The worldwide appeal of ‘Dubai Chocolate’ caused a spike in the cost of ‘Superfood’ pistachios, as per an analysis. This confectionary item features pistachio cream and knappe—a classic Middle Eastern treat—as its filling components.
A report from the British newspaper Financial Times (FT) on January 19th (local time) highlighted how Dubai Chocolate, launched in 2021 by the UAE-based chocolate maker Fix, garnered significant interest after a TikTok clip posted in December 2023 went viral with over 120 million views.
Dubai chocolate, which has become a trend since then, has spread worldwide, with large retailers and famous brands in the UK, the US, and Europe scrambling to release their own versions. In Korea, it has also gained huge popularity mainly in convenience stores that are sensitive to trends.
Despite the high price, demand surged to the extent that some stores restricted purchases, and original products were traded at high prices. According to Newsweek, Dubai Duty Free also recorded sales of more than 12 million Dubai chocolates in the first quarter of 2025 and about 22 million dollars
The cost of pistachios, which is the primary component of Dubai chocolate, surged due to increased demand. According to nut trader CG Hacking, pistachio prices have risen by 35%, climbing from $7.65 per pound last year to $10.30 currently.
Adverse growing conditions in the U.S., which is the leading pistachio exporter, influenced pricing as well. Over the past twelve months, the supply of Californian pistachios has dropped by 20%. Meanwhile, shipments of Iranian pistachios headed for the UAE within the last half-year exceeded those from the prior period by 40%.
In the meantime, the key elements behind the success of Dubai Chocolate encompass vibrant visual presentations featuring green pistachio cream, evocative imagery of traditional Middle Eastern sweets, opulent depictions of Dubai cityscape, and effective virality through social media campaigns.
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