In recent years, Dubai chocolate has become a new social media phenomenon. On TikTok, millions of users never tire of watching videos where they unfold crispy chocolate bars filled with green pistachio cream.
According to the Daily Mail, Oxford University professor Charles Spence explained the secret of this viral success with "strong visual contrast." "The bright green layer against the background of brown chocolate is an attractive signal for our brain. That's why it looks amazing in photos and videos," says the scientist.
This dessert was created in 2024 by Sarah Hamude, the founder of Fix Dessert Chocolatier. She developed chocolate made with pistachio cream, takhini, and crispy kataifi dough inspired by her pregnancy's "desire for sweets." After the video of influencer Maria Vexera testing it, the internet was filled with ASMR videos - users enthusiastically demonstrated the crackling of chocolate and the stretchy filling.
Spence notes that people are fascinated by such sweets not only because of their color but also because of their high caloric content. "Our brain joyfully accepts energy-rich, delicious food. Therefore, such products have a strong emotional impact," he said.
At the same time, the "exotic aspect" of chocolate also increased its popularity. For many, this is not just a dessert, but a "new experience," and they feel like food innovators.
According to the professor, another key to success is texture. The combination of crispy layer and soft cream looks impressive not only on the lips, but also on the video. "It's impossible to taste food content, so bloggers have found ways to deliver pleasure visually and visually," he explains.
Today, major brands have also caught the Dubai chocolate trend. Scientists emphasize that this situation shows how social networks can influence the gastronomic world.
It's beneficial to eat chocolate in moderation: it's rich in magnesium, iron, and phenylethylamine, known as the "love hormone." Therefore, it's not surprising that Dubai chocolate will remain TikTok's favorite dessert.
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