Where does Dubai chocolate come from?

Dubai chocolate originated in Dubai, United Arab Emirates, created by Sarah Hamouda, the founder of Fix Dessert Chocolatier. Hamouda developed the now-iconic pistachio knafeh chocolate bar while experimenting with ways to combine Middle Eastern pastry traditions with premium chocolate. Her small chocolate shop in Dubai became ground zero for what would become a global food phenomenon.

The viral moment came when food influencers and tourists began sharing videos of the distinctive green pistachio filling and crunchy knafeh strands on TikTok and Instagram. The visual appeal of breaking open the chocolate bar to reveal the layered filling drove millions of views and created enormous demand. By early 2024, Fix Dessert Chocolatier bars were being resold for several times their retail price.

While Fix Dessert Chocolatier is credited with originating the trend, the concept draws on centuries of Middle Eastern confectionery tradition. Knafeh is a beloved pastry across the Levant and Gulf regions, and pistachio has long been a prized ingredient in Arabic sweets. Dubai chocolate essentially bridges traditional Middle Eastern flavors with modern chocolate craftsmanship.