Dubai chocolate fever boosts tourism in the UAE
03-04-25
Dubai chocolate, an innovative delicacy combining milk chocolate, pistachio cream and knafeh - an Arabic pastry made with phyllo dough - has conquered palates worldwide and has generated an unprecedented phenomenon in the gastronomic and tourism industry. This product, created by the company Fix Dessert Chocolatier in 2021, has reached a popularity that transcends borders, especially after its viralisation on platforms such as TikTok.
The uniqueness of this chocolate lies in its filling: a mixture of pistachio cream and knafeh, which provides a crunchy texture and a distinctive taste. This combination has captured the attention of influencers and chocolate lovers, who have massively shared their experiences tasting it, contributing to its global fame.
The growing demand has led international brands, such as Lindt, to introduce their own versions of this chocolate in the European market. However, the original Fix Dessert Chocolatier version remains the most sought after, especially by those who want to experience the authentic recipe that started the trend.
This phenomenon has had a significant impact on Dubai's tourism. According to recent data, travel bookings to the UAE have increased by 38% compared to the same period last year. This increase is partly attributed to ‘food tourism’, where travellers choose destinations motivated by local cuisine and viral culinary trends.
Dubai's chocolate influence has spilled over into the retail sector. Supermarket chains in Europe have started to offer versions of the product. For example, Lidl launched a limited edition that generated long queues and great excitement among consumers. Although not identical to the original, this version has allowed more people to experience the famous chocolate.
In Spain, pistachio fever has taken hold, with pastry shops and restaurants incorporating the nut in various preparations. Dubai chocolate has found a prominent place in this context, being offered in local supermarkets and contributing to the expansion of the trend.
The viralisation of this chocolate has also led to an increase in demand for key ingredients such as pistachio cream and knafeh. This has led to speciality shops and online platforms offering kits so consumers can make their own version of Dubai chocolate at home. This trend has boosted culinary creativity and encouraged the exploration of new recipes inspired by the original product.
The impact of Dubai chocolate is not limited to gastronomy and tourism; it has also influenced agricultural production. Growing demand for pistachios has prompted producers in various regions to increase their cultivation, seeking to meet market needs and capitalise on the nut's popularity in baking and confectionery.
The history of this chocolate is an example of how a culinary innovation can be transformed into a cultural and economic phenomenon. From its creation in a Dubai kitchen to its presence on shelves around the world, Dubai chocolate has demonstrated the power of social media and the influence of consumers in shaping global trends.
As the trend continues, more companies are expected to join the phenomenon, offering their own interpretations of Dubai chocolate. This could lead to greater product diversity in the market and the consolidation of pistachio as one of the predominant flavours in the confectionery industry in the coming years.
Dubai chocolate has transcended its origin as a simple sweet to become a catalyst for change in multiple sectors. Its influence on tourism, retail, agriculture and popular culture is testament to how an innovative idea can resonate globally and generate a lasting impact on the economy and society.
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