Dubai Chocolate Craze: The Trend That’s Sweetening the World

In the fast-moving world of flavour trends, few have captured global attention quite like Dubai chocolate. What began as an aesthetic dessert style is now a full-on movement in cafés, bakeries, and food brands worldwide. This indulgent trend fuses luxury, Middle Eastern flavour heritage, and social media virality. Currently, its growth shows no signs of slowing down.

Let’s dive deep into what makes Dubai chocolate a must-watch trend, how brands are capitalising on it, and how you can craft your next standout product inspired by this sweet sensation.

The Global Rise of Dubai-Inspired Chocolate

Created by Sarah Hamouda in 2021, “Dubai chocolate” began in high-end boutiques and quickly became a global sensation. Thanks to TikTok influencers unboxing gold-tipped milk chocolate bar filled with silky pistachio cream, earthy tahini and crunchy shards of knafeh pastry, “Dubai chocolate” has evolved into a cultural export.

In the last year, we’ve seen a surge in global search trends for terms like “pistachio chocolate,” “gold chocolate,” and “tahini sweets”. On TikTok alone, the hashtag #PistachioChocolate has amassed over 200 million views, with creators praising its indulgent textures, unique ingredient combinations, and luxurious presentation.

Why it’s blooming:

This trend reflects a broader macro-shift in consumer behaviour:

What Makes Dubai Chocolate So Special?

Dubai chocolate stands out not only for its unique flavours but for its sensory experience. The combination of diverse ingredients creates a distinct balance of sweetness, savoury richness, and luxurious presentation.

How Brands Are Capitalising on the Craze

Major brands and innovative boutique chocolatiers are already leveraging the Dubai chocolate trend to expand their portfolios and meet the rising consumer demand for luxurious, culturally inspired desserts.

Lindt: Launched a pistachio-centred truffle line across Europe, targeting the growing market of premium indulgence consumers

Across Asia, brands are tapping into this trend and transforming it into consumer favourites:

Malaysia: Artisanal bakeries in Kuala Lumpur and Selangor are selling out of pistachio cream croissants and chocolate cakes topped with edible gold. Some boutique chocolatiers are offering Dubai-style bonbons as festive gifts

Thailand: Upscale dessert bars in Bangkok are embracing the Dubai chocolate trend with pistachio-filled crepes, tahini-infused lava cakes, and rose-saffron chocolate mousse. These offerings blend Thai creativity with Middle Eastern luxury, catering to a growing market of dessert lovers seeking globally inspired indulgence

Japan: High-end patisseries in Tokyo are introducing Dubai-style mochi. They are soft, chewy rice cakes filled with pistachio ganache, tahini cream, or rose-saffron-infused chocolate. These mochi reinterpret a familiar Japanese format with rich Middle Eastern flavours and gold-dusted finishes, catering to both local consumers and global tourists seeking elevated gifting experiences

Flavours and Formats That Ride the Dubai Wave

Looking to tap into the Dubai chocolate trend? Here are some flavour concepts developed with expert market insights, ready to be customised for your next product launch:

At Metarom Asia, we don’t just follow trends. We help you translate them into successful, scalable products. With deep expertise in flavour development and a passion for innovation, we collaborate with brands to turn insights like Dubai chocolate into products that stand out in today’s competitive market.

Whether you’re launching a new dessert line, upgrading your beverage offering, or rolling out a seasonal SKU, we’re here to help bring bold, globally inspired flavours to your brand.