‘Dubai Chocolate’ becomes global soft power symbol, says Time magazine
- Last updated: October 29, 2025 | 22:36
Time magazine has reported that “Dubai Chocolate” has emerged as one of the most remarkable success stories in the realm of Emirati soft power, transforming in a short period into a global phenomenon sought after by confectionery lovers around the world.
While children in the United States prepare for Halloween with pockets full of candy, the magazine noted that this year’s spotlight is on the “Dubai-inspired chocolate” launched by the Ghirardelli brand, which sold out within hours. Weeks later, Lindt released its own version, confirming—according to Time—that Dubai Chocolate has become a truly global product.
From a Local Idea to a Global Phenomenon
The magazine explained that the story began in 2021 when entrepreneur Sarah Hammouda, a British woman of Egyptian origin residing in Dubai, launched her innovative concept through her company, Vicks Dessert Chocolate, in collaboration with Filipino chef Noel Katis. The result was a luxurious chocolate filled with crispy, pistachio-flavoured kunafa—blending authentic Eastern character with modern global taste.
According to Time, the treat spread rapidly after being discovered by TikTok influencers in late 2023. Videos showcasing its distinctive crunch went viral, turning Dubai Chocolate into a highly sought-after product in markets from Berlin to New York and Tokyo.
A New Symbol of Emirati Soft Power
Time described the rise of Dubai Chocolate as a refined example of Emirati soft power, having built a positive global image of the UAE through a simple product that people genuinely love. The report noted that food is one of the most authentic forms of cultural expression—it does not rely on massive promotional campaigns but rather on the genuine pleasure of taste.
The magazine compared this success to that of other nations that achieved global recognition through their cuisine—Japan with sushi and ramen, and South Korea with kimchi and Korean dishes. It added that the UAE is now following a similar path thanks to Dubai Chocolate.
A Taste of Authenticity and Innovation
According to Time, what distinguishes Dubai Chocolate is its bold presentation of traditional Arabic ingredients—such as kunafa and pistachios—within a globally appealing framework. This reflects growing cultural confidence in Emirati identity. Rather than imitating Western styles, it offers something from the East in a modern way that appeals to all palates.
The magazine stated that this success gives the UAE a new dimension as a platform for cultural and culinary creativity—not only as a tourist or commercial hub. When someone tastes Dubai Chocolate in Europe or America, they experience a delightful encounter that associates Dubai with innovation and openness.
An Impact Beyond Taste
Time concluded that the global success of this small treat offers an important lesson in nation branding: soft power cannot be bought—it must be earned through products and cultures that people genuinely appreciate.
The report added that Dubai Chocolate has succeeded in becoming an ambassador for a confident Emirati culture, proving that local creativity can become a global phenomenon—and that this time, the taste of success is that of pistachios and kunafa.