The Dubai Chocolate Trend: How Social Media Turned a Sweet Treat Into a Global Phenomenon
Dubai Chocolate: A Sweet Trend Capturing Global Attention
Trends come and go faster than ever, thanks to social media’s influence. One color might dominate a season, like burgundy in fashion this autumn, or a specific product might rise to fame, like Adidas’ Samba shoes. While many of these trends fade quickly, some carve a unique path and linger longer than expected—like the growing obsession with Dubai chocolate.
At first, I didn’t pay much attention to the buzz surrounding Dubai chocolate. But after seeing videos of people queuing in Istanbul to buy this luxurious treat—despite its hefty price tag—I couldn’t help but dive deeper into the phenomenon.
Dubai chocolate originated from a woman entrepreneur whose story has captivated many, but the real power behind its fame lies in social media. Platforms like Instagram and TikTok have propelled this sweet delicacy to stardom, with food influencers showcasing tempting clips of melted chocolate and pistachio-covered confections.
The Role of Influencers and Big Brands
Food influencers and culinary artists are shaping these trends. Hashtags like #dubaichocolate have garnered massive attention, with over 93,000 posts featuring creations from pistachio Kinder Bueno cones to variations of the treat sold across the globe. This craze is fueled not only by amateur influencers but also by renowned culinary figures like Jamie Oliver and Gordon Ramsay, who have millions of followers.
What’s even more surprising is how iconic chocolate brands have embraced the trend. Swiss chocolatier Lindt, for example, recently unveiled their own Dubai chocolate-inspired bar, blending creamy pistachio with their signature milk chocolate. Their video showcasing the production process was a hit on social media, proving that even established names are willing to adapt to new trends.
Dubai chocolate exemplifies how social media can transform a regional product into a global sensation. With a single hashtag and countless reels, it has captivated the hearts—and taste buds—of millions worldwide.
Lindor chocolate
Having its smooth Lindor chocolate balls, Christmas bunnies, and mini pralines, the brand late in September also launched a new “Excellence Pistachio” chocolate tablet.
And here we come to one of key ingredients of the viral delicacy that Dubai chocolate turned out to become. One word – pistachio.
Already used in some of the finest and globally famous Turkish desserts like baklava and kadayıf, pistachios according to classification belongs to the family of Anacardiaceae, commonly known as the cashew family, whose members also include mango and sumac.
Türkiye, which is a homeland to many nut types is also known to be one of the top producers of pistachio along with the U.S., Iran and other neighboring countries like Greece and Syria.
Having said this, it is not surprising that this new trend took Türkiye by storm, captivating many tastebuds.
Some Turkish firms like Ülker have even launched their own versions of Dubai chocolate that come at quite good prices of around TL 75 to 80 (around $2.2 to $2.35) compared to some that are being sold for TL 400 or TL 500.
Media also added some buzz to it in recent weeks, while as I said the impacts of influencers can never be neglected.
Even Refika Birgül, who has a popular YouTube channel “Refika’nin Mutfağı” (“Refika’s Kitchen”) posted a couple of recipes on Instagram, promoting somewhat healthier versions such as “Dubai chocolate cheesecake.”
Just in recent days, a top Turkish daily also cited soaring demand for pistachio-filled chocolate, “with both domestic consumption and exports expected to rise.”
Meanwhile, some reports indicated that original Dubai chocolate would be sold in Germany at a price of as much as 15 euros ($16).
Having tried it myself I can say that a blend of kadayıf, chocolate and crispy pistachios is indeed a well-thought combination. Let’s just see how long it lasts. For now, I may say this creamy green trend has a quite reasonable chance to stay with us for a little longer!
