Dubai: TikTok has become a powerhouse in turning niche trends into global sensations, and the recent rise of a luxury chocolate bar with pistachio filling is the latest example.
Known as “Dubai chocolate,” this viral confection has created an unexpected ripple effect across agricultural economies in the US and Iran, all due to its sudden popularity on social media.
The journey began at the end of 2023 when a TikTok video showcasing the decadent chocolate bar, filled with creamy pistachio and wrapped in milk chocolate with kataifi pastry, was shared online.
Within months, the video garnered over 120 million views, sparking a wave of follow-up clips that spread the excitement further. The chocolate, crafted by the Emirati chocolatier Fix, is only available in the UAE, yet it has captivated consumers worldwide.
As demand surged, major chocolate brands like Lindt and Läderach quickly jumped on the bandwagon, releasing their pistachio chocolate varieties to capitalize on the growing trend.
However, the surge in demand has placed significant pressure on pistachio supplies, particularly the kernels, which are a key ingredient in the production of these treats.
Pistachio prices have risen dramatically, from $7.65 to $10.30 per pound over the past year. This price hike can be attributed to a combination of factors, including a smaller-than-usual harvest in the US, the world’s largest pistachio exporter, and an increased demand from international markets.
Iranian pistachio exports to the UAE also spiked by 40 percent in the past year, further exacerbating the shortage.
The rapid rise of the Dubai chocolate craze has surprised many in the industry.
With some stores even rationing chocolate bars, the viral trend serves as a reminder of the growing influence social media has on global food markets, affecting everything from luxury confectionery to agricultural economies.
