What started as a viral trend on social media under the hashtag #DubaiChocolate —accumulating over 120,000 videos—has finally arrived in Argentina. Some gastronomic venues have already incorporated this innovative chocolate, which, if it follows Europe’s trajectory, could become the star product of ice cream parlors and restaurants.
Unlike dark or milk chocolate, Dubai chocolate is not defined by a specific composition but rather by its exclusive and sophisticated nature. Inspired by the luxury of the Emirati city, this category of chocolate is associated with high-end ingredients and striking aesthetics.
“The best synthesis of what we seek as a brand is to reinterpret powerful ideas, add innovation, excellence in ingredients, and a creative perspective,” says Christian Otero, founder of Lucciano’s, an ice cream chain that has added this flavor to its menu. “From the moment we thought about it, we knew it was going to be a success,” he adds.
The trend originated at Fix Dessert Chocolatier in Dubai, which launched its Can’t Get Knafeh of It bar in 2022. Covered in milk chocolate, its interior combines pistachio cream with kadayif—thin strands of oriental pastry that provide a crunchy texture. Its price, $250 per unit, reinforces its luxury positioning.
One of the factors behind its success is its sales model: it can only be purchased through an app that makes it available for just two hours a day, reinforcing its exclusivity.
The Viral Boom and Arrival in Argentina
The phenomenon took off when food influencer María Veheras posted a video that surpassed 75 million views. From then on, the trend expanded across Europe, where brands like Lindt introduced their own version under the name Dubai Style Chocolate.
In Argentina, the ice cream chain Lucciano’s launched its own Dubai chocolate ice cream, combining Belgian chocolate with pistachio cream and kadayif. Chef Daniela Tallarico, meanwhile, developed an XL cookie featuring Barry cocoa, pistachios, and dark chocolate.
“Dubai Chocolate is not a specific type of chocolate with a set recipe or composition but rather a way of referring to a high-end chocolate inspired by the opulence and distinctive style of Dubai,” explains Tallarico, owner of the Tallarica patisserie.
The Future of Dubai Chocolate
More than just a flavor, Dubai chocolate represents a concept of exclusivity and sophistication applied to gastronomy. In places like Dubai, chocolates decorated with 24-carat gold leaf are common, making them a true symbol of luxury.
“At Tallarica, we reinterpret it in a modern and luxurious way, maintaining that spirit that evokes Dubai but bringing it to a more innovative and gourmet format,” says Tallarico.
The trend continues to rise. Brands like Mamuschka, Candymoon, and Monster Cookies have launched their own versions of Dubai chocolate, adapting it to their styles and formats. With a strong presence on social media and more enthusiasts every day, it seems this craze is here to stay.
