The Dubai Chocolate Phenomenon: Sweet Delights or Sour Realities?
If you’ve been shopping recently or scrolling through your Instagram feed, you may have noticed that “Dubai chocolate” is suddenly everywhere. Available at retailers like Walmart, Target, and Costco, and popularized by major chocolate brands like Lindt and Godiva, this confectionery sensation has taken the market by storm. Online, it’s become a viral sensation, with videos featuring taste tests garnering millions of views. Influencers are even customizing their Starbucks orders to echo its unique flavor profile.
What is Dubai Chocolate?
So, what exactly is “Dubai chocolate”? It’s a chocolate bar with ground pistachios and kadayif (shredded filo pastry) at its center. I took the plunge to try a bar, and it delivered a delightful mix of sweet and savory flavors, accompanied by a satisfying crunch reminiscent of a KitKat or Twix. However, while the taste may be enjoyable, an unsettling truth lurks behind the trend—a narrative that ties it to neglect of significant social issues, including human rights abuses and authoritarianism in the United Arab Emirates (UAE).
The Origins of the Trend
Contrary to common belief, the UAE government has not been aggressively promoting Dubai chocolate from its inception. The confection was created in 2021 by Sarah Hamouda, inspired by a pregnancy craving, and it was initially less appealingly named “Can’t Get Knafeh Of It.” While Hamouda’s company operated under the radar until 2023, the tide turned when influencer Maria Vehera went viral on TikTok, bringing the product into the limelight.
A Troubling Government Ties
For those unfamiliar with the context, the UAE, and particularly Dubai, is a notable dictatorship. It is autocratically governed by hereditary leaders, with elections limited to a select few. The country maintains a status that aligns more with authoritarian regimes than democratic ones. Since its establishment in 1971, the presidency has always been held by the ruling sheikh of Abu Dhabi, with minimal electoral power granted to the public.
The Role of Powerful Figures
The current Crown Prince of Dubai, Sheikh Hamdan bin Mohammed Al Maktoum, is reportedly a significant supporter of the Dubai chocolate movement. His collaboration with Hamouda’s company led to an exclusive Sheikh Hamdan-themed chocolate variant that served not only to market the product but also to shape the public perception of the Emirati monarchy as benevolent and innovative.
A Propaganda Strategy
The promotion of Dubai chocolate isn’t just about selling sweets; it’s a calculated effort to project a positive image of the UAE globally. Major media outlets, like CNN, have published flattering articles about the confection, with disclaimers revealing sponsorship agreements. Such arrangements blur the lines between journalism and marketing, allowing a dictatorship to influence the narrative surrounding its image.
This phenomenon can be categorized under "foodwashing," a concept representing how countries use culinary trends to distract from less savory matters. Whether it’s greenwashing in environmental contexts or pinkwashing related to LGBTQ rights, foodwashing leverages popular culture to dilute the discourse surrounding serious violations of rights.
The Darker Side of the UAE
Unfortunately, Dubai chocolate is a façade that helps mask the UAE’s severe human rights abuses. Many in this wealthy country live under constant conditions of modern-day slavery, particularly migrant workers subjected to exploitation, harassment, and hazardous working conditions. Arbitrary arrests, torture, and gender oppression are rampant, alongside a total lack of protections for LGBTQ individuals.
The Intersection of Global Politics
Moreover, the UAE plays a significant role in international conflicts, including complicity in genocidal activities in Sudan. Evidence suggests that the Emirati government supplies arms to militias engaged in heinous crimes against civilians, demonstrating an unsettling depth of involvement in global crises.
Final Thoughts on Consumer Choices
While Dubai chocolate may seem like a benign treat, it’s imperative to recognize it as part of a larger narrative that glosses over disturbing realities. Buying into its trend means potentially endorsing a regime that harms thousands. Awareness in consumer habits can lead to more conscious choices, promoting products that align with ethical values rather than ones shrouded in controversy.
While its taste may be delightful, supporting Dubai chocolate could inadvertently fuel a machine that seeks to project an image void of the atrocities it conceals. The cheeriness of a chocolate bar should not overshadow the bitterness of its implications.
