By Emily Beggerow

Social media has emerged as one of our most powerful influences. The new concept of microtrends has recently gained popularity and normalizes overconsumption. Similar to the idea of “Keeping up with Joneses,” people are mindlessly buying products solely for logo recognition. Microtrends often have a short lifespan, lasting about two-three months before being taken over by the next big thing.  

People are captivated with all things luxurious and want to experience them, even briefly. Dubai is among the wealthiest cities in the world, and now everyone is trying to experience it through the trending Dubai chocolate bar. What is so special about this chocolate bar? It appears to be your typical chocolate bar, but as you break into the center, you are met with a pistachio creme mixed with katifi (shredded phyllo dough) for an unexpected crunch. The popularity of the bar did not just originate from the taste, but it’s also the immersive and foreign experience the bar offers that draws people in. While an all-American Hershey Milk Chocolate Bar might cost around $1.50, a pricier Dubai chocolate bar provides the luxury aspect of Dubai to the consumer. 

Pistachios are a delicacy in the Middle East, and Iranian food writer Gilava Pour claims, “they’re the heartbeat of Middle Eastern cuisine.” The emphasis to pack the bar with premium ingredients jacks up the price and makes the bar an infrequent treat for many. Culinary producer Rachel Pulmutter has taken it upon herself to recreate a homemade version of the bar. After stumbling across the trend, she reflected, “I couldn’t stop thinking about it.” Many others have been inspired to produce the same experience of the luxury bar at a fraction of the price. 

Dubai chocolate bar. Photo credit: Marco Verch.

I had to see for myself what the bar truly entailed. I bought the Dubai chocolate Lindt bar from my local Target for $14.99 and did a taste test. To my surprise, the bar exceeded no one’s expectations. I collected a wide variety of opinions across my Collegiate community. Upper School English teacher Richard Milby tried a square, and he reported, “That’s an 8.5 out of 10.” Most of the reviewers thought the bar was somewhat mediocre. Taylor Mosby (‘26) appeared unimpressed after taking a bite: “This is nothing special, it tastes like a crunch bar.” It seems the chocolate bar has been overhyped and skews common expectations. Anne Lewis (‘27) seemed let down and stated, “I thought it would be better.”

There was, however, an array of differing reviews. The abnormality of the pistachio filling was appreciated by Sophia Fulco (‘27): “I like the multiple layers.” While many chocolates pride themselves for being smooth and creamy, the Dubai chocolate bar has a rich and grainy consistency. The bar has proven to be a texture sensation, and those who are willing to lose their security blanket will either love or hate it. Star member of the women’s cross country team Rosie Ferrell (‘27) said, “I like the crunchy texture.” Overall, no one ranked it off the charts, but many thought it was a solid treat: According to University of Mary Washington baseball commit Michael Chambers (‘26), the bar was “pretty good, it’s like two layers of chocolate. I would give it an 8/10.” 

Since the bar has gained hype, several spinoffs have emerged. Shake Shack has announced a Dubai chocolate pistachio shake launching nationwide. Wofford College lacrosse commit Elle Garnett (‘26) gave the limited edition shake a try. For starters, Garnett stated that the presentation was, “outstanding and a 10/10.” She prefaced that she did not like regular Dubai chocolate, yet she still felt urged to try the viral milkshake. After taking her first sip, Garnett reflected that it, “literally tastes like cereal, and you can’t taste the chocolate.” Her negative rating is understandable, seeing as she went into this taste test with a poor opinion of the flavor already. This milkshake is not changing any lives out there, but Garnett was impressed by the dark chocolate crackable shell.

Additionally, a spinoff of the famous London’s viral strawberries has emerged: Dubai chocolate strawberries. It is exactly what it sounds like: a cup of strawberries coated in milk chocolate and topped with the pistachio creme and a katifi mixture. Tiktok food influencer Eatwitzo provided a simple step-by-step recipe on the trending strawberries and claimed, “Trust me they’re as good as they look. Believe all the hype.” Those who like the nutty chocolate flavors have taken this trend and run with it.

After trying the chocolate bar myself, I would recommend it. While it was not my favorite piece of chocolate I have ever tasted, I enjoyed a flavor combination that I would have never predicted. It is not a chocolate bar I would reach for every time I find myself at a gas station, but I recommend the experience of trying the something new and foreign.