When people around the world think of Dubai, they often picture skyscrapers piercing the clouds, luxury hotels and world-class shopping. But in an unexpected twist, a new symbol of the city’s global appeal is emerging: Dubai chocolate.
From viral TikTok trends to bustling Christmas markets in Europe, and now in Costco stores across the US, where customers are reportedly rushing to get their hands on Bouchard Dubai Chocolates, this confectionery phenomenon is turning heads far beyond its home city.
Yet, this isn’t just about chocolate – it’s about how Dubai continually reinvents itself, using culture, innovation and soft power to shape its global reputation.
Soft power, a concept popularised by Joseph Nye from Harvard University, refers to a nation's ability to influence others through attraction rather than coercion. Countries have long used food, fashion, cinema and music as cultural exports to build their brands – think of Hollywood’s dominance in shaping America’s image, French cuisine as a mark of sophistication or K-pop turning South Korea into a cultural powerhouse.
Unlike traditional confectionery brands that rely solely on heritage, Dubai chocolate is rewriting the rules. By infusing Middle Eastern flavours like kunafa and pistachio into luxury chocolates, it offers a distinct identity that fuses tradition with modern craftsmanship. It’s more than a treat; it’s an experience – a taste of Dubai’s innovation, diversity and ambition.
Dubai consistently ranks among the world’s top cities for brand reputation. According to the Brand Finance City Index, Dubai holds the number-one spot for reputation among the world's top 100 cities, surpassing global heavyweights like London and New York. Today, a part of this strategy is culinary innovation. Dubai also has a long history of using premium goods to build its brand. It has been a global hub for gold and jewellery, with its Gold Souq and tax-free luxury shopping drawing millions of high-net-worth tourists.
The city has also rapidly established itself as a Michelin-starred food capital, attracting some of the world’s best chefs and redefining Middle Eastern gastronomy on the global stage. The success of Dubai chocolate is a natural extension of this reputation, proving that the city can turn anything into a global luxury experience.
Unlike traditional confectionery brands that rely solely on heritage, Dubai chocolate is rewriting the rules
A recent example of Dubai chocolate’s growing allure is its viral success at Costco in early 2025. Reports reveal that customers are not just buying these chocolates – they’re making special trips to Costco to stock up. This isn’t just about flavour; it’s about perceived luxury and exclusivity.
The rise of Dubai chocolate is part of a broader pattern seen in global food-branding success stories. Peruvian cuisine transformed the South American nation into a top culinary destination by blending indigenous ingredients with modern techniques. Japan’s matcha tea went from a local tradition to a global lifestyle trend, thanks to smart branding and premium positioning. Swiss chocolate leveraged precision, quality and heritage to become the world’s gold standard for confectionery. Much like how Belgian waffles, Swiss chocolate or French macarons became synonymous with their respective countries, Dubai chocolate has the potential to do the same for the UAE – a delicious emblem of the city’s ambition and craftsmanship. If managed correctly, it could become a permanent fixture in the global luxury food market.
Although some may regard Dubai chocolate as a passing social media trend, the UAE has the infrastructure, vision and market positioning to ensure its longevity. To cement its reputation, Dubai can invest in sustainability and artisanship focusing on ethical cocoa sourcing and luxury chocolatiers will align Dubai chocolate with global values. The city can also integrate chocolate into tourism; imagine a Dubai Chocolate Festival, a luxury chocolate boutique at the airport, or even a Dubai Chocolate Museum showcasing innovation in confectionery.
The global fascination with Dubai chocolate is more than just a trend – it’s a strategic opportunity to further solidify Dubai’s place on the world stage. The Emirates has already proven its ability to reinvent industries, from its AI-driven government strategies to its leadership in global trade and tourism.
By harnessing its sweet power, Dubai can expand its reputation beyond luxury and architecture into premium culinary experiences. Dubai is more than just a city, it’s a global experience. And now, it’s one that tastes as good as it looks.
Six large-scale objects on show
- Concrete wall and windows from the now demolished Robin Hood Gardens housing estate in Poplar
- The 17th Century Agra Colonnade, from the bathhouse of the fort of Agra in India
- A stagecloth for The Ballet Russes that is 10m high – the largest Picasso in the world
- Frank Lloyd Wright’s 1930s Kaufmann Office
- A full-scale Frankfurt Kitchen designed by Margarete Schütte-Lihotzky, which transformed kitchen design in the 20th century
- Torrijos Palace dome
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Racecard
6.35pm: The Madjani Stakes – Group 2 (PA) Dh97,500 (Dirt) 1,900m
7.10pm: Evidenza – Handicap (TB) Dh87,500 (D) 1,200m
7.45pm: The Longines Conquest – Maiden (TB) Dh82,500 (D) 2,000m
8.20: The Longines Elegant – Conditions (TB) Dh82,500 (D)
8.35pm: The Dubai Creek Mile – Listed (TB) Dh132,500 (D) 1,600m
9.30pm: Mirdif Stakes – Conditions (TB) Dh120,000 (D) 1,400m
10.05pm: The Longines Record – Handicap (TB) Dh87,500 (D) 1,900m
UAE currency: the story behind the money in your pockets
Safety 'top priority' for rival hyperloop company
The chief operating officer of Hyperloop Transportation Technologies, Andres de Leon, said his company's hyperloop technology is “ready” and safe.
He said the company prioritised safety throughout its development and, last year, Munich Re, one of the world's largest reinsurance companies, announced it was ready to insure their technology.
“Our levitation, propulsion, and vacuum technology have all been developed [...] over several decades and have been deployed and tested at full scale,” he said in a statement to The National.
“Only once the system has been certified and approved will it move people,” he said.
HyperloopTT has begun designing and engineering processes for its Abu Dhabi projects and hopes to break ground soon.
With no delivery date yet announced, Mr de Leon said timelines had to be considered carefully, as government approval, permits, and regulations could create necessary delays.
Stamp duty timeline
December 2014: Former UK finance minister George Osbourne reforms stamp duty, replacing the slab system with a blended rate scheme, with the top rate increasing to 12 per cent from 10 per cent:
Up to £125,000 - 0%; £125,000 to £250,000 – 2%; £250,000 to £925,000 – 5%; £925,000 to £1.5m: 10%; Over £1.5m – 12%
April 2016: New 3% surcharge applied to any buy-to-let properties or additional homes purchased.
July 2020: Rishi Sunak unveils SDLT holiday, with no tax to pay on the first £500,000, with buyers saving up to £15,000.
March 2021: Mr Sunak decides the fate of SDLT holiday at his March 3 budget, with expectations he will extend the perk unti June.
April 2021: 2% SDLT surcharge added to property transactions made by overseas buyers.
WOMAN AND CHILD
Director: Saeed Roustaee
Starring: Parinaz Izadyar, Payman Maadi
Rating: 4/5
How to keep control of your emotions
If your investment decisions are being dictated by emotions such as fear, greed, hope, frustration and boredom, it is time for a rethink, Chris Beauchamp, chief market analyst at online trading platform IG, says.
Greed
Greedy investors trade beyond their means, open more positions than usual or hold on to positions too long to chase an even greater gain. “All too often, they incur a heavy loss and may even wipe out the profit already made.
Tip: Ignore the short-term hype, noise and froth and invest for the long-term plan, based on sound fundamentals.
Fear
The risk of making a loss can cloud decision-making. “This can cause you to close out a position too early, or miss out on a profit by being too afraid to open a trade,” he says.
Tip: Start with a plan, and stick to it. For added security, consider placing stops to reduce any losses and limits to lock in profits.
Hope
While all traders need hope to start trading, excessive optimism can backfire. Too many traders hold on to a losing trade because they believe that it will reverse its trend and become profitable.
Tip: Set realistic goals. Be happy with what you have earned, rather than frustrated by what you could have earned.
Frustration
Traders can get annoyed when the markets have behaved in unexpected ways and generates losses or fails to deliver anticipated gains.
Tip: Accept in advance that asset price movements are completely unpredictable and you will suffer losses at some point. These can be managed, say, by attaching stops and limits to your trades.
Boredom
Too many investors buy and sell because they want something to do. They are trading as entertainment, rather than in the hope of making money. As well as making bad decisions, the extra dealing charges eat into returns.
Tip: Open an online demo account and get your thrills without risking real money.
Lexus LX700h specs
Engine: 3.4-litre twin-turbo V6 plus supplementary electric motor
Power: 464hp at 5,200rpm
Torque: 790Nm from 2,000-3,600rpm
Transmission: 10-speed auto
Fuel consumption: 11.7L/100km
On sale: Now
Price: From Dh590,000
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Mohammed bin Zayed Majlis
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Sinopharm vaccine explained
The Sinopharm vaccine was created using techniques that have been around for decades.
“This is an inactivated vaccine. Simply what it means is that the virus is taken, cultured and inactivated," said Dr Nawal Al Kaabi, chair of the UAE's National Covid-19 Clinical Management Committee.
"What is left is a skeleton of the virus so it looks like a virus, but it is not live."
This is then injected into the body.
"The body will recognise it and form antibodies but because it is inactive, we will need more than one dose. The body will not develop immunity with one dose," she said.
"You have to be exposed more than one time to what we call the antigen."
The vaccine should offer protection for at least months, but no one knows how long beyond that.
Dr Al Kaabi said early vaccine volunteers in China were given shots last spring and still have antibodies today.
“Since it is inactivated, it will not last forever," she said.
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Analysis
Maros Sefcovic is juggling multiple international trade agreement files, but his message was clear when he spoke to The National on Wednesday.
The EU-UAE bilateral trade deal will be finalised soon, he said. It is in everyone’s interests to do so. Both sides want to move quickly and are in alignment. He said the UAE is a very important partner for the EU. It’s full speed ahead - and with some lofty ambitions - on the road to a free trade agreement.
We also talked about US-EU tariffs. He answered that both sides need to talk more and more often, but he is prepared to defend Europe's position and said diplomacy should be a guiding principle through the current moment.
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The five new places of worship
Church of South Indian Parish
St Andrew's Church Mussaffah branch
St Andrew's Church Al Ain branch
St John's Baptist Church, Ruwais
Church of the Virgin Mary and St Paul the Apostle, Ruwais
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%3Cp%3E%3Cstrong%3EDecember%202014%3A%3C%2Fstrong%3E%20%20Former%20UK%20chancellor%20of%20the%20Exchequer%20George%20Osborne%20reforms%20stamp%20duty%20land%20tax%20(SDLT)%2C%20replacing%20the%20slab%20system%20with%20a%20blended%20rate%20scheme%2C%20with%20the%20top%20rate%20increasing%20to%2012%20per%20cent%20from%2010%20per%20cent%3A%3C%2Fp%3E%0A%3Cp%3EUp%20to%20%C2%A3125%2C000%20%E2%80%93%200%25%3B%20%C2%A3125%2C000%20to%20%C2%A3250%2C000%20%E2%80%93%202%25%3B%20%C2%A3250%2C000%20to%20%C2%A3925%2C000%20%E2%80%93%205%25%3B%20%C2%A3925%2C000%20to%20%C2%A31.5m%3A%2010%25%3B%20More%20than%20%C2%A31.5m%20%E2%80%93%2012%25%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EApril%202016%3A%3C%2Fstrong%3E%20New%203%25%20surcharge%20applied%20to%20any%20buy-to-let%20properties%20or%20additional%20homes%20purchased.%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EJuly%202020%3A%3C%2Fstrong%3E%20Chancellor%20Rishi%20Sunak%20unveils%20SDLT%20holiday%2C%20with%20no%20tax%20to%20pay%20on%20the%20first%20%C2%A3500%2C000%2C%20with%20buyers%20saving%20up%20to%20%C2%A315%2C000.%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EMarch%202021%3A%3C%2Fstrong%3E%20Mr%20Sunak%20extends%20the%20SDLT%20holiday%20at%20his%20March%203%20budget%20until%20the%20end%20of%20June.%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EApril%202021%3A%3C%2Fstrong%3E%202%25%20SDLT%20surcharge%20added%20to%20property%20transactions%20made%20by%20overseas%20buyers.%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EJune%202021%3A%3C%2Fstrong%3E%20SDLT%20holiday%20on%20transactions%20up%20to%20%C2%A3500%2C000%20expires%20on%20June%2030.%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EJuly%202021%3A%3C%2Fstrong%3E%20Tax%20break%20on%20transactions%20between%20%C2%A3125%2C000%20to%20%C2%A3250%2C000%20starts%20on%20July%201%20and%20runs%20until%20September%2030.%3C%2Fp%3E%0A
