There is a flavor that has recently appeared frequently on social media platforms and gained great popularity: crispy, soft and pistachio chocolate bar. This dessert, popularly known as “Dubai chocolate”, is prepared with milk chocolate, finely ground kadayif and creamy peanut butter. Dubai chocolate has become a craze; People form long queues to taste this delicacy.
A similar scene occurred in Istanbul; Those who wanted to try this dessert in front of a patisserie famous for Dubai chocolate had to wait for hours and the crowd grew to fill the streets. So, why did this chocolate become so famous? People, “Dubai chocolate” Why are there long queues for this taste called ‘?
A Worldwide Chocolate Craze: The Dubai Chocolate Phenomenon
This new chocolate craze, which has influenced many countries from the United Arab Emirates (UAE) to the United States, from Singapore to New Zealand and from South Korea to Turkey, is spreading rapidly. People, “Dubai chocolate” People fall in love with the magic of this chocolate, and they line up to try it.
The Origins and Invention of Dubai Chocolate
The creator of this sweet taste, ‘Dubai’The chocolate shop called “Fix Dessert Chocolatier” located in Istanbul. British-Egyptian entrepreneur Sarah Hamouda and Filipino chef Nouel Catis Omamalin Founded in 2021, this brand introduced chocolate to the world by calling it “Can’t Get Knafeh of It”. This name can be translated into Turkish as “I Can’t Get Enough of Künefe” and it is stated that this original name was found by Hamouda’s wife.
Hamouda describes the huge impact his chocolates have had around the world as “surreal.” Stating that they received only a few orders at first, Hamouda states that now they receive up to 100 orders per minute. This sweet journey, which they started as a small initiative, now reaches a large fan base around the world.
Omamalin’s Inspiration: Nostalgia and Cultural Memories
The chef behind the recipe Nouel Catis Omamalinemphasizes that he was inspired by nostalgia when creating this chocolate bar. “I always create nostalgic things,” he said in an interview with Arab News. I like to rekindle childhood memories of a particular culture or any culture. “If you do something based on nostalgia, you can never go wrong,” he says. Omamalin also states that künefe is his favorite Arabic dessert and that he reinterprets this dessert with a modern touch.
The Secret Behind Dubai Chocolate: A Cultural Phenomenon
The reason why Dubai chocolate has become so popular around the world lies not only in its taste but also in the cultural ties it creates. It offers both a nostalgic and innovative experience by combining a traditional dessert such as kunefe with a modern understanding of chocolate. This makes it more than just a chocolate bar and a cultural phenomenon.
What is the Content of Dubai Chocolate?
According to Fix Dessert Chocolatier, these famous chocolate tablets; Crispy kadayıf is prepared by coating peanut and tahini paste with an outer shell made of chocolate. Additionally, the tablet itself is finished by dipping it in a creamy pistachio cream. While the inner structure of the chocolate has a soft texture filled with finely chopped crispy kunefe and creamy peanut butter; The outer part consists of hard chocolate, which enables the chocolate to be enriched with different textures. Experts who have tried it are very pleased with the combination of these contrasting textures and generally make positive comments.
Where is it sold and how to tell its originality?
The chocolate called “Can’t Get Knafeh of It” can only be ordered in Dubai and only during certain hours. original products delivered exclusively from Fix Dessert Chocolatier in Dubai, between 14:00 and 17:00 local time, via Deliveroo.
However, as the product quickly gained fame, fake manufacturers also emerged. Many fake websites use Fix’s name to try to sell counterfeit products that appear to be genuine but impose requirements such as a minimum order requirement. The company warned its consumers against such fake sellers in a statement made on Instagram.
Hamouda stated that there are plans to make the product available worldwide in the future. However, he stated that they only have the capacity to meet orders in Dubai for now. Therefore, similar products sold in local shops outside the UAE are often alternative recipes developed by different manufacturers.
Pricing and Popularity
Fix Dessert Chocolatier’s chocolate tablets are sold for approximately $18.50 (633 Turkish Lira), and a box for six people has a price tag of $105 (3,500 Turkish Lira). However, the popularity of this original product has led to imitations being sold at much higher prices. For example, in Singapore, a 200 gram similar product can be sold for 59 dollars (2,000 Turkish Liras). Despite the high prices, many consumers consider this chocolate a “once-in-a-lifetime” treat and find it worth paying for.
Worldwide Spread from TikTok
dubai chocolate‘s global popularity was first attributed to a gourmet living in Dubai. Maria VeheraIt started with ‘s TikTok video. This video, shared in December 2023, has been watched more than 80 million times to date and paved the way for chocolate to gain worldwide fame.
Following the video, many local shops and chefs contributed to the spread of this flavor by sharing their similar recipes on social media. The hashtag #dubaichocolate trended on Instagram, being used at least 45,000 times.
Social Media and Reasons for Going Viral
social mediahas a big impact on products going viral. According to research from Snapchat and Havas Media, users now trust comments and reviews on social media more than traditional advertising. There are several important reasons why Dubai chocolate is so popular:
ASMR Effect: Sounds such as the crunch when breaking the chocolate and the flowing of the filling become part of ASMR videos that attract the attention of viewers on social media platforms.
Feeling Privileged: The fact that chocolate can only be purchased in Dubai and at certain hours makes it difficult to access the product, making it even more desirable.
FOMO (Fear of Missing Out): When consumers see their friends and influencers praising this chocolate on social media, they want to try the product out of fear of missing out.
Cultural Curiosity: Dubai chocolate creates cultural interest thanks to the combination of traditional Middle Eastern flavors with the modern understanding of chocolate. This enables the product to appeal to wider audiences globally.
The reason why Dubai chocolate attracts so much attention around the world lies not only in social media but also in cultural attraction. Kunefe, one of the favorite tastes of the Middle East, combines with this modern form of chocolate, creating both a nostalgic feeling and an innovative taste. This cultural bond allows consumers to attach a deeper meaning to the product and make it more special.
How to Prepare Dubai Chocolate?
If you want to make Dubai chocolate at home, it is very important to ensure the perfect harmony of kadayıf and peanut butter, the basic ingredients of this popular dessert, with the chocolate. Here is a practical Dubai chocolate recipe:
Materials:
200 grams of milk chocolate (preferably a quality brand)
100 grams finely ground, fried kadayıf
4 tablespoons of butter
4 tablespoons peanut butter (optionally can be mixed with tahini)
2 tablespoons of powdered sugar
1 teaspoon vanilla extract
Coarsely chopped pistachios for decoration
Preparation:
Preparing Kadayıf: Melt the butter in a pan and add finely ground kadayif. Roast the kadayıf on low heat, stirring constantly, until it reaches a golden yellow color. Set the roasted kadayif aside and let it cool.
Peanut Butter Mix: Mix peanut butter thoroughly with powdered sugar and vanilla extract in a bowl. For a more authentic taste, you can optionally add some tahini. Set the mixture aside.
Melting the Chocolate: Melt the milk chocolate in a double boiler. To do this, break the chocolate into small pieces and place them in a bowl; Melt the chocolate by placing this bowl over a pot of boiling water.
Forming: Pour half of the melted chocolate into silicone molds (ice molds can also be used). Cover the base of the molds with chocolate and leave them in the refrigerator for 10 minutes to freeze.
Creating Layers: First add a layer of roasted kadayif on top of the frozen chocolate. Put the peanut butter mixture you prepared on the kadayif. Then add another layer of roasted kadayıf.
Last Layer: Pour the remaining melted chocolate over the kadayif and peanut butter and fill the molds completely. Sprinkle crushed pistachios on top, if desired. Leave the molds in the refrigerator for at least 1 hour to allow the chocolate to freeze completely.
Service: Carefully remove the frozen chocolates from the molds. After keeping it at room temperature for a while, your delicious Dubai chocolate is ready to be served!
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