Dubai chocolate has become one of the most talked about sweets in the past couple of years, gaining popularity far beyond the city itself. It is simply a chocolate bar with a crunchy green pistachio filling, but it has made its way into candy stores worldwide, gone viral on social media, and even caused a global shortage in pistachios. With all the strong opinions surrounding this delicacy, the question remains: Is it worth the craze, or just another overhyped social media trend?
While many think Dubai chocolate is yet another short-lived trend, for many people it is a local treat in their area. The chocolate bar originated in the United Arab Emirates in 2021, created by FIX Dessert Chocolatier, a chocolate business. It is made with chocolate, crunchy kataifi pastry and creamy pistachio paste. It’s a unique combination of flavors that captures the attention of chocolate lovers and those who enjoy trying new foods alike. According to The Times of India, a Dubai airport sold a whopping 2.5 million Dubai chocolate bars in just six months during 2025. This dessert has also inspired many chocolate brands to create their own versions of the famous chocolate bar.
However, many people argue that the craze behind Dubai chocolate bars is driven more by social media traction rather than by the flavor of the bar itself. Food critics say the filling is overly sweet in addition to the already overwhelmingly sweet chocolate. Many consumers also claim that the quality of the bar does not live up to its online reputation. Besides that, many shops around the world are selling this chocolate bar in their stores but it is made with cheaper, lower quality ingredients. Some even found that the ingredients on the label do not match what is inside the packaging, and are not products made in Dubai.
Rumaisa Shaikh, a senior at Glenbard South and a Dubai chocolate lover, believes the treat deserves the hype it receives. She explains that Dubai chocolate initially went viral for its satisfying texture and flavor crafted by an Emirati company, fusing together modern chocolate with a Middle Eastern touch. She also notes that people who find it overrated may think so due to the fact that it is not the same quality as the shop in the UAE, and that homemade versions and substitutions can often neglect the authentic flavor of the viral dessert.
So, is Dubai chocolate overrated? It depends on taste sensitivity and flavor preferences, which vary from person to person. Some believe that it is a fun, new combination of flavors while others think it is just another social media driven obsession. In the end, whether it’s worth the hype comes down to one question: Does it taste good to you?
