If you've been on Instagram or TikTok in the past year, you've almost certainly seen it — a thick slab of chocolate snapping open to reveal a vivid green, crispy filling. That's Dubai chocolate, and it's become one of the most searched food trends in the world. Here's what it actually is, why it tastes so good, and how we make our own version here at Chez Emily.
What is Dubai chocolate?
Dubai chocolate is a style of filled chocolate that originated in Dubai and exploded globally on social media around 2023–2024. The defining feature is the filling: a combination of pistachio cream and kataifi — a fine, thread-like pastry from Middle Eastern and Mediterranean cuisine — layered inside a shell of milk or dark Belgian chocolate.
The contrast of textures is what makes it special. You get the smooth snap of the chocolate shell, then the creamy nuttiness of pistachio, then an unexpected crunch from the kataifi. It's genuinely unlike most chocolate you'll have tried before.
What is kataifi?
Kataifi (sometimes spelled kadayif) is a traditional pastry used widely in Middle Eastern, Greek, and Turkish desserts. It looks like very fine shredded wheat or angel hair pasta, and it's typically used in sweet dishes like baklava.
In Dubai chocolate, the kataifi is toasted in butter before being combined with pistachio cream and used as the filling. The toasting is key — it gives the pastry that distinct crunch that makes the texture of Dubai chocolate so satisfying.
Why did Dubai chocolate go viral?
A few things came together at the right moment. The green filling photographs beautifully against dark chocolate — it was made for social media. The texture contrast is genuinely surprising the first time you try it. And the 'exotic' association with Dubai gave it a sense of occasion and luxury that standard chocolate bars don't have.
Once a few videos went viral, demand outpaced supply — people were travelling to speciality shops and paying premium prices. That kind of scarcity attention is almost impossible to manufacture, and it's what turned a local Dubai product into a global trend.
How does Chez Emily make it?
We handcraft our Dubai chocolate at our Coolquay workshop in The Ward, Co. Dublin. We use Belgian couverture chocolate — the same premium base we use across our entire range — with real pistachio cream and hand-prepared kataifi pastry.
We also make a 'Dubai by Night' version using dark chocolate for those who find milk chocolate too sweet. The darker shell gives the pistachio filling more room to come through, and the bitterness balances the nuttiness well.
Both versions are available as gift box selections — eight pieces per box — and as standalone bars. They've quickly become some of our most popular products, and we regularly have customers coming in specifically to try them for the first time.
Where can you buy Dubai chocolate in Ireland?
You can find our Dubai chocolate collection at our chocolate shop and café at 7 Bridge Street, Ashbourne, Co. Meath — our flagship store — and at our Coolquay café in The Ward, Co. Dublin, where the chocolates are made. We also ship across Ireland — you can order online and have it delivered to your door.
If you're curious, the best place to start is the Dubai Gift Box Selection — eight handmade pieces for €12, including both milk and dark varieties.
Is Dubai chocolate a passing trend?
Possibly — but the ingredients aren't going anywhere. Pistachio has been one of the most consistently popular flavour trends in food for several years, and kataifi is increasingly available in Irish supermarkets as Middle Eastern and Mediterranean food becomes more mainstream.
Whether the 'Dubai' branding fades or not, the flavour combination is strong enough to stand on its own. Our customers who try it for the trend tend to come back for the taste.
