What Is the Dubai Chocolate Trend and Why Everyone Is Obsessed
If you've spent any time on social media over the past year, chances are you've come across the Dubai chocolate trend. Videos of thick, glossy chocolate bars being snapped in half to reveal a pistachio cream and kataifi filling have racked up hundreds of millions of views on TikTok and Instagram - and for good reason. It's one of the most indulgent, visually satisfying food trends in recent memory.
But where did it come from, and why is everyone so obsessed?
Where It Started
The Dubai chocolate bar was created by Sarah Hamouda, founder of Fix Dessert Chocolatier in Dubai, in 2021. Originally made as a pregnancy craving, the bar combined milk chocolate with a filling of pistachio cream and kataifi - a fine, shredded pastry used in Middle Eastern and Mediterranean desserts. The combination of textures - smooth, crunchy, creamy - made it instantly addictive.
When a food influencer shared a video of the bar in 2023, it went viral almost overnight. The bar sold out within hours and had waiting lists of thousands. Suddenly, everyone wanted a piece of Dubai chocolate.
Why It Works
The genius of the Dubai chocolate trend is the combination of familiar and exotic. Chocolate is universally loved. Pistachio is having a major moment in food culture. And kataifi adds a texture that most people in the UK have never experienced before - a fine, crispy crunch that contrasts beautifully with the creaminess of the pistachio filling.
It also photographs and films beautifully. The snap, the stretch, the reveal — it's tailor-made for social media in a way that very few food products are.
The Medjool Date Version
At Serial Dates, we took the spirit of the Dubai chocolate trend and applied it to something we've always loved - the Medjool date. Our Dubai Date is a handmade Medjool date filled with rich pistachio cream and coated in dark chocolate. It captures everything that makes the Dubai chocolate trend so irresistible - the pistachio, the chocolate, the indulgence - in a naturally sweet, bite-sized format.
Unlike a chocolate bar, a Medjool date brings its own natural sweetness and nutritional value. Dates are high in fibre, rich in natural energy and have been a staple of Middle Eastern culture for centuries. Our Dubai Date is indulgent and delicious, but it's also something you can feel genuinely good about eating.
Where to Try It
The Dubai Date is available to order online at serialdates.com, or you can find Serial Dates stocked in coffee shops and venues across London. If you haven't tried the Dubai chocolate trend yet - this is your sign.