Dubai Chocolate: A Global Sensation Now Available in Japan!
Dubai Chocolate, which started as a small side hustle during the COVID-19 pandemic, has grown into a worldwide trend thanks to its popularity on social media. In December 2023, a viral TikTok video posted by food influencer Maria Vehera quickly turned it into a global sensation. What began as a modest buzz has, in two years, transformed into a product manufactured on a large scale by major chocolate companies. Today, this luxurious treat can be found in high-end department stores, airports, and supermarkets around the globe.
In January 2025, Tokyo-based Efet Trading Co., Ltd. (CEO: Rena Ataka), the official Japanese distributor for Turkey’s prestigious sweets brand Divan, will launch the Pistachio Dubai Chocolate across Japan. Just in time for Valentine’s Day, this special chocolate is set to be the perfect gift or indulgent treat for yourself.
Sales price is about ¥2,916/80g including tax (19.3USD)
Who made “Dubai Chocolate”?
Created by British-Egyptian Dubai resident Sarah Hamouda, FIX Dessert Chocolatier was established in 2021 with a focus on using carefully selected ingredients and maintaining a commitment to handmade craftsmanship by expert pâtissiers. What began as a humble side hustle has now transformed into a sought-after brand, with FIX Dessert’s signature Dubai Chocolate becoming incredibly hard to obtain.
With its limited supply—each bar meticulously handcrafted—securing a FIX bar has become akin to winning a golden ticket. Currently, the bars are available at a dedicated FIX stand in Dubai International Airport’s Terminal 3 and through the online delivery platform Deliveroo at 2pm and 5pm daily, where they consistently sell out within minutes.
What is “Dubai Chocolate”?
Dubai Chocolate is a premium confection featuring a rich pistachio paste and crispy kadayif (a delicate pastry made from filo dough) encased within a chocolate bar. Its luxurious taste and visually stunning design have made it a social media sensation, captivating audiences worldwide.
With its unique combination of flavors and textures, Dubai Chocolate has quickly become a symbol of indulgence, and its arrival in Japan is expected to create a buzz this Valentine’s season.
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