Dubai, the epitome of luxury and excess, has done it again: A chocolate bar costing approximately €17 represents the latest global hype. Yet behind the glossy image of Dubai chocolate lies merely a well-known recipe with pistachio cream, now marketed as the embodiment of luxury. This success was made possible through the mechanisms of a decentralized attention economy, which can increase global demand for a product far more quickly and extensively than traditional marketing ever could, while the true innovation and exclusivity of the product remain questionable. An opinion piece.
The so-called “Dubai chocolate,” a simple chocolate bar filled with pistachio cream and crunchy angel hair pasta, is currently being sold in Dubai for a whopping €17. In a city known like no other for its dystopian characteristics and as a symbol of end-times consumerism, it’s hardly surprising that such an overpriced sweet has achieved worldwide fame. The imported chocolate is now available for purchase in our country as well, along with equally expensive versions from international mass producers. And it’s selling like hotcakes — all because of the “hype.”
The Society of the Spectacle
The manufacturer “Fix Dessert Chocolatier” began offering this supposedly exclusive specialty in Dubai in 2021. The company’s founder, Sara Hamouda, claims to have invented the recipe herself, allegedly developing it during her pregnancy. However, anyone who has visited Turkey and experienced the local confectionery culture would not have missed that similar sweets combining pistachio cream and angel hair have existed there for a long time and are sold on nearly every corner. Against this background, the originality claim of Dubai chocolate seems rather dubious. This further emphasizes how global trends and local traditions often merge in new creations of the luxury consumer goods industry, while the authenticity of product stories occasionally takes a back seat.
While the chocolate has existed for three years, it only gained explosive popularity this year thanks to food influencer mariavehera257, who garnered over 100 million views with a TikTok video. This video was likely the spark that set it all off. What followed can be described as a predictable mechanism of the influencer ecosystem: A flood of bandwagoners jumped on the hype-train, hoping to generate attention for themselves. Interest in the product seemed to rise immeasurably, driven by a self-reinforcing cycle of effusive praise — but also criticism or those making fun of the trend. Every contribution, whether praise or criticism, adds to the spiral of attention. Even this critical commentary you’re reading now, and the fact that you’re reading it, is a small part of this relentless attention carousel.
The Taste Test
Those interested in trying the chocolate can order a bar through Amazon for €20, either directly from Dubai or recommended by an influencer. A well-known manufacturer and market leader from Switzerland also launched its own “Dubai” chocolate on November 20th, pricing it similarly to the competition. In neighboring Germany, people were standing in front of stores at 2 AM to be among the first to try the product. Those seeking a more authentic and affordable experience can find the Turkish version in Oriental and Asian grocery stores for about €4 per 100g bar.
Since thorough research is essential in our profession, we didn’t miss the opportunity to purchase one of the more affordable bars and taste it in the office. The taste is intensely sweet, with a creamy yet crunchy filling that offers a mixture of milk chocolate and a nutty finish. “It reminds me of Kinder Schoko-bons,” says our graphic designer Enia. “To be honest, I expected more pistachio flavor,” adds our journalist Marion. And me? Although I usually don’t have much of a sweet tooth, I almost unconsciously devoured half the bar while writing this article. The mandarin I had packed with the best intentions in the morning meanwhile lay untouched in the corner of my desk, looking at me reproachfully. The chocolate does in fact taste pretty damn good, but it’s not exactly a revelation in taste.
