Where have you been if this chocolatey frenzy hasn’t overtaken your For You Page? Dubai Chocolate, the newest sugary fad on the internet, is “nut” your typical chocolate bar. Imagine a luscious chocolate shell painted like a work of modern art, a crispy golden knafeh and gooey pistachio cream. This viral phenomenon is so sensational that it did more than just break the internet.

Known cheekily as “Can’t Get Knafeh of It,” the now-iconic bar combines gastronomic inventiveness with Middle Eastern nostalgia. Layers of crunchy knafeh — the syrupy filo treat we adore — come first, followed by a flood of creamy pistachio and tahini, all encased in rich chocolate. This author might simply refer to it as the next generation of Snickers.

Craving-turned-craze

The story starts in 2021 with Sarah Hamouda, a British-Egyptian engineer who became a chocolatier when her pregnancy craving became a passion project. Chef Nouel Omamalin, a Filipino culinary consultant in Dubai, helped Hamouda in trying out different contents, flavors and textures. They worked together to create many versions until settling on the now-famous bar in early 2023.

However, it wasn’t a hit right away. That is, until Hamouda sent influencers a few bars. Then, TikToker Maria Vehera popped up, and her reaction video of herself eating the chocolate from her car went viral. We’re talking about 127 million. Over 30,000 orders were placed in a matter of days, and this once-uncommon dessert quickly became the talk of Instagram, TikTok, and the world of gastronomy.

Pinoy twist

While Hamouda’s vision propelled the chocolate to prominence, Chef Nouel Omamalin contributed much of its flavor DNA, bringing not only technical expertise but also his Filipino ancestry to the bar. Omamalin, originally from Dipolog City, studied at L’Ecole Valrhona in Paris and worked his way up the world culinary scene before establishing his consultancy business in Dubai.

Though he left the company before the product was formally launched, his unique touch — a deep awareness of textures, sweetness balance, and taste play — is still present in every mouthful. 

In an interview with Arab News, he said, “Living in Dubai gave me the platform to play around with ingredients and interact with different cultures.” 

Now the knafeh king has returned home. For the first time, Chef Nouel is bringing his viral magic to the Philippines, collaborating with Amado Forés of AF Hospitality. This cross-cultural dessert collaboration will run from 11 April to 11 June, at three beloved restaurants: a mano, Ramen Ron and Steak & Frice.