From Dubai to TikTok Fame: The Rise of the Viral Kunafa Chocolate Bar

In early August 2024, TikTok feeds were suddenly flooded with videos of a thick, brick-like chocolate bar oozing a vibrant green pistachio filling. People cracked it open, took crunchy yet gooey bites, and raved about its unique texture and flavor. This was the "Can’t Get Knafeh of It" chocolate bar from Dubai-based Fix Dessert Chocolatier, and it quickly became one of the most talked-about food trends on social media.

The bar’s popularity exploded thanks to TikTok’s algorithm, which latched onto its mesmerizing visuals—creamy pistachio-tahini filling encased in splatter-painted milk chocolate, with crispy knafeh bits adding a satisfying crunch. Food influencers, travelers, and even celebrities shared their reactions, turning it into a must-try luxury treat. Soon, hashtags like #DubaiChocolate and #KnafehBar racked up millions of views, with users debating whether it lived up to the hype.

Why Is Everyone Obsessed?

1. A Middle Eastern Dessert Reinvented

The bar is inspired by knafeh, a traditional Middle Eastern pastry made with shredded phyllo dough, sweet syrup, and cheese or pistachio filling. Fix’s version reimagines it as a chocolate bar, combining crispy knafeh bits, pistachio paste, and tahini inside a thick milk chocolate shell. The result? A perfect balance of crunchy, creamy, and sweet—unlike anything else on the market.

2. The "Freakin’ Incredible ‘Xperience" (FIX) Factor

Fix Dessert Chocolatier marketed the bar as a luxury indulgence, with each one costing around $18.50 (68.25 AED). Its exclusivity—only available in Dubai via Deliveroo at specific times—added to the frenzy. When demand skyrocketed to 100 orders per minute, resellers began listing it for up to $50+ on eBay, further fueling its cult status.

3. TikTok’s Role in the Hype

TikTok’s short, addictive clips amplified the bar’s appeal:

• ASMR Crunch: The sound of biting into the crispy filling went viral.
• Aesthetic Appeal: The bright green pistachio center against the chocolate made for eye-catching content.
• Celebrity Endorsements: Even TODAY show anchors like Al Roker and Sheinelle Jones raved about it on-air, calling it "delicious" and "worth the money."

Copycats, DIYs, and the Future of the Trend

With Fix’s bars still mostly exclusive to Dubai, even Malaysian chocolatiers and home bakers started creating dupes. TikTok tutorials on homemade versions gained traction, though none could fully replicate the original’s quality.

Fix’s founder, Sarah Hamouda, has hinted at global expansion, but for now, the bar remains a Dubai treasure—keeping the hype alive. Whether it’s the taste, the exclusivity, or just TikTok’s FOMO effect, one thing’s clear: the kunafa chocolate craze isn’t slowing down anytime soon.

Would you splurge on this viral treat? Or try making it at home? Let us know in the comments!