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On social media, users can easily find images of chocolate originating from the UAE. Recently appearing on TikTok, Dubai chocolate has become a new craze, attracting attention from the online community not only in Vietnam but also worldwide.
Expensive snacks from Dubai
In just a few days, the hashtag #chocolatedubai garnered 25 million views, and #socoladubai received nearly 8,000 likes on TikTok. Thanks to the creativity of TikTokers, Dubai chocolate quickly became a "hot trend" on social media. Videos reviewing and demonstrating how to make Dubai chocolate at home attracted millions of views, sparking curiosity and a desire to experience this unique flavor.
Expensive chocolate treats are causing a stir on social media platforms.
Behind the giant chocolate bars that went viral on TikTok is Sarah Hamouda, founder of Fix Dessert Chocolatier in Dubai. The 38-year-old has lived in Dubai for nine years, launching her chocolate brand in 2021 as a side hustle. Inspired by her pregnancy cravings, the Egyptian-British entrepreneur decided to create something more than just "ordinary" chocolate.
From a viral video, the hot Dubai chocolate bars on TikTok sold out completely, and even now, the owner of Fix Dessert Chocolatier still can't believe it's true.
Dubai chocolates are entirely handcrafted, from shaping and decorating to packaging. Sarah says the secret to her chocolate bars lies in the unique molds she uses and the one-of-a-kind fillings. Besides the hazelnut butter chocolates that are popular on TikTok, Fix Dessert Chocolatier's appeal also lies in its many other flavors characteristic of Middle Eastern cuisine. From dates, karak (a spiced tea), and knafeh – a traditional Arabic dessert made from crumbled pastry – to pistachios, soft sweet cheese, and syrup.
In Dubai, it sells for around 65 Dirhams, equivalent to about 450,000 VND. Adding shipping fees to Vietnam, a single chocolate bar costs between 600,000 and 700,000 VND. This chocolate bar has a green knafeh filling, also known as kunafa, with pistachios and tahini in a milk chocolate coating. Dubai chocolates are often topped with a thin layer of edible gold leaf, giving them a luxurious and sophisticated appearance.
The irresistible allure of expensive chocolate
If you don't know what knafeh is and what it tastes like, it's a beloved Middle Eastern dessert, mildly sweet with a crunchy texture, rich aroma from a mozzarella or ricotta cheese filling, and a touch of sugar syrup. Knafeh is made from a special ingredient, kataifi, a type of pastry dough made from thinly sliced phyllo sheets that create a crispy texture when baked. This beloved Dubai chocolate version from Fix Dessert Chocolatier capitalizes on the nostalgic flavor of knafeh with plenty of crunchy kataifi, a sweet pistachio cream filling, and tahini sauce to create an irresistible treat.
The popularity of this chocolate bar is partly due to its limited availability; you can only order it in Dubai. The brand launched in 2021 and produces chocolate-filled bars based on unique local flavors. The chocolate makers have also created various other fillings with flavors such as knafeh and caramel biscuit, donut-filled chocolate, karak chai, and white Biscoff cheesecake.
The trend of making expensive chocolate at home.
Dubai chocolate isn't widely available on the market; you can only order it directly from the brand's website or at select specialty stores in Dubai. This makes Dubai chocolate even more sought after, attracting the curiosity and attention of food enthusiasts. The brand started operating in 2021 and produces filled chocolates based on unique local flavors. The chocolate makers have also created various other fillings with flavors such as knafeh and caramel biscuit, donut-filled chocolate, karak chai, and white Biscoff cheesecake.
Unable to purchase it, many "home cooks" have tried their hand at making the trendy Dubai chocolate that's been trending on TikTok. However, the challenge lies in finding kataifi strands – the most special ingredient in this type of chocolate.
Many homemade versions of Dubai chocolate have emerged.
It is known that kataifi noodles can only be found in specialty Middle Eastern food stores and are quite expensive. However, if you don't have authentic Dubai kataifi, you can still substitute it with other ingredients using recipes shared by popular TikTokers.
For example, the recipe from TikToker "What to Eat, Thuong" for making kataifi noodles (consisting of 80g cornstarch, 110g wheat flour, 1/2 teaspoon salt, 1 teaspoon cooking oil, and 220ml water). Grease a pan with a thin layer of oil, then mix all the ingredients together. Pour the batter into a piping bag and spread evenly over the pan over low heat until the noodles are soft. Then, these homemade kataifi noodles are used to make Dubai chocolate.
Many women wanting to conquer the "hot trend" of Dubai chocolate have sought out alternative ingredients to kataifi. Many substitute it with dried rice noodles, spring rolls, dried coconut shreds, etc. Actually, in this creative version, you can substitute with any ingredient you like or have readily available, but making a chocolate bar that closely resembles the original is not easy at all.
In its original version, Dubai chocolate can be a bit too sweet. When the trend reached Vietnam, TikTokers said that the sweetness can be adjusted to personal preference, so there's no need to worry about it being too sweet. The chocolate flavor can also be customized according to purity and price.
Next, the baker melts dark chocolate and any colored chocolate for decoration in a double boiler, randomly pouring the colored chocolate into the mold. After it dries, a thin layer of dark chocolate is poured on top. Finally, the knafé filling is spread evenly, covered with another layer of dark chocolate, and smoothed out. Dubai chocolate needs to be stored in the refrigerator to prevent it from hardening.
Currently, FIX Dessert Chocolatier only accepts orders from 2 PM to 5 PM each day to avoid overload. On free online marketplaces such as eBay (USA), Essy (UK), Sargurme (Dubai), etc., this type of chocolate is also out of stock.
