全球爆红的“迪拜巧克力”如何征服世界
One cold evening in December 2024, Munich’s Christmas market was full of joy. People waited in long lines for holiday treats, but the biggest crowd wasn’t for gingerbread or fruit bread — it was for Dubai chocolate. This sweet creation from the Middle East had taken the world by storm, surprising even locals.
The story began in 2022. Sarah Hamouda, a chocolate maker in Dubai, wanted to mix her favorite Middle Eastern flavors into a snack. She combined smooth pistachio (开心果) cream, tahini (芝麻酱), and crispy bits of knafeh (a shredded pastry dessert) inside a milk chocolate bar. Her company, FIX Dessert Chocolatier, named it “Can’t Get Knafeh Of It”.
In late 2023, a TikTok video changed everything. Maria Vehera, a social media star, filmed herself tasting the chocolate in her car. Her excited reaction went viral, earning over 125 million views. People worldwide wanted to try it, nicknaming it “Dubai chocolate”. Though FIX only sells it in the UAE, brands like Lindt and Ülker quickly made similar bars to meet global demand. Soon, supermarkets from London to Mumbai filled their shelves with these treats.
Experts say its success lies in its unique mix of flavors and textures. The creamy pistachio and crunchy knafeh create a fun contrast. Turkish food writer Aylin Öney Tan explains, “It’s not just tasty — it’s eye-catching for social media.” Videos of people biting into its colorful layers spread rapidly online.
The craze inspired creative partnerships. Shake Shack and Starbucks launched desserts featuring Dubai chocolate. In London, Maison Samadi, a famous chocolatier, created its own version called Dubai Viral Style Chocolate. Nabil Chehab from Maison Samadi shared, “Mixing knafeh with chocolate honors our Middle Eastern roots. The demand has been incredible!”
Today, Dubai chocolate is more than a treat. It blends tradition with modern tastes, showing how creativity connects cultures. As Chehab says, “It’s not just chocolate — it’s a delicious adventure.” For sweet lovers everywhere, each bite offers a taste of Dubai’s bold spirit and the joy of shared traditions.
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