Dubai’s chocolate obsession is making waves not just on social media, but also in global markets. A unique pistachio-filled chocolate, created by UAE-based Fix Dessert Chocolatier, has gone viral on platforms like TikTok, fueling a sharp rise in demand for premium ingredients—particularly pistachios.
The chocolate, known for its rough, light green exterior and rich pistachio filling, was inspired by the Middle Eastern dessert kunafa. It was first created in 2021 by Sarah Hamouda, an Egyptian-origin chocolatier living in Dubai. Her creation gained massive popularity after a viral TikTok video in December 2023, resulting in over 30,000 orders.
This newfound fame has made “Dubai Chocolate” one of the most searched food items on Google in 2024. Despite imitations flooding the market, the original remains in high demand across the UAE, Europe, and the United States.
The growing popularity has had a ripple effect on pistachio prices. The cost of shelled pistachios has jumped from $7.65 to $10.30 per pound in just one year. While rising demand from chocolate makers plays a role, other market dynamics are also at play.
The U.S.—mainly California—is currently the largest pistachio producer, followed by Iran. Notably, Iran increased pistachio exports to the UAE by 40 percent in the six months leading up to March 2025, reflecting the nut’s surging demand.
As chocolate consumption rises among UAE residents, the appetite for high-quality ingredients like pistachios grows too—demonstrating how a viral dessert trend can influence global agricultural prices.
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