Starting from early 2024, the internet has gone wild and curious about the chocolate bar that went viral on social media platforms, especially TikTok, which is a platform for sharing and discovering short videos. It was the sweet treats that were created by FIX Dessert Chocolatier in the United Arab Emirates. The ‘Dubai Chocolate Bar’ is a milk chocolate bar filled with a gooey mix of pistachio, tahini, and crispy knafeh, a traditional Arabic dessert made from phyllo dough. TikTok users are excitedly posting their first impression videos of trying this chocolate bar by cracking it open, and it went viral. This dessert continues to pique the curiosity of internet users all over the world. The phenomenon surrounding this viral chocolate bar can also be viewed from a diplomatic perspective by implementing track diplomacy.
Cultural Experience through the Ingredients of Dubai Chocolate
The Dubai chocolate bar made by FIX Dessert Chocolatier is called “Can’t Get Knafeh of It”. This chocolate bar was created through the collaboration of the most beloved Middle Eastern ingredients: pistachio cream and knafeh. This dessert perfectly captures Dubai’s luxury, culture, and innovation (Tabbara, 2024). By utilizing these ingredients, this chocolate bar offers a sense of authenticity that connects people from diverse backgrounds. The dessert remains a curiosity for people worldwide.
Pistacia vera L. is the plant that yields pistachios. Western Asia began the cultivation of this plant but then spread to the Mediterranean through Iran. Nuts, including pistachios, are mainly consumed fresh, roasted, or as salty snacks. Furthermore, pistachios are often used as value-added ingredients, which encourages their cultivation and production. It is worth drawing attention to pistachios among the nuts (Mateos et al., 2022).
Knafeh, or well known as Kunafa, is an Arab dessert made from phyllo dough. Phyllo dough is gently stretched and folded by hand to create the paper-thin sheets used in layered pastries. In Arab cultures (especially during special occasions and traditions), sweets hold significant importance. Knafeh and other desserts are closely linked with festive traditions like Eid al-Fitr and Eid al-Adha. The historical traditions of Arab desserts provide a look through the region’s diverse cultures, complex histories, and emotional connections to food (Alsaafeen, 2024).
Curiosity of the World
The “Can’t Get Knafeh of It” chocolate bar first went viral in early 2024. A viral Autonomous Sensory Meridian Response (ASMR) TikTok video featuring an influencer, Maria Vehera eating the tempting FIX chocolate bar in her car received over a hundred million views, boosting the significant popularity of the Dubai chocolate bar.
On a launch preparation for their newly redesigned Emirates Suite at Arthur Ashe Stadium, the Emirates crew flew away from Dubai to New York with FIX chocolate bars to share with their invited guests. A representative from Emirates has confirmed that these bars were produced directly by FIX Dessert Chocolatier (Beechey, 2024).
However, acquiring this viral chocolate bar is not easy. This daily fresh handmade chocolate is only available on an online delivery application called Deliveroo. Stocks are limited and released only twice a day at 2 PM and 5 PM, usually selling out within minutes. The lore has led to rising reseller prices for the chocolate bar.
FIX Dessert Chocolatier: The Trend Setter
Due to the difficulty in purchasing this hyped chocolate bar, people are creating their own versions of Dubai chocolate. The excitement has also spread around Europe; a Swiss chocolate company, Lindt, is following the crowds with its own version of Dubai chocolate. An industry association called Chocosuisse hopes that the fusion of Middle Eastern treats and traditional chocolate will make chocolate more appealing to palates beyond Europe as the world’s biggest chocolate market for many generations (Niemann, 2024).
This Dubai chocolate craze is not only happening in Europe; Indonesia, one of the most populated countries, is similarly facing the same situation. Many local bakeries have begun innovating and creating their own versions of Dubai chocolate–not just chocolate bars but also cookies, pastries, breads, brownies, and even mochi filled with pistachio and knafeh fillings. People are excited to try these desserts and eager to line up for hours to get them. For those who prefer not to wait in line for the chocolate bars, many are creatively making their own versions at home using readily available pistachio fillings.
Sarah Hamouda, founder of FIX Dessert Chocolatier, is not concerned about other companies recreating their Dubai chocolate bars. Instead, she herself feels flattered and proud that some have reached out to express their gratitude for the inspiration provided by FIX Dessert Chocolatier. Sarah is awed and hints to make the “Can’t Get Knafeh of It” chocolate bars into international markets (Cairns, 2024).
Track Diplomacy through Dubai Chocolate
The multi-track system allows us to understand diplomacy through various areas. In this case involving viral Dubai chocolate, Track 3 diplomacy–business or peacemaking through commerce–fits well with the current situation. The Track 3 views peace-making through commerce. The provision of economic opportunities, friendship and understanding, and informal channels of communication (Diamond and Mcdonald, 2013).
Through the “Can’t Get Knafeh of It” produced by FIX Dessert Chocolatier in the United Arab Emirates, this viral situation has spread globally, allowing people to experience beloved Middle Eastern ingredients in a single bite. These ingredients have become a spotlight and raised public awareness while benefiting the United Arab Emirates economically. Due to its limited availability, many people have high expectations and are willing to fly directly to Dubai just to try the original Dubai chocolate.
The economic opportunities caused by the FIX Dessert Chocolatier have brought multiple benefits–not only for them as the producers but also for pistachio farmers and even for the United Arab Emirates tourism government. Through this chocolate bar, diverse backgrounds can connect over shared culinary experiences.