Dubai’s Fix Chocolate becomes a global sensation, boosting tourism

Fix Dessert Chocolatier, founded by British-Egyptian entrepreneur Sarah Hamouda, introduced its original “Can’t Get Knafeh Of It” bar in 2021. The indulgent treat features milk chocolate filled with pistachio cream, tahini, and crispy knafeh pastry. Initially a local favourite, the bar's popularity skyrocketed in 2024 after a viral TikTok video by influencer Maria Vehera, which amassed over 93 million views.

Scarcity Drives Tourism Demand

The chocolate’s exclusivity—available only in limited quantities via Deliveroo at 2 pm and 5 pm daily—has heightened its allure, with stock selling out within minutes. This scarcity has fueled a wave of “chocolate tourism,” drawing travellers from as far as Mexico, South Korea, Singapore, Japan, and Sweden to Dubai just to buy the coveted bars. A recent Expedia survey revealed that 17% of respondents would travel to Dubai for the chocolate alone.

The economic ripple effect is substantial. VisaNet data published by The National shows a marked increase in tourist spending in the UAE, partly driven by the Fix Chocolate phenomenon. The brand has also enhanced Dubai’s global image, blending tradition with modern flair. As Dr. Yasar Jarrar noted, "Dubai chocolate is elevating the UAE's brand, one bite at a time."

Global Imitators Emerge

The success of Fix Chocolate has inspired international copies. U.S. retailer Trader Joe’s, for example, released a $3.99 “Dubai-Style Chocolate Bar” made with dark chocolate, pistachio cream, and kataifi pastry. These knockoffs have seen rapid sell-outs and resale prices spiking online.

Still, Fix Dessert Chocolatier retains its singular appeal by offering an authentic taste of Dubai—a mix of local ingredients and modern creativity. As Hamouda shared with Vogue Arabia, the concept was born from “a deeply personal moment—a pregnancy craving,” with the goal of crafting “an experience so unique that each bite would evoke a special memory.”

In the end, the rise of Fix Chocolate underscores Dubai’s ascent as a global tastemaker. What started as a niche dessert has become a cultural icon—symbolizing the emirate’s soft power, creative energy, and international appeal.