As Valentine’s Day approaches, chocolates are always a go-to treat or gift. For those who want to try something different from the classic chocolates, Dubai chocolate is a a newcomer to the scene.
Dubai chocolate is a chocolate bar filled with filo pastry and a pistachio-tahini cream. For those not familiar, tahini is a ground sesame seed cream popular in the Middle Eastern region. The cream provides Dubai chocolate filling with yellow and green coloring.
This creation was a recent invention, credited to Sara Hamouda, who was a British-Egyptian engineer living in Dubai in 2021. While pregnant, she had cravings for chocolate, pistachio, tahini, and knafeh (a Middle Eastern pastry dessert). Thus, the idea of Dubai chocolate was created.
Dubai, a trade-hub, was already a hub for gourmet chocolate, as part of its luxury branding efforts. Hamouda was able to find and collaborate with a Filipino pastry chef, Nouel Catis Omamalin, who helped to perfect the new style of chocolate bar. Omamalin felt that knafeh would provide the chocolate bar with a satisfying crunch, like many successful chocolate bars that came before it, and he was right.
Initially made by hand, producing 25 bars a day, Dubai chocolate sold for $19.72 in 2023. With viral marketing online, it quickly gained popularity by 2024. In 2025, a U.K. supermarket chain had to impose a limit of two per customer for its Dubai chocolate bar. Recently, a Dubai chocolate cookie has gained popularity in South Korea. Made viral by a K-pop band, the new cookie started to take off last fall, and it saw supply falling short to demand.
The popularity of this new style of chocolate bar quickly drew the attention of major manufacturers. Lindt, the Swiss chocolate maker, created its own version. This caused legal controversy, as it was not produced in Dubai. Since then, Dubai-style chocolate creations have become more common than the original ones made by Hamouda and Omamalin’s Fix Dessert Chocolatier.
Traditionally made with dark chocolate, you can now find them in other styles, like milk chocolate. Given the popularity, many chocolatiers created new Dubai-style variants. New chocolates were mixed with other sweets, like dates, cotton candy, or dusted with gold. Pairings that go well with Dubai chocolate, like high-quality coffee or tea, have been introduced as gift packs.
All this demand for Dubai-style chocolate is putting strains on one of the key ingredients—pistachios. Already an addictive snack across the world, the extra demand is causing a shortage of pistachios worldwide.
This year, it shouldn’t be difficult to find Dubai-style chocolate. The local Costco carries a variant that is made by Bouchard in Belgium (not Dubai). You will also find many online purveyors selling Dubai chocolate, calling to its marketing roots with online influencers. Prices will vary, depending on the quality of the ingredients, or if it’s handmade. The typical handmade bar by a chocolatier will cost around $25 a bar.
So this Valentine’s Day, if you have one of these chocolate bars from your favorite chocolatier, give thanks to Hamouda and her pregnancy cravings, for creating a new addition to the chocolate confection family.
