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Library/Food & drink/Dubai chocolate
Grade B15 sourcesHIS-00136

Dubai chocolate

Food & drink · 2023 · Viral

66Editable slideCertificate

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 on the viral TikTok, per The Standard (video not named)
120M
As of Apr 22, 2025 · TikTok · The Standard (Hong Kong), citing the Financial Times
Peak date
Week of Apr 22, 2025
Dec 18 ’23 to Week of Apr 22, 2025
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

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Wikipedia views · Google searchesNov ’23Feb ’24MayJulSepNovFeb ’25AprMayJulOctPeakTikTokPressInstagramOpen webRetail
TikTokPressInstagramOpen webRetail

9 more events on this chart

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Timeline (12)

  1. December 2023

    Maria Vehera (@mariavehera257) seed · Dec 18 ’23

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

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

  2. June 2024

    CNN press · Jun 18 ’24

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

    The story behind the viral chocolate bar all over your TikTok feed | CNN
    56M views on the seed video

  3. July 2024

    Table For One (Rafeez Ahmed) platform jump · Jul 2024

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

    7M Instagram views
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 11 events, 14 sources · Score 66
Origin
Organic
Sector
Food & beverage
Region
AE
Views on the viral TikTok, per The Standard (video not named)
120M
As of Apr 22, 2025 · TikTok · The Standard (Hong Kong), citing the Financial Times
Evidence
Grade B

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How the next thing spread, the week it does.

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Wikipedia views · Google searchesNov ’23Feb ’24MayJulSepNovFeb ’25AprMayJulOctPeakTikTokPressInstagramOpen webRetail
TikTokPressInstagramOpen webRetail

9 more events on this chart

Join free to see them

  1. December 2023

    Maria Vehera (@mariavehera257) seed · Dec 18 ’23

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

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

  2. June 2024

    CNN press · Jun 18 ’24

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

    The story behind the viral chocolate bar all over your TikTok feed | CNN
    56M views on the seed video

  3. July 2024

    Table For One (Rafeez Ahmed) platform jump · Jul 2024

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

    7M Instagram views

  1. owner response · Sep 16 ’24

  2. press · Sep 30 ’24

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