Dubai’s Viral Chocolate Craze: A Sweet Reason to Travel
We’ve all witnessed the phenomenon by now: that perfect pull of Dubai chocolate, gradually unveiling the delectable green pistachio cream nestled amongst shreds of kunafa. And no, we’re not growing tired of it. In fact, the world seems just as enamored. But don’t just take our (admittedly biased) word for it; let’s turn to travel experts at Expedia for some insights.
The viral Dubai chocolate bar has been making waves on social media, captivating the taste buds and imaginations of food lovers around the globe. So much so, that many adventurers are planning their entire vacations around this tantalizing treat. According to Expedia’s 2025 travel trends report, the allure of Instagram reels and TikToks showcasing the decadent chocolate has propelled Dubai to the forefront as a must-visit destination, particularly for its renowned chocolate—among many other incredible experiences the city has to offer.
This annual report is compiled by the online travel agency after sifting through travel data and conducting surveys with 25,000 participants from around the world, including residents of the UAE. The findings reveal that viral videos and unique products are increasingly inspiring holiday plans, with travelers seeking specialty items that are ideal for sharing on social media—such as the Dubai chocolate, Korean beauty products, and Costa Rican coffee—all spurring people to book trips abroad.
Who is Traveling to Experience the Dubai Chocolate?
Expedia has dubbed this trend as a “goods getaway,” and it significantly influences the travel plans of those residing in the UAE. A remarkable 78% of holidaymakers are selecting their next vacation based on items that they cannot find locally. The pistachio kunafa chocolate has ranked impressively high, coming in second place behind Japanese candy in the annual survey. A notable 17% of global travelers expressed their willingness to visit Dubai solely for the chocolate experience.
A Breakdown of Global Travelers Eager to Taste Dubai Chocolate (Based on 25,000 Surveys)
- UAE (33 percent)
- Mexico (31 percent)
- Korea (28 percent)
- Singapore (20 percent)
- Japan, Sweden, and Hong Kong (18 percent)
- New Zealand, Canada, and Germany (17 percent)
- France and USA (15 percent)
- Norway and Australia (13 percent)
- Denmark (11 percent)
- UK (8 percent)
However, if you’re planning a special trip to Dubai just for the original FIX chocolate, be prepared for a bit of a challenge. The kunafa chocolate and other flavors from this beloved brand are available for purchase twice daily on Deliveroo at 2 PM and 5 PM—a process that often results in sellouts within mere minutes. Don’t fret though; the city is brimming with delightful alternatives and variations if you miss out on the original treat.
Even Sheikh Hamdan bin Mohammed Al Maktoum has joined the trend, sharing his love for the viral FIX Chocolate bars on his Instagram stories (Credit: @faz3 on Instagram).
Additionally, other prominent travel trends have emerged, with inspiration drawn from popular television shows. Series like “Emily in Paris,” “Shogun,” and even “The Real Housewives of Dubai” have sparked waves of wanderlust among viewers. Approximately three-quarters of travelers from the UAE admit that movies, streaming platforms, and television shows heavily influence their travel decisions. So next time you’re binge-watching your favorite series, remember—you’re potentially scouting your next big adventure abroad.
Moreover, travelers globally are also keen to book holidays that coincide with naturally occurring phenomena. While many people are drawn to northern Europe in hopes of witnessing the Northern Lights, the UAE stands out with a unique interest in cherry blossom season. An impressive 45% of respondents expressed a desire to catch a glimpse of sakura in Korea and Japan.
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