Dubai chocolate is a viral chocolate bar originally created by Fix Dessert Chocolatier in Dubai in 2022. It is officially branded as "Can't Get Knafeh of It" and consists of milk chocolate filled with a creamy pistachio paste mixed with finely chopped kadayif (shredded phyllo pastry) and tahini. This combination is inspired by the traditional Middle Eastern dessert knafeh, giving the chocolate a unique texture with a creamy, nutty filling and a crunchy pastry element inside the chocolate coating
. The chocolate was invented by British-Egyptian founder Sarah Hamouda during her pregnancy cravings, blending Western and Arab influences into a modern confection. It gained massive popularity through social media, especially TikTok, where videos showcasing its gooey pistachio cream and crispy pastry filling went viral, amassing millions of views and sparking global demand
. Dubai chocolate is known for its luxurious texture and flavor, combining the rich sweetness of milk chocolate with the earthy pistachio cream and the crunch of knafeh pastry. Its exclusivity and limited availability-sold only during certain hours via delivery apps in the UAE-have further fueled its allure and social media hype
. Following its viral success, larger manufacturers like Lindt have produced their versions, leading to some legal disputes over the use of the "Dubai chocolate" name, as the term has become generic in some markets
. In summary, Dubai chocolate is a decadent, culturally inspired chocolate bar that fuses Middle Eastern dessert elements with high-quality chocolate, gaining worldwide fame through social media and its unique sensory experience
