A Vox reader asks: Why is Dubai chocolate suddenly everywhere?! My husband and I have noticed that we suddenly see it everywhere from small town ice cream shops, national chains, grocery stores — and it appears to be across the country. Since we are DC people, our brains immediately went to wondering whether there was a specific corporate or political force behind it. Is the UAE government promoting it? Is there a company pushing it? Would love to know!

A suddenly ubiquitous delicacy from a futuristic city seems like the subject of an online conspiracy. This is the mystery that has surrounded Dubai chocolate since it arrived on the global food scene, showing up in grocery stores like Trader Joe’s and Costco, as well as on TikTok, over the past year.

When did Dubai become known for its chocolate? And what makes chocolate “Dubai”? Is this an export being pushed by the United Arab Emirates? Why is it suddenly available near the checkout at every grocery store? Why are people craving green, crunchy mush?

Like many blink-and-you-miss-it trends in the era of TikTok, the origins of the Dubai chocolate craze aren’t as mysterious as they may seem. Still, the sheer demand for a product so extreme in its combination of ingredients, marketing push, and price tag remains a bit puzzling. That confusion might be what makes it the most fitting trend for our TikTok-addled age.

Sign up for the Explain It to Me newsletter

The newsletter is part of Vox’s Explain It to Me, where we tackle a question from our audience and deliver a digestible explainer from one of our journalists. Have a question you want us to answer? Ask us here.

The ultimate TikTok dessert

Dubai chocolate may be the main character of 2025, but it’s been around for a few years now. The bars were invented in 2021 by Sarah Hamouda, a British Egyptian living in Dubai, during her pregnancy with her second child. Her cravings led her to create an indulgent smorgasbord of a snack: a chocolate bar filled with pistachio cream; tahini; and her beloved childhood dessert knafeh, which is a traditional Middle Eastern pastry made from shredded phyllo, soft cheese, and date syrup.

In 2021, she launched her company Fix Dessert Chocolatier, selling the unique chocolate bars under the name “Can’t Get Knafeh of it.” In 2023, the brand experienced its initial burst of virality after it sent the bar to some local influencers, including Ukrainian creator Maria Vehera, who posts mukbang-style content. In her video, which now has over 100 million views, she cracks open the chocolate bar ASMR-style, showing off its gooey........

© Vox