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.
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The more serious side of specialty coffee
While the taste of beans and freshness of roast is paramount to the specialty coffee scene, so is sustainability and workers’ rights.
The bulk of genuine specialty coffee companies aim to improve on these elements in every stage of production via direct relationships with farmers. For instance, Mokha 1450 on Al Wasl Road strives to work predominantly with women-owned and -operated coffee organisations, including female farmers in the Sabree mountains of Yemen.
Because, as the boutique’s owner, Garfield Kerr, points out: “women represent over 90 per cent of the coffee value chain, but are woefully underrepresented in less than 10 per cent of ownership and management throughout the global coffee industry.”
One of the UAE’s largest suppliers of green (meaning not-yet-roasted) beans, Raw Coffee, is a founding member of the Partnership of Gender Equity, which aims to empower female coffee farmers and harvesters.
Also, globally, many companies have found the perfect way to recycle old coffee grounds: they create the perfect fertile soil in which to grow mushrooms.
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Araminta Robertson, of the Financially Mint blog, shares her financial advice for university leavers:
1. Build digital or technical skills: After graduation, people can find it extremely hard to find jobs. From programming to digital marketing, your early twenties are for building skills. Future employers will want people with tech skills.
2. Side hustle: At 16, I lived in a village and started teaching online, as well as doing work as a virtual assistant and marketer. There are six skills you can use online: translation; teaching; programming; digital marketing; design and writing. If you master two, you’ll always be able to make money.
3. Networking: Knowing how to make connections is extremely useful. Use LinkedIn to find people who have the job you want, connect and ask to meet for coffee. Ask how they did it and if they know anyone who can help you. I secured quite a few clients this way.
4. Pay yourself first: The minute you receive any income, put about 15 per cent aside into a savings account you won’t touch, to go towards your emergency fund or to start investing. I do 20 per cent. It helped me start saving immediately.
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Company profile
Company name: Suraasa
Started: 2018
Founders: Rishabh Khanna, Ankit Khanna and Sahil Makker
Based: India, UAE and the UK
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Best Player: Cristiano Ronaldo (Juventus)
Best Coach: Gian Piero Gasperini (Atalanta)
Best Referee: Gianluca Rocchi
Best Goal: Fabio Quagliarella (Sampdoria vs Napoli)
Best Team: Atalanta
Best XI: Samir Handanovic (Inter); Aleksandar Kolarov (Roma), Giorgio Chiellini (Juventus), Kalidou Koulibaly (Napoli), Joao Cancelo (Juventus*); Miralem Pjanic (Juventus), Josip Ilicic (Atalanta), Nicolo Barella (Cagliari*); Fabio Quagliarella (Sampdoria), Cristiano Ronaldo (Juventus), Duvan Zapata (Atalanta)
Serie B Best Young Player: Sandro Tonali (Brescia)
Best Women’s Goal: Thaisa (Milan vs Juventus)
Best Women’s Player: Manuela Giugliano (Milan)
Best Women’s XI: Laura Giuliani (Milan); Alia Guagni (Fiorentina), Sara Gama (Juventus), Cecilia Salvai (Juventus), Elisa Bartoli (Roma); Aurora Galli (Juventus), Manuela Giugliano (Roma), Valentina Cernoia (Juventus); Valentina Giacinti (Milan), Ilaria Mauro (Fiorentina), Barbara Bonansea (Juventus)
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Name: Thndr
Started: 2019
Co-founders: Ahmad Hammouda and Seif Amr
Sector: FinTech
Headquarters: Egypt
UAE base: Hub71, Abu Dhabi
Current number of staff: More than 150
Funds raised: $22 million
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The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
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How to turn your property into a holiday home
- Ensure decoration and styling – and portal photography – quality is high to achieve maximum rates.
- Research equivalent Airbnb homes in your location to ensure competitiveness.
- Post on all relevant platforms to reach the widest audience; whether you let personally or via an agency know your potential guest profile – aiming for the wrong demographic may leave your property empty.
- Factor in costs when working out if holiday letting is beneficial. The annual DCTM fee runs from Dh370 for a one-bedroom flat to Dh1,200. Tourism tax is Dh10-15 per bedroom, per night.
- Check your management company has a physical office, a valid DTCM licence and is licencing your property and paying tourism taxes. For transparency, regularly view your booking calendar.
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Power: 727hp
Torque: 1,000Nm
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Fuel consumption: 10.6L/100km
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Founder: Ahmed Al Qubaisi
Based: Abu Dhabi
Founded: January 2019
Number of employees: 10
Sector: Technology/Social media
Funding to date: Estimated $300,000 from Hub71 in-kind support
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This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
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Borussia Dortmund 0
Bayern Munich 1 (Kimmich 43')
Man of the match: Joshua Kimmich (Bayern Munich)
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Electoral College Victory
Trump has so far secured 295 Electoral College votes, according to the Associated Press, exceeding the 270 needed to win. Only Nevada and Arizona remain to be called, and both swing states are leaning Republican. Trump swept all five remaining swing states, North Carolina, Georgia, Pennsylvania, Michigan and Wisconsin, sealing his path to victory and giving him a strong mandate.
Popular Vote Tally
The count is ongoing, but Trump currently leads with nearly 51 per cent of the popular vote to Harris’s 47.6 per cent. Trump has over 72.2 million votes, while Harris trails with approximately 67.4 million.
