikTok, the hashtag #DubaiChocolate has racked up over 337.8K posts, proving that food fads have serious power. But this isn’t just another passing trend. The combination of knafeh, creamy pistachio, and silky chocolate has captivated people in a way that extends beyond a sugar rush.
Whether you’re booking a flight or just standing in an endless queue at the supermarket, one thing is clear: Dubai Chocolate isn’t just a treat; it’s a movement. And with demand still skyrocketing, the only question is, have you had your bite yet?
Cover Image Courtesy: Canva Stock Images
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