In 2025, viral Dubai chocolate proved to be one of the most popular items at Dubai Duty Free. Travelers purchased 719 tons of this sweet souvenir over the course of the year, quickly capturing the attention of tourists.
Exclusive items created specifically for the chain were particularly popular, including the Patchi Pistachio Kunafa Bar and Habibe Chocolate products. Confectionery ranked fifth in sales, generating AED 845.486 million (approximately $231.6 million), accounting for 9.74% of the chain's total annual turnover.
These figures were part of Dubai Duty Free's record sales, which reached AED 8.68 billion (approximately $2.3 billion) in 2025.
Dubai chocolate is a confection filled with a mixture of kadayif and pistachios and is produced in the UAE. The product was introduced in 2021 and quickly became a traveler's favorite. Its popularity on social media has grown since 2023, when the first TikTok video about it garnered over 120 million views.
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