Dubai Chocolate, the world's most popular, how did it become so popular?
If you ask what is the hottest snack in the world right now?
Then Dubai Chocolate is definitely on the list!
Since July this year, the mysterious chocolate brand has suddenly become popular on Chinese social media. The video of trying "Dubai chocolate" attracted crazy fans, and even the DIY tutorial of replicating it also gained high page views. In fact, as early as the beginning of this year, "Dubai chocolate" has quietly become popular around the world, becoming a hot topic for major anchors and network celebrities to compete for "punch" and traffic.
However, it is ironic that for the Chinese living in Dubai, "Dubai chocolate" has become a completely unfamiliar term. They don't even know what kind of chocolate the Internet celebrity snack is, let alone why it's going viral. If you ask them for help, chances are you will get a confused reply, or simply buy the wrong Patchi chocolate, a very popular light luxury brand in Dubai. However, Patchi has temporarily abdicated today, and today's main character is "Dubai Chocolate".
Patchi is the villain of the Arabian chocolate world, but today it is not the protagonist.
So, what is the origin of the "Dubai chocolate" that has become so popular around the world? How did it become so popular? And more importantly, is it really good? Let's find out!
What is the origin of Dubai Chocolate ?
When people in Dubai talk about "Dubai chocolate", they often think of Patchi, the successful Arabic chocolate brand, but in fact, the current popularity of "Dubai chocolate" has a different "coincidence".
The name "Dubai Chocolate" is derived from a brand of chocolate called "Fix Dessert Chocolatier", which is headquartered in Dubai, United Arab Emirates.
Presumably even many people in Dubai have not heard of this chocolate brand, on the one hand, the "Fix "brand is relatively new, established in 2021, has not experienced too long to precipitate. On the other hand, "Fix "is not a commercial brand in its initial positioning, but a small family workshop, in order to save costs, "Fix" is only sold through the Internet, no offline stores.
The founders of "Fix" are this couple, at the beginning of making chocolate is only their part-time, the boss and staff are their own.
Unlike other food brands that tend to find ways to open multiple sales channels to promote their products to a greater extent to the potential market, "Fix" is in the opposite direction, not only the entire network has only one purchase channel, only in the UAE local delivery platform Deliveroo can buy. And also set up a limited time supply of high cold operation, only in the afternoon between 2 to 5 o 'clock every day open sales window, sold out.
The purchase method was noted on the official Instagram account of "fix"
Although the "Fix" is open for sale for three hours every day, according to netizens who have bought it, it is usually sold out within 10 minutes, and you have to fight to buy it. This seemingly "hunger marketing" means, in fact, there are forced reasons behind it. Although sales have climbed and the Fix has expanded from its mom-and-pop roots to a 10-person team, they insist on making them by hand and can only produce about 500 copies a day. Although each chocolate block costs up to AED 70 (about 140 yuan), not cheap in Dubai, but still in short supply.
The Fix offers a variety of flavours, but the most popular, and the source of what is known as "Dubai Chocolate", is its star product, Knafeh pistachio-flavored chocolate. The chocolate, which combines the unique flavor of Kuna, a traditional Arabic dessert, has become a phenomenon.
Among them, Knafeh is a very traditional and popular dessert in the Arab and Mediterranean regions. It features fried finely chopped noodles and rich cheeses, with nuts such as pistachios added. The "Fix" has a unique combination of Kuna method and chocolate to create this divine explosive.
A traditional kunafa,very delicious.
his chocolate brick looks very artistic with orange and green splash ink lines painted with edible coloring on the chocolate-colored exterior. When opened, it is even more impressive, the bright green and chocolate colors of Pistachio jelly form a strong color collision, and the light will give a visual impression of "looking good".
Netizens who have eaten it said that in addition to the rich chocolate taste, the pistachio Kuna method not only brings a light pistachio aroma, but also brings a crisp taste of Kuna Fana and the taste of cheese, which can bring a rich taste level and is unforgettable.
All in all, Kunafa pistachio chocolate, produced by Fix Dessert Chocolatier in Dubai, is the original "Dubai Chocolate", which explains why it is later called "Dubai Chocolate". But the path of global fire that followed it was a little more than that for our Lord.
Dubai Chocolate's path to fame
Arabs love their sweet tooth, and there are plenty of local chocolate brands in Dubai, but why is this little-known "Fix Dessert Chocolatier" so popular? The secret is actually very simple - rely on our Chinese people are familiar with the routine: Internet celebrities with goods!
At the end of 2023, "Fix" found a well-known Internet celebrity in the UAE, Maria Behara (@mariavehera257), to cooperate and shoot a series of videos of tasting "Fix" chocolate, which instantly detonated the whole network. One of the most popular is the Kuna Method pistachio Chocolate feed, which has garnered 77 million views on Tiktok so far, making it the most watched video of Mariah in history! Combined with the influencer effect and mouth-watering desserts, the successful marketing made "Fix" an overnight global hit.
With 1.6 million followers, Maria Behara Tiktok may not seem like much, but in the Middle East, she's a huge Internet celebrity. And she has put the video of eating "fix" chocolate at the top, can be said to be mutually successful.
Since then, hundreds of Internet celebrities or anchors have followed suit and filmed videos of eating "Fix" chocolate, and its content influence has even spilled over to Dubai and the Middle East, and it has gradually gained fans of "Fix" chocolate in countries such as Canada, Argentina and Romania. In short, under the promotion of network celebrity marketing, the "Fix "chocolate has harvested a large wave of traffic dividends, and also opened the product's visibility and sales.
How does the flavor of Dubai Chocolate taste?
The reason why "Dubai chocolate" is hot, in addition to the strong assist of network celebrity marketing, the taste of itself must also be very able to play. In order to test the authentic "Dubai chocolate", a Dubaiist who was reverted to Amway snapped up the "Fix Dessert Chocolatier" chocolate mix for 193 dirhams (386 yuan), which includes all five flavors of the "Fix".
This is the "fix" super explosive, "Dubai chocolate" original. First of all, the color of this is very beautiful, the filling is pistachio and the small fine noodles of the Arabic special dessert Kunafar, it has a rustling and crunchy texture, the taste is very layered, you can eat a lot of the flavor of pistachio, it is a chocolate that will make the eyes shine, the only regret is that it is a little bit sweet.
fix Fudge cereal flavored chocolate
This one has a fudge filling, so it's chewy, and there's a lot of shredded cereal in it, and it's very layered. And this one has the right sweetness, which some people think is even better than Kuna pistachio.
fix Karak Tea flavored chocolate
If you are in Dubai, you may have tasted Karak Tea, which is a famous milk tea in India and Arabia. The base of this chocolate is a small cookie, plus cheese with the flavor of Karak Tea, and elements of saffron. Although quite distinctive, this one is too sweet to recommend.
fix Butter Peanut Butter flavored chocolate
The flavor of this one is very sweet, containing rich butter and peanut butter notes, but it is too sweet and sweet, so it is not recommended to buy this one.
Fix Cheesecake flavored white chocolate
This is the only white chocolate that contains an entire cookie and a fair amount of cheese, but it also suffers from being too sweet. But the Arab colleagues loved it.
All five flavors of "fix"
From the Dubai dark horse to the global explosion, "Dubai chocolate" is surprisingly hot, and there is a lot of luck, but it is a sparse and ordinary "god creation movement" in the era of short videos. I do not know how long it will continue to be hot, but I believe that there will be more brands to follow and participate in it, looking for the opportunity to "be selected" in the carnival of one traffic after another.