TikTok food trends come and go; however, the infamous Dubai Chocolate bar has experienced a long period of popularity and success on social media. Practically overnight, it gained global attention for its taste and satisfying crunch. As the trend continued, many companies have attempted to replicate the chocolatey flavor in their own products, producing a widely recognized treat around the world. But could other future food trends from TikTok ever reach this level of recognition?
Long before the trend began, Dubai Chocolate was founded by Sarah Hamouda, an entrepreneur based in Dubai, who collaborated with pastry chef Nouel Catis Omamlin. Dubai Chocolate was inspired by Hamouda’s pregnancy craving for knafeh, a Middle Eastern dessert with buttered shredded pastry or semolina dough layered with melted cheese. Her craving was later developed into an actual recipe popularized today. Hamouda then began selling her Dubai Chocolate through her brand Fix Dessert Chocolatier.
In December 2023, a TikTok ASMR video featuring the “Can’t Get Knafeh Of It” bar from FIX Dessert Chocolatier went viral. The internet was intrigued by the chocolate bar’s satisfying crunch and pistachio center. Soon, videos of influencers and mukbangers trying Dubai Chocolate were everywhere, but it was only the beginning.
Depending on how well-known a food trend is, restaurants and fast-food chains take advantage of virality and incorporate it into their menu and brand, focusing on what’s trending now and what appeals to the public.
Dubai Chocolate has found its way into the menus of popular fast food chains and restaurants such as Crumbl Cookies with their Dubai Chocolate brownie and cheesecake, Starbucks’s Dubai Chocolate bite and matcha and more. Serving these new additions has given food chains extra recognition and popularity.
“I tried the Starbucks iced Dubai Chocolate Matcha, but I’m not that big of a matcha fan. It was good, but I don’t think it was the best. Crumbl [Cookie] gets a 100/10, amazing — best collab ever,” Jaylene Aguirre ‘28 said.
With trends on TikTok always coming and going, some are short-lived, but some stay longer. It’s hard to decide early whether a food trend is subjectively good or just another fad. However, Dubai TikTok is a great platform for dessert inspiration or discovering new, unheard-of food to try, some of which turn out to be viral sensations across social media.
“I thought it was just gonna be one of those TikTok trends, and not really that good, and then I tried it. It was pretty good. I liked it,” Avril Acosta Garcia ‘27 said. “I was a little surprised that it was $20.”
Although Dubai Chocolate is popular, it doesn’t take away from its cost. Due to its virality, demand and high-quality ingredients, there is a high price put on it, with one bar costing around $20.
Some food trends go viral. Some see their popularity die before they become popular. With just one video, a new food can be on the menu of your favorite restaurant in the next few months. So that begs the question, what will the next big food trend of 2026 be?
