The experiences, practices and outputs of Dubai's creative economy have become a source of global inspiration, thanks to the emirate's stimulating creative environment, which possesses a set of assets that qualify it to serve as a dynamic catalyst for diverse creative endeavours. Among the most prominent of these assets is Dubai's ability to provide world-class platforms and launchpads for any distinguished creative practice that proves its worth.
Such is the case with "Dubai Chocolate", whose success experts and specialists acknowledge reflects, above all, the global power of the Dubai brand and its prominent standing in the world of the creative economy. This is borne out by data confirming that Dubai's name has become a powerful global brand, one that helped the product spread when it was combined with smart social media marketing — producing, as a result, a remarkable creative, economic and marketing story under the title:
"Dubai Chocolate". One of the first things this story confirmed was that the name Dubai had transformed into a global creative, economic and food-industry brand — an achievement realised in just a few short years.
On World Chocolate Day, celebrated every year on 7 July — which falls today — we revisit the story of "Dubai Chocolate". First launched in 2021, it achieved global reach in 2024, immediately after the COVID-19 pandemic subsided, becoming within months one of the most widely circulated food products on the internet. Its name alone became a search term that consumers actively sought out, to the point that global companies began producing similar versions carrying or inspired by the same description.
One economic consequence of this story was a global surge in demand for pistachios, as the figures reveal. The price of pistachios rose from approximately 6.65 euros per pound to approximately 8.96 euros per pound over roughly one year, driven by the growing demand for "Dubai Chocolate".
The UAE's pistachio imports also rose by approximately 40% over six months, while economic reports spoke of a global pistachio shortage after companies rushed to purchase large quantities for the production of "Dubai Chocolate" and similar products.
Writer and novelist Fatima Al Mazrouei observed that this economic story had taken traditional kunafa out of its local context and into the global arena. "Before this economic story, which centred on the Dubai brand, this type of sweet was known as a Middle Eastern dessert," she said. "But it has now become a global phenomenon and an example of the power of the Dubai brand."
"What illustrates this clearly is that, following the spread of Dubai Chocolate, kunafa became an ingredient incorporated into dozens of new products, such as ice cream, milkshakes, doughnuts, croissants, cookies, and frozen confections."
In a parallel development arising from this economic story linked to Dubai's name, demand for cocoa increased at a time when the cocoa industry was already suffering a crisis due to declining production in West Africa — with cocoa prices surpassing historic levels in 2024.
Al Mazrouei added: "The story of 'Dubai Chocolate' reveals the power of the Dubai brand in the creative economy. The product's success came from the convergence of three elements: an innovative product and smart digital marketing, both underpinned by the name Dubai, which carries in consumers' minds connotations of quality, luxury and innovation."
According to the "Dubai Chocolate Trends Report 2026", which tracks industry expectations for that year, the data confirms that this economic story is not merely a passing food trend. Search volumes for "Dubai Chocolate" remain elevated by 450% year-on-year, indicating that demand for this category has stabilised at a high and sustainable level. The report anticipates continued upward pressure on the prices of authentic pistachio cream.
The gap between original products and imitations is also widening. The report further expects this expansion to continue and accelerate this year, with the "Dubai Chocolate" formula becoming the basis of a distinctive flavour in its own right, applied across a broader range of confectionery and beverage categories.
On a parallel front, the report anticipates a clear divide emerging this year between two segments: a quality segment relying on authentic ingredients, generally at a higher price point, and a budget segment relying on substitute ingredients at a lower price — with a greater degree of clarity between the two compared with what prevailed during the initial peak of the trend.
The impact of this economic story, centred on the Dubai brand, extends to the plant-based food market. With mentions of "sweet vegan chocolate" rising by 130% and searches for vegan chocolate brands increasing by 38%, demand for plant-based products is growing in tandem with Dubai's chocolate market overall. The first vegan chocolate brand in Dubai to offer high-quality products is likely to capture a significant share of currently unmet demand.
As this pattern spreads globally and becomes uniform across dozens of brands and countries, a broader trend in food culture is emerging: consumers are gradually gravitating towards celebrating distinctive regional identities rather than homogenised global versions. Interest in the cultural roots of products is expected to grow.