The pistachio-filled “Dubai chocolate,” a viral sensation first created by British-Egyptian entrepreneur Sarah Hamouda in 2021, is causing a frenzy across Europe. Originally available only in Dubai, the treat gained global attention after TikTok influencer Maria Vehera shared a video of herself enjoying the chocolate, garnering over 100 million views.
The delicacy, known for its rich pistachio cream and crunchy texture from kataifi pastry, inspired bakers and chocolatiers worldwide to craft their own versions. In Berlin, Ali Fakhro of Abu Khaled Sweets has been selling out his homemade Dubai chocolate daily, with customers flocking to his bakery to buy the luxurious treat.
Swiss chocolatier Lindt joined the trend, releasing limited-edition Dubai chocolate bars in Germany, where they sold out quickly despite costing €20 each. Enthusiasts queued for hours in the cold, with some reselling bars online for up to €300. The excitement even led to a smuggling attempt involving 45 kilograms of the treat across the Swiss-German border.
The phenomenon isn’t limited to Germany. In France, chocolatier Jeremy Bockel’s version drew crowds at the Salon du Chocolat in Paris. Some fans buy the chocolate to share with loved ones, while others see it as an opportunity for profit, with resellers earning hundreds of euros.
This chocolate’s journey from Dubai’s local markets to Europe’s luxury shops highlights the power of social media to transform niche creations into global sensations.
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