How Dubai Chocolate Went Viral and Disrupted the Global Pistachio Market

Sometimes, a viral moment on social media can turn an unknown product into an overnight sensation. But what happens when one dessert draws so much global attention that it begins to reshape supply chains and disrupt entire markets?

That’s exactly what happened with a handcrafted chocolate bar from Dubai. Layered with pistachio cream, tahini, and crisp kataifi pastry, this small-batch creation ignited a worldwide obsession after a single TikTok video topped over 120 million views. In just weeks, retailers struggled to keep up, pistachio prices surged, and major brands raced to launch their own versions. What began as a regional treat became a global case study in how viral food trends can disrupt markets and rewrite retail playbooks.

A Chocolate Bar Born of Craving and Culture

The idea began with a craving. In 2021, while pregnant, British-Egyptian entrepreneur Sarah Hamouda found herself longing for knafeh—a traditional Middle Eastern dessert. Instead of reaching for something familiar, she decided to create something entirely new. Working from her small kitchen in Dubai, Hamouda blended flavors she loved, combining pistachio cream with tahini, adding kataifi pastry for texture, and enveloping it all in smooth milk chocolate.

She named it “Can’t Get Knafeh of It,” and launched it through her boutique dessert brand, Fix Dessert Chocolatier. FIX stands for “Freaking Incredible Experience,” reflecting her mission to create memorable, indulgent sweets crafted with care. Handmade in small batches, the bar is finished with hand-painted details, emphasizing quality over quantity. This intentional exclusivity stirred curiosity, transforming her chocolate into a cult favorite.

TikTok Made Me Buy It: How the Craze Started

By late 2023, the handcrafted chocolate bar had already cultivated a loyal following in Dubai. However, it wasn’t until content creator Maria Vehera posted a 15-second TikTok video that everything changed. With a simple setup—unwrapping the bar, cracking it in half, and showcasing its glossy filling—Vehera’s video struck a chord. The sensory moment was captivating, part ASMR and part indulgent reveal, delivering authenticity that captivated viewers.

This single post ignited a viral reaction. The mix of beauty and scarcity gave the chocolate an almost mythical quality. Comments quickly morphed into shares, and shares into demand. Users flooded social media, sharing unboxing videos, slow-motion breaks, and homemade attempts to replicate the treat.

As hashtags like #dubaichocolate trended, interest surged, influencing how consumers responded to the newfound flavor obsession. While creators were sharing their chocolate experiences, the global pistachio market began showing signs of strain.

The Economic Ripple Effect: Pistachio Prices Surge

In less than a year, U.S. pistachio prices jumped from $7.65 to over $10.30 per pound. But this surge wasn’t due to a single factor. California, home to the majority of the world’s pistachios, faced a poor harvest. Prolonged droughts further strained production, leading to a significant scarcity of high-quality shelled kernels. Meanwhile, the viral demand for Dubai chocolate exacerbated the problems within supply chains.

Wholesale buyers scrambled to meet the chocolate bar’s rising popularity, creating competition across various industries. For once, small-batch artisans and large food manufacturers were vying for the same limited resources. Commodity analysts noted that it wasn’t just the timing of the chocolate’s rise but also the existing stressors within the pistachio market that turned demand into crisis.

Market Disruption and the Response from Retail

As interest in Dubai chocolate soared, brands responded with haste. Lindt quickly released a limited-edition Mediterranean Pistachio bar, capitalizing on the flavor’s new popularity. Other brands joined in soon after. Crumbl Cookies introduced a Dubai-themed offering, with a chocolate brownie and cheesecake featuring the viral pistachio filling, while Trader Joe’s launched its own pistachio-studded chocolate bar.

Big-name retailers like Costco and Shake Shack jumped into the mix, offering creative new items like hand-dipped ice cream bars filled with pistachio and chocolate shakes adorned with crunchy toppings. Even Dunkin’ revived its seasonal Pistachio Swirl, showcasing how deeply the influence of Dubai chocolate penetrated mainstream offerings.

Homemade Versions and Artisan Adaptations

Meanwhile, home cooks began experimenting with their adaptations of Dubai chocolate. TikTok creators shared their creations using Nutella, kataifi pastry, and various pistachio pastes, keeping the viral flavor combo alive across social platforms. Small-batch artisans and luxury chocolatiers worldwide began embracing the trend, showcasing their unique interpretations of the now-iconic chocolate bar.

A Broader Shift in Consumer Taste

Dubai chocolate reflects not just a single viral moment but a broader shift in consumer behavior. The blend of traditional Middle Eastern ingredients like pistachios and tahini with modern presentation made it perfect for social media. As such, it became a case study in how craving meets culture, how nostalgia can inspire innovation, and how a seemingly simple video can reshape markets.

The burst of interest in Dubai chocolate illustrates the transformation happening in the food industry. Success is no longer dictated solely by taste or shelf placement. Timing, storytelling, and visual appeal are crucial in how products are perceived and consumed today. The resulting market pressure highlights the ever-changing landscape of ingredient demand.

Viral Trends vs. Agricultural Cycles

As the world grapples with these new dynamics, the rapid response of social media to flavor moments underscores the growing urgency for producers and retailers alike. The distortion of demand caused by a viral trend screams one key message: supply chains may not be equipped to handle such swift shifts, leading to higher costs and unavailable products.

Dubai chocolate serves as a benchmark for understanding these phenomena—a testament to the power of social media in shaping global food systems. It’s a vivid reminder of how consumer desires can shift overnight, implicating everything from ingredient sourcing to agricultural practices.

In an age where algorithms dictate appetites, Dubai chocolate stands as evidence that even a simple longing for sweets can catalyze significant socio-economic shifts, inspiring both established brands and budding entrepreneurs alike. It teaches us that food is not just something to consume; it’s a shared experience, a conversation piece, and a landscape to be navigated with care and intelligence. The impact of one viral video can ripple through markets, creating lasting change that transforms traditional norms into dynamic realities.