
Dubai chocolate is a candy bar with a filling of pistachio cream, tahini and crunchy knafeh. Knafeh is a Middle Eastern dessert made from thin, buttery strands of phyllo dough. The bar became famous after a TikTok video in December 2023 got over 125 million views. By mid-2025 the name had also turned into a joke about people who chase every trend.
The original bar is called "Can't Get Knafeh Of It." It was made in 2022 by FIX Dessert Chocolatier in Dubai. Its maker, Sarah Hamouda, is a British Egyptian chocolatier. She was pregnant and wanted a treat that mixed her craving for knafeh with pistachio. The bar has a paint-splattered outside, and when you bite it, the cream oozes out and the knafeh crunches loudly. That makes it look and sound great on social media. Yezen Alani, a co-founder of FIX, told the BBC the world's attention was "flattering and humbling".
For about a year the bar was a local favorite in the UAE. Then in December 2023 the TikTok influencer Maria Vehera filmed herself eating it in her car. The chocolate cracked, the filling oozed out, and the crunch made a satisfying sound. The clip passed 125 million views.
The supply was tiny. FIX made only about 500 bars a day. They were sold only on the Deliveroo app in the UAE, at 14:00 and 17:00, and they sold out within minutes. Monique Naval, a senior research analyst at Euromonitor International, said the limited supply "creates a fear of missing out, further increasing interest and demand". The word Dubai also helped, because people link it with luxury and gold-dusted everything. Turkish food writer Aylin Öney Tan pointed to the texture. She said crunchy chocolates like Toblerone and Ferrero Rocher have always sold well, and this one goes "an extra mile" for sites like TikTok and Instagram.
Because the real bar was so hard to get, others stepped in. Lindt and the Turkish company Ülker made their own versions. In London, Maison Samadi, a chocolate maker with Lebanese roots going back to 1872, launched "Dubai Viral Style Chocolate". Nabil Chehab from the company told the BBC that demand "far exceeded their expectations".
By late 2024 the bars showed up at Christmas markets in Munich, on Lidl shelves in London, at flea markets in Mumbai and in sweet shops across Istanbul. The craze caused pistachio shortages around the world. These hit bakeries, ice cream makers and other food makers too. Supermarkets rationed the bars, and customs officers caught people smuggling them in luggage. Shake Shack and Starbucks both brought out limited-edition versions.
The Starbucks drink was a Dubai Chocolate Matcha Latte. It was a Grande Iced Matcha Latte with pistachio sauce and chocolate cold foam. It was never on the official menu. Customers ordered it as a custom drink, and it went viral in early 2025. Delish tried it and said the pistachio and matcha worked well together, but the drink could not copy the knafeh crunch. Euromonitor International followed the trend and saw it open new demand for Middle Eastern-style sweets. The BBC said it let people try a well-known dessert inside a chocolate shell.
Then came the backlash. On April 17, 2025, X user @gomenstruation mocked trend-chasers with a long tweet about a digicam, matcha, a Labubu on a carabiner and Japanese selvedge denim. It earned over 16,000 likes. This started a "slang overload" meme, where people pile up trendy words like Dubai chocolate, Labubu, matcha, Crumbl Cookies and Stanley Cups in one sentence.
On June 5, 2025, TikToker @poison_bf posted a video with the caption "I got my matcha, Dubai Chocolate, my Labubu, and my Murakami book. What should I get next, Mr. Algorithm". It got over 172,900 likes. Late in June, @yezzuurr_ reached 177,900 likes with a SpongeBob meme about a limited edition Dubai Chocolate Moonbeam Ice Cream Labubu flavored Crumbl Cookie with matcha in Weck Jars.
To make the joke, write a tweet or caption that lists 4 to 8 trendy things in one breathless sentence. The longer and sillier the list, the better. You can add a reaction image, like a running SpongeBob. The tone can be sincere, like asking the algorithm what to buy next, or mocking, like "Me and the boys getting...". Other spin-offs include price jokes, videos about how hard the bar is to find, comments on luxury and wealth gaps, home-made copies and fake "Dubai" chocolate parodies.
On Urban Dictionary, entries for Dubai chocolate moved from describing the bar to crude jokes and put-downs. The top entry is a crude sex joke, and another user called it "another stupid trend just like labubus". The page says that as of mid-2025 the real bar still caused stockouts and rationing, while the meme was still active on TikTok and Twitter.
Text and photos: meme.com · 17.04.2025 — original →