The Rise and Fall of Dubai Chocolate: A Sweet Trend with a Bitter Truth
The Sweet Surprise of Dubai Chocolate
Recently, you may have stumbled upon "Dubai chocolate" while shopping or scrolling through your Instagram feed. Major retailers like Walmart, Target, and Trader Joe’s are all cashing in on this new trend. The chocolate—featuring ground-up pistachios and kadayif (shredded filo pastry)—has captivated taste buds worldwide and generated significant social media buzz. Videos showcasing people’s reactions to the chocolate have gone viral, attracting millions of views and even leading to innovative Starbucks drink customizations to mimic its flavors.
What Is Dubai Chocolate?
At its core, Dubai chocolate is a unique confection that marries sweet and savory flavors, offering a delightful crunch reminiscent of popular treats like KitKat and Twix. Though the chocolate’s taste has garnered favorable reviews, it’s essential to approach the trend with a critical eye, as the allure of the product is wrapped in a more troubling narrative.
Origins and Influence
The creation of Dubai chocolate can be attributed to confectioner Sarah Hamouda, sparked by her own pregnancy cravings in 2021. Partnering with Filipino chef Nouel Catis Omamalin, she popularized a product that—while it may seem innovative—draws heavily from centuries-old Middle Eastern sweets. Initially named "Can’t Get Knafeh Of It," the chocolate remained relatively obscure until 2023, when influencer Maria Vehera’s viral TikTok catapulted it to fame. Suddenly, the product captured attention not just for its taste but also as a symbol of Dubai’s upscale image, drawing in the involvement of the Emirati monarchy.
The Underbelly of a Glamorous Image
The role of Dubai chocolate in promoting the UAE cannot be understated. Underneath the sugary veneer lies a country marked by a notorious human rights record. The UAE operates as an authoritarian regime—far less democratic than even its neighbor Iran—with sheikhs holding absolute power over its citizens. While there may be superficial parliamentary elections, real political power remains tightly controlled, leading to a political landscape that resembles a monarchy rather than a democracy.
The Sheikh’s Involvement
Hamdan bin Mohammed Al Maktoum, Dubai’s Crown Prince, has shown keen enthusiasm for the Dubai chocolate trend. His collaboration with Hamouda’s company, producing an exclusive Sheikh Hamdan-themed chocolate bar, further blurs the lines between consumer product and state propaganda. The promotional efforts insist on how the candy embodies the pride of Dubai, effectively bolstering the image of the Emirati monarchy on a global stage.
Propaganda in Confectionery
This relationship marks a new chapter in what can be termed "foodwashing." Similar to greenwashing, where companies or governments exaggerate their environmental efforts, foodwashing uses a palatable product to obscure deeper issues such as political oppression or human rights abuses. The promotion of Dubai chocolate operates under a façade of friendliness and luxury, deliberately distracting from the UAE’s authoritarian regime and its various atrocities.
The Dark Truth Behind the Sweetness
As enticing as Dubai chocolate may seem, it’s crucial to acknowledge the broader implications of its promotion. The UAE has one of the highest rates of modern slavery, with an estimated 132,000 people living in conditions akin to enslavement, primarily migrant workers. Many face brutal working conditions, with their passports confiscated and long hours in extreme heat without adequate pay.
Moreover, the country has a troubling history concerning fundamental human rights, including arbitrary arrests and torture. Women are subjected to restrictive laws that inhibit their rights and freedoms, often requiring male approval for decisions affecting their lives. LGBTQ rights are virtually non-existent, with severe penalties for same-sex relations.
Complicity in Global Issues
The UAE is also a significant player obstructing meaningful action on climate change. As a wealthy petrostate, it has undermined environmental reforms and, most controversially, hosted the COP28 climate summit while appointing the head of its state-run oil company to lead the event. This decision sparked international outrage, as it appeared to prioritize fossil fuel diplomacy over genuine climate action.
A Question of Ethics
In contexts where war and genocide rage, the UAE’s involvement is equally concerning. Recent allegations have surfaced regarding its support of the Rapid Support Forces (RSF) in Sudan—an entity accused of committing heinous acts during the country’s ongoing civil conflict. The UAE’s complicity in these matters has drawn attention from international organizations, each demanding accountability for the human rights violations occurring in Sudan and beyond.
Consumer Choices Matter
While influencers push Dubai chocolate onto social media platforms and into grocery aisles, consumers are encouraged to think critically about their choices. The "propaganda" surrounding this treat should not be overlooked. With every purchase, there’s a chance of inadvertently supporting a regime that profits from slavery, torture, and violence.
The sweet taste of Dubai chocolate comes with a bitter aftertaste rooted in societal issues and ethical dilemmas. Understanding this connection elevates the conversation beyond mere deliciousness, urging consumers to reflect on the implications of their dietary choices and the broader narratives they are contributing to. The complexity of this situation deserves thoughtful consideration, challenging us to remember that some delicious treats come with hidden stories that demand our attention.
