The Dubai Chocolate Craze: Who Started It and Why Is It So Expensive?

If you’ve been anywhere near foodie TikTok or Instagram lately, you’ve probably seen those sleek, gold-accented chocolate bars hailing from Dubai. They come with exotic flavors, lavish packaging, and, most notably, a hefty price tag—often five times more than a standard pistachio chocolate bar. This phenomenon has sparked countless debates, and a recent Reddit thread titled Who started this Dubai chocolate crap and why are they 5x the price of regular pistachio chocolate? has taken the conversation to new levels of curiosity and skepticism.

So, what’s the deal? Why is Dubai chocolate commanding such high prices, and who really started this viral trend? Let’s dive deep into the origins, marketing strategies, and cost justifications of these premium chocolate bars.

Origins: The Rise of Luxury Chocolates from Dubai

While luxury chocolates aren’t a new concept, Dubai’s entry into this market is a fascinating story of branding, exclusivity, and social media influence. Dubai, a city synonymous with opulence, has been positioning itself as a luxury hub for decades. From the world's tallest buildings to gold-dispensing ATMs, Dubai has built a reputation for offering the most extravagant experiences—and chocolate is no exception.

Several gourmet chocolatiers and confectionery brands in Dubai have tapped into this luxury image, blending Middle Eastern flavors with premium Belgian or Swiss chocolate. Companies like Mirzam Chocolate, Vivel Patisserie, and boutique chocolatiers have been crafting high-end confections infused with regional ingredients such as saffron, pistachios, dates, and rose water.

But the real turning point came when influencers, celebrities, and social media marketers turned these chocolates into a status symbol. Viral videos showcased the unboxing experience, the satisfying snap of the chocolate, and the indulgent textures, creating an insatiable demand.

Why Are These Chocolates So Expensive?

Here’s where the controversy lies. Many Reddit users argue that these Dubai chocolates are overpriced and that the cost isn’t justified. But let’s break down what contributes to the price:

1. High-Quality Ingredients

Unlike mass-produced chocolates that use artificial flavorings and lower-grade cocoa, many Dubai-based chocolatiers claim to use top-tier ingredients. The pistachios, for example, are often sourced from Iran or Turkey, known for some of the best pistachios in the world. The chocolate itself is frequently made with single-origin cocoa beans from Ghana, Ecuador, or Madagascar.

Some bars even incorporate gold flakes or real saffron—two of the most expensive ingredients globally. These rare inclusions elevate the product into a luxury category, justifying a higher price point.

2. Handcrafted Production

Many of these chocolates are not mass-produced but crafted in small batches. Artisanal techniques, including hand-tempering and customized molding, add to the cost. In contrast, regular pistachio chocolate bars from commercial brands are often machine-made in massive quantities, bringing down production costs significantly.

3. Import and Export Duties

Dubai imports some of the best cacao, nuts, and dairy for its chocolate, meaning tariffs and shipping fees are factored into the price. Additionally, if you’re buying these chocolates outside of Dubai, the importation costs increase further, especially when dealing with luxury-brand markups and taxes.

4. Premium Packaging

Let’s be honest—the packaging alone screams luxury. Most Dubai chocolates come in elegantly designed boxes with gold foil, embossed logos, and intricate patterns. This isn’t just about aesthetics; premium packaging ensures freshness and enhances the perception of exclusivity. Regular chocolate brands don’t invest nearly as much in their presentation.

5. Social Media Hype and Influencer Marketing

No modern luxury trend is complete without the power of social media. Dubai’s viral chocolate bars became a sensation because of influencer marketing. High-profile influencers and food bloggers showcased these chocolates in aesthetically pleasing videos, making them a must-have item.

Unlike traditional chocolates that rely on supermarket placement, Dubai chocolates leverage Instagram reels, TikTok unboxing videos, and high-end branding to drive demand. This perception of exclusivity fuels the high price tag—if people are willing to pay for it, why lower the price?

6. The Psychological Effect of Luxury Pricing

There’s also the psychological aspect of pricing at play. In the luxury market, a higher price often increases desirability. People assume that an expensive product must be superior in quality. Dubai’s branding as a luxury capital makes it easier to position a chocolate bar as a premium indulgence rather than a simple sweet treat.

Are They Worth the Price?

This question is entirely subjective. If you value high-quality ingredients, unique flavor profiles, and an Instagram-worthy experience, then yes—these chocolates might be worth it for you. However, if you’re purely looking for great-tasting pistachio chocolate at a reasonable price, you can find excellent alternatives from European brands like Lindt, Godiva, or Valrhona.

For some, the Dubai chocolate craze is nothing more than a glorified marketing gimmick. For others, it’s a luxurious treat that offers an indulgence beyond the ordinary. Either way, one thing is clear—these chocolates have carved out a niche in the market, and as long as people keep buying them, their premium price tags aren’t going anywhere.

Final Thoughts

So, who started this Dubai chocolate trend? It’s a mix of luxury chocolatiers, social media influencers, and clever marketing strategies that turned a high-end confection into a viral phenomenon. And why are they five times the price of regular pistachio chocolate? Because of the ingredients, craftsmanship, packaging, branding, and the psychology of luxury pricing.

Whether you view it as a scam or a well-deserved luxury, Dubai’s viral chocolates have certainly made their mark in the world of gourmet treats. The next time you see one on your feed, you’ll know exactly what makes it so special—and so expensive!