The Dubai Chocolate craze has officially landed in Europe, leaving shoppers in Germany eager to grab the viral treat. Fans braved rain, equipped with camping stools, to line up outside Lindt stores in Aachen and Stuttgart for a taste of the chocolate, which features kuna fa and pistachio cream wrapped in milk chocolate.
Shoppers were treated to sample squares before being allowed inside the store, where they could buy just one numbered bar each, adding to the exclusivity. “It’s a social media trend,” said Zi Cheng Lai, a Malaysian student in Aachen. “We want to try it and be part of the hype.”
Dubai Chocolate’s Journey from UAE to Global Fame
Originally launched in 2021 by UAE start-up FIX Dessert Chocolatier, Dubai Chocolate gained international fame thanks to viral TikTok and Instagram promotions, with one TikTok video amassing over 69 million views. Lindt, the nearly 180-year-old Swiss chocolatier, has brought the treat to Europe to show its willingness to innovate.
What Makes Dubai Chocolate Special?
With a price tag of €14.99 ($15.85) per bar, the chocolate fuses Middle Eastern flavors with traditional Swiss techniques. Customers in Aachen, like student Esko Rieck, who waited over three hours, were thrilled to experience the limited-edition launch. “It’s juicy inside but also crunchy—like angel hair strands,” Rieck said.
Global Expansion Ahead?
While Lindt is releasing limited batches of the viral chocolate in Germany and Switzerland, the brand remains tight-lipped about plans for other markets. Meanwhile, Swiss chocolate association ChocoSuisse hopes this Middle Eastern twist will boost global appreciation for chocolate, particularly in markets like Asia and the Middle East.
