The Viral Fix Chocolate: How Dubai Created a Global Dessert Obsession

The Chocolate That Changed Everything

In late 2023, a relatively unknown Dubai-based chocolatier named Sarah Hamouda launched a product that would break the internet. The Fix Dessert Chocolatier's pistachio and kunafa chocolate bar—a crispy wafer filled with pistachio cream and topped with a kunafa nest—became a cultural phenomenon that's still going strong in 2025. What started as a local Dubai treat spiraled into a global obsession with over 120 million TikTok views and lines around the block at every location.

How It All Started

Sarah Hamouda, a pastry chef with dreams of creating something unique, developed the chocolate bar as an experiment. She combined traditional Middle Eastern flavors (kunafa, pistachios) with modern chocolate craftsmanship. The result? A dessert that tasted incredible and looked absolutely Instagram-worthy. The initial batches sold from a small outlet in Dubai, but social media amplified everything. Influencers, celebrities, and everyday users couldn't resist posting the satisfying crunch and creamy filling.

The TikTok Explosion

The turning point came when TikTok creators began filming the chocolate's distinctive crunch and texture. Videos racked up millions of views. What made it irresistible was the ASMR element—the sound of biting into the crispy wafer was oddly hypnotic. By mid-2024, "Fix Chocolate Dubai" was a global search term. Tourists added it to their must-visit lists. International media outlets ran features. The phenomenon had transcended a simple product—it became a lifestyle moment.

The Dark Side: Counterfeits and the Black Market

Success brought unexpected challenges. With global demand skyrocketing and limited supply, counterfeit Fix chocolates flooded the market. Instagram sellers claimed to ship "authentic" Fix bars internationally, but many were knockoffs or expired stock. Reports emerged of fake boxes, incorrect packaging, and substandard replicas sold at inflated prices on Etsy, Amazon, and international marketplaces. The authentic bars, priced around AED 25-30 in Dubai, were being resold for $50+ overseas.

Sarah Hamouda publicly called out counterfeiters and urged customers to buy only from official Fix locations in Dubai or verified authorized retailers. The brand launched an official international shipping option to combat the black market.

Where to buy?

• Dubai locations: The original Mall of the Emirates outlet and expanded branches across Dubai malls

• Abu Dhabi: Now available at select locations

• International: Official Fix Dessert Chocolatier website ships to select countries

• What to avoid: Any seller claiming to ship from outside the UAE with suspiciously low prices

Beyond the Chocolate

The success of Fix inspired a wave of Middle Eastern-inspired gourmet desserts globally. Competitors launched their own versions, but none captured the magic quite like the original. Fix expanded its menu to include different flavors—dark chocolate, white chocolate, and limited editions—keeping the momentum alive.

Why It Resonated

The Fix phenomenon reveals something deeper about modern food culture. Consumers crave experiences that are photogenic, shareable, and authentic. A product that combines heritage flavors with Instagram appeal and exceptional quality taps into that perfectly. For Dubai, Fix became an unlikely ambassador—proof that the city could produce globally viral, homegrown brands.

Fix Dessert Chocolatier remains a must-try for visitors and a guilty pleasure for residents. Whether you're genuinely impressed or just chasing the viral moment, one thing's certain: this small Dubai chocolate bar conquered the world in ways no one predicted.