As of 2024, Dubai Chocolate has gone viral all over the internet. Crispy with a fluffy sweetness rolled into one, a single bar of chocolate costs around $41. So what is the origin behind the Dubai Chocolate trend and why is it expensive?
When this dessert was first launched, the chocolate was not as popular as it is now. The fame of this sweet treat officially exploded when a TikTok food influencer, Maria Vehera, posted a clip of her eating a bar of Dubai chocolate. This single video received over 56 million views with hundreds of likes and reposts. Becoming the latest internet sensation, other social media influencers have gone viral for unboxing and trying this satisfying and rich chocolate. There have also been numerous recipes and guides on how to make different kinds of chocolates at home.
People commonly think that Dubai chocolate is a traditional dessert that has been passed on for many generations, but it was created not too long ago. It all began in 2021 when a 38-year-old British Egyptian entrepreneur, Sarah Hamouda, launched a homemade chocolate bar as a side hustle. Starting as a pregnancy craving, Sarah never expected her chocolate to become so well-liked. She co-worked with a shop called Fix Dessert Chocolatier in Dubai to create her signature chocolate bar, “Can’t Get Knafeh of it,” selling for 68.25 UAD (which is $18.58 in US dollars). The filling in this treat is a mixture of pistachio and an Arab dessert called knafeh. Knafeh is a traditional sugar-based Middle Eastern cheese pastry ingredient. Usually not included in chocolates, customers were triggered when they first bit into the Knafeh filling. The texture of the pistachio knafeh is unique with its crunchy consistency that curious customers seem to marvel at.
Yet, people had no clue why this confectionary was so expensive compared to other companies and their desserts. After driving to one of the highest-rated Dubai chocolate stores, TAWDI, located in Anaheim, I asked why the chocolates were so expensive and what made them so special. Dina, the store manager, responded, “The main reason this chocolate is not like the other sweets we have is because we use shredded knafeh and real pistachios from scratch. Knafeh has been used for cheese for the longest time until recently when the Dubai chocolate was made.” The balance of chocolate and knafeh makes this treat not too sweet but also gives it extra flavors.
Living in Yorba Linda, finding a local shop selling original Dubai chocolates was not easy, with the closest being more than 10 miles away. Although the drive is lengthy, these chocolates are worth the hassle. At Yorba Linda High School, many students have heard of Dubai chocolate, but most have not tried it yet. Ava Bruckner (10) states, “I’ve heard about these chocolates for a while now but haven’t gotten the chance to taste them. Sometimes, I still wonder why they are so expensive?
Dubai Chocolate has been a hot topic for a while, yet still so many people don’t know where and how it originated. Historically, knafeh was a traditional food, passed on for generations until another person modified it into an internet sensation. Before Dubai chocolate, most parts of the world had never heard of anything similar to knafeh. Now, with more than 56 million views, Dubai Chocolate stands out with its unique ingredients and exclusivity.
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What is the Hype Behind Dubai Chocolate?
Claire Kwon, Photojournalist
January 20, 2025
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About the Contributor

Claire Kwon, Photojournalist
Claire is a sophomore at Yorba Linda High School and is excited for her first year with The Wrangler! She loves participating at YLHS through the women’s lacrosse team, CSF, and being on the PTSA board. Outside of school, she loves to read, listen to music, go to the mall, hang out with her friends and family, and volunteer for her church. Ever since she was younger, she has wanted to be a teacher and now she hopes to major and education or language arts. Claire is excited to learn more and see what the future holds for her writing journey!
Woon Joe • Jan 24, 2025 at 7:32 AM
Good investigative report on this expensive dessert not many of us can afford to enjoy it regularly. Maybe I should try to make th knafeh myself!
Pamela Wiggins • Jan 23, 2025 at 2:04 PM
Dubai chocolate is absolutely delicious. Can’t get enough of it. I get mine on line from Dubai Bars.
Ji Young Joe • Jan 21, 2025 at 12:03 PM
I recently tried the Dubai chocolate myself and was wondering why it was so expensive also. Your article helped me understand the origin of the Dubai chocolate and why it is expensive. I think you picked a good topic for your article because everyone likes the Dubai chocolate but nobody really knew about its background. It was very interesting and informative and hopefully the price goes down in the near future because it’s a bit too pricey to have it as an everyday treat. Thanks!