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Why foods like Dubai chocolate go viral

Andrew Paul

created: Oct. 17, 2025, 6:09 p.m. | updated: Oct. 27, 2025, 5:45 p.m.

If you’re looking for something to blame, you could do worse than directing your ire towards Dubai chocolate. Regardless of its name, Dubai chocolate generally involves a milk chocolate casing filled with creamy pistachio-tahini paste and a phyllo-like shredded pastry called kadayif. Dubai chocolate’s initial leap to cultural prominence began earlier this year thanks to various viral social media clips depicting people devouring the decadent dish. Then there are Dubai chocolate’s more subtle implications. Dubai chocolate’s textural makeup is also appealing to onlookers, but that only goes so far without trying it yourself.

4 weeks ago: Popular Science