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.
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.
