How It Spread
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Library/Food & drink/Dubai chocolate
Grade B13 sources

Dubai chocolate

Food & drink · 2023 · Viral

66

A TikTok of a Dubai-only pistachio chocolate bar drew over 120 million views.

Original · Maria Vehera (@mariavehera257)
@fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own…
@mariavehera257 on TikTok
A Dubai chocolate bar cut through to show the pistachio and kataifi filling
WiseWoman / CC BY 4.0 / Wikimedia Commons
corean chocolate on a plate
Ionenlaser / CC BY 4.0 / Wikimedia Commons
Dubai chocolate broken open on a plate
Ionenlaser / CC BY 4.0 / Wikimedia Commons
Dubai chocolate
Samizambak / CC BY-SA 4.0 / Wikimedia Commons
The story behind the viral chocolate bar all over your TikTok feed | CNN
CNN
German courts split on 'Dubai chocolate' that is not from Dubai
dpa (via Yahoo News)
Why everyone is selling Dubai chocolate bars
CNBC (via NBC Bay Area)
Found only in UAE, this viral pistachio kunafa chocolate is the talk of the town
Khaleej Times
Customers line-up in front of a branch of chocolate producer Lindt before the sale of 100 Dubai Chocolate bars starts in Stuttgart, Germany. AFP
The National
TikTok trend for 'Dubai chocolate' sparks pistachio shortage
The Standard (Hong Kong), citing the Financial Times
The viral Dubai chocolate is coming to Trader Joe’s
Time Out
You Will Soon Be Able To Buy This Highly Sought After Chocolate At Trader Joe's - The Takeout
The Takeout
Fix's arrival at Harrods marks another milestone for the UAE brand. Getty
The National

Spread Score

How it works
Reach69Contagion75Breadth80Velocity7Longevity9066

Numbers

Views
120M
TikTok
Seed to peak
16 months
Dec 18 ’23 to Apr 22 ’25
Platforms
5
Started on TikTok
Origin
Organic
Food & beverage

Mechanics

  • Dupe economyPrimary
  • Unscripted proof
  • Scarcity drop
  • Sell-out loop
  • Platform jump
  • Controversy

How it spread

Fix Dessert Chocolatier sold its pistachio bar only in Dubai. Maria Vehera's Dec. 18, 2023 TikTok of it had 56 million views by June 2024, and copies spread from Lindt in Germany to Trader Joe's. Interest peaked in April 2025 amid a pistachio shortage.

Search attentionDec ’23AprAugDecAprAugDecPeakTikTokPressInstagramRetailOpen web
TikTokPressInstagramRetailOpen web

Timeline (11)

  1. Dec 18 ’23

    Seed

    Maria Vehera (@mariavehera257) on TikTok

    Maria Vehera posted an ASMR TikTok eating Fix bars in her car, including 'Can't Get Knafeh of It'.[1][2][3]

    Open the first post
    Found only in UAE, this viral pistachio kunafa chocolate is the talk of the town

  2. Jun 18 ’24

    Press

    CNN on Press

    CNN reported the seed video had passed 56 million views and Fix's daily orders had risen from single digits to 500.[3]

    56M views on the seed video

    The story behind the viral chocolate bar all over your TikTok feed | CNN

  3. Jul 9 ’24

    Platform jump

    Table For One (Rafeez Ahmed) on Instagram

    Dubai creator Table For One posted an at-home recreation on Instagram that drew over 7 million views.[2]

    7M Instagram views

Origin
Organic
Sector
Food & beverage
Region
AE
Reach
120M
Evidence
Grade B

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Search attentionDec ’23AprAugDecAprAugDecPeakTikTokPressInstagramRetailOpen web
TikTokPressInstagramRetailOpen web

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