‘Once you consume it, there’s no turning back’: How the viral Dubai chocolate has taken Albuquerque by storm

A Dubai-inspired treat is spreading through Albuquerque’s dessert scene like wildfire and many local businesses are embracing the creamy, crunchy, chocolatey craze.

The Middle Eastern creation dubbed “Dubai chocolate” features crispy kataifi shredded filo dough, tahini paste and pistachio cream encased in chocolate.

The treat is at the center of a trend launched by TikTok influencer Maria Vehera with a viral video featuring bars from Dubai-based Fix Dessert Chocolatier in December 2023. The video, which has received more than 121 million views and 6.7 million likes, ignited a global sensation that landed in Albuquerque last year.

“I think people saw something they weren’t used to seeing, they were intrigued, and when you try something, I think word of mouth is authentic. You can’t lie about it,” said Munji Kahalah, owner of the local international snack store Monaco Market. “It’s very unique. You cannot find anything similar.”

‘50 calls every day’

Calvin Khalil, manager of Sahara Middle Eastern Eatery, first saw the trend gaining popularity in Albuquerque during the summer of 2024, after returning from a Dubai experience of his own.

“Me and my family took a little trip to Dubai back in June of last year, and that’s actually the first time where we tried it out,” said Khalil. “We just fell in love with it. We were like, ‘Wow, we should bring this back to New Mexico.’ ”

The business started making and selling Dubai-inspired chocolate bars in July. The business sold the first batch “within minutes” and started receiving phone calls about the chocolate bars “left and right,” Khalil said.

About eight months later, interest in the chocolate bars is still going strong.

Local Middle Eastern markets are feeling the impact as well, as people are also buying the ingredients to make the treat themselves.

Hiad Jamaleddin, manager of Casa Blanca Market, and Amjad Kahla, manager of Alquds Mediterranean Grill & Grocery, both said they have had to start ordering their kataifi, pistachio cream and tahini products in bulk to keep up with the demand. The products are still flying off the shelves, they said.

While the pairing of chocolate, pistachio and Middle Eastern ingredients went viral, “Dubai chocolate” can refer to any chocolate bar with a flavored kataifi and tahini filling. The pistachio flavor can be substituted, though it is the most common and popular filling.

Jamaleddin said Casa Blanca receives about “50 calls every day” asking if they have the products in stock. Both managers said wait times have also increased for shipments of these products.

In addition to retailing products, Casa Blanca also wholesales some of the products to local restaurants, including Sahara Middle Eastern Eatery.

“The demand for it is very, very high,” Khalil said. “Honestly unlike anything I’ve seen before.”

Khalil compared the rise to that of boba drinks over the years.

Khalil said Sahara has hired three full-time employees specifically to make the viral chocolate bars, making about 500 a day. The chocolate bars are so popular that Sahara is now selling them in two vending machines and a kiosk placed in Cottonwood Mall, Coronado Center and Santa Fe Place Mall.

“We have so many people ask, ‘Why is it so popular? What’s the huge craze about it for?’ To be honest, it just tastes really good,” Khalil said, adding, “I feel like people also want to support local businesses.”

Many other local businesses have integrated Dubai chocolate into their offerings, with some putting their own spin on it.

At The Paleta Bar, Dubai-inspired treats include frozen chocolate and pistachio paleta bars with pistachio crumbles and a cup full of strawberries, dark or milk chocolate, finished with pistachio cream and crumbles.

Monaco Market sells Dubai chocolate bars but offers different variations, including the original pistachio version, cookies and cream, red velvet and s’mores flavors. The market announces each new variation in “drops” on social media, Kahalah said.

Kahalah said keeping an inventory has been tough due to both the high demand and ongoing tariff activity under the Trump administration.

Selling out of the bars is the reason Pop Pops Italian Ice had to discontinue a pistachio ice cream option with pieces of the Dubai chocolate bar in it. Now, they just sell the bars.

All of the business owners and managers the Journal spoke with said the trend has elicited an increase in foot traffic and sales over the past few months, bringing in customers of all ages.

Sweet opportunity

Dave Friedlander, a 59-year-old who has patronized Alquds for several years, told the Journal, “Tread lightly with the Dubai chocolate because once you consume it, there’s no turning back.”

One downside of the treat, some market and mall shoppers noted, is the price. A large bar from Sahara costs $20. Khalil said the price is largely a result of the expensive nature of the ingredients and the labor to make the bars. The business also creates a medium-sized bar for $12 and a smaller bar for $8.50.

Cottonwood Mall shoppers Jaeden Trujillo and Sebastian Jiron said the size and amount of filling make the bars worth the hefty price.

“Every time we get them, we get like three or four,” Jiron said.

When asked if they thought the trend would last or fade soon, business managers, owners and shoppers shared mixed thoughts. Some felt that the trend would wear off, while others said the trend still has more to give, through new variations and products.

“I think it’ll fade away by the summertime,” Kahla said.

Pop Pop’s co-owner Dominic Maestas added, “Probably the rest of the year, I can see it being a trend.”

For as long as the trend lasts, business owners and shoppers alike said they hope it encourages people to continue trying new, international foods and supporting local businesses.

“I think it’s a great start for people to dabble in other people’s cultures by trying their food,” Kahalah said. “My hopes and goal is to … help break down barriers for trying new things. I think that’s the first step to people kind of collaborating and understanding each other — because of food.”

Growth is the path forward for Sahara. Khalil said the business plans to add a Dubai chocolate machine at Green Jeans Food Hall in the next few weeks. He is also in talks with other malls inside and outside of the state, as well as local businesses about partnering to release new products.

“We never would have guessed it would have led to creating business deals, partnerships and expansion to this level,” Khalil said. “All trends do die out; I don’t think it’s going to be like this forever, but in my opinion, if it tastes good now, why wouldn’t it taste good a couple years from now?”