Social networks are full of videos about Dubai chocolate. Famous food bloggers and people fond of sweets consider it their duty to leave reviews about this product. Among them are Dima Bilan, Super Stas, Anya Pokrov, Roman Kagramanov, Samye Sugar and others. What makes this flavor so special that many people want to try it? Let’s talk about everything in order.
How did Dubai chocolate become popular?
The popularity of Dubai chocolate came from a TikTok video posted by blogger Maria Vejera in 2021. She broke a milk stick on camera to show off the viscous filling. The subtlety review received 56 million views. When the video went viral, tasting Dubai chocolate became a trend that everyone started repeating.
What are the unique features of Dubai chocolate?
Dubai chocolate is made by hand. The dessert consists of milk chocolate, peanut or sesame paste and kataifi dough, a traditional eastern delicacy made from the finest fibres. This component causes the famous crackle that all users emphasize in their videos. The filling inside was compared to “doshirak” and halvah.
Daria Serebryakova, pastry chef of the Yauza and Blanc brand, shared with us that such associations with the product are quite possible: “There is really a connection with doshirak due to the unusual texture of the dough – thin noodles – and when combined with pistachios it resembles a little halva”
By the way, not only the users’ desire to adapt to the fashion trend, but also the inaccessibility of the taste played a role in the formation of the trend. In the summer of 2024, when the product began to grow in popularity, it could only be purchased in Dubai. Now the product can be ordered from well-known marketplaces. The price of 120-200 grams varies between 1.5 thousand rubles and 5 thousand rubles, depending on the brand.
Blanc Daria Serebryakova, pastry chef of the Yauza brand, explained how the cost of Dubai chocolate is determined: “There are not many suppliers at the moment. Marketing also plays a role: high price, scarcity – not everyone can afford it, which attracts people even more.
Price is part of PR. I’m sure the cost in general is not that high, but when determining the price, the choice of target audience is also important – who the product is aimed at and what effect we want to create. I think this chocolate can be replicated and the taste won’t be much different. All materials are available in Russia and are of equally excellent quality.”
Kalabasa pastry chef Diana Kitayeva agrees with her colleague: “Of course, this price is due to the fact that it is an imported and popular product that many people want to try. To be honest, I haven’t tried Dubai chocolate. I stay away from trends and prefer to make my own personal product without relying on anyone. With this theme, the desire to make macarons arose.”
What is the phenomenon of Dubai chocolate?
Answering a question about the extraordinaryness of Dubai chocolate, Yauza, pastry chef of the Blanc brand, Daria Serebryakova, said that the reason for the popularity of this flavor lies in strong marketing and quality ingredients:
“On the one hand, it’s just chocolate with kataifi dough and peanut butter, but it’s really delicious because of the combination of these three ingredients. On the other hand, people are used to the fact that chocolate is more classic – without filling, so the presence of texture in it is also attractive. At the same time, the product was beautifully “packaged” and “spiced” with marketing. Also, many people want to touch Dubai life and this is one of the available options; a kind of illusion of luxury.”
Kalabasa pastry chef Diana Kitayeva believes that Dubai chocolate attracts the attention of the audience due to its crispy filling. “When you bite into the chocolate there is so much filling that it starts to drip, and as a rule, everyone loves it when there is a lot of filling in a dessert.
Of course, I don’t see any resemblance to “doshirak”, maybe they think so because of the kataifi dough that creates a crispy and fibrous texture. It is more similar to halvah because hazelnut paste is added to it. The filling becomes viscous like halva. “You can make an analogy by replacing the kataifi dough with wafer crumbs.”
Source: People Talk
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
