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.
Paatal Lok season two
Directors: Avinash Arun, Prosit Roy
Stars: Jaideep Ahlawat, Ishwak Singh, Lc Sekhose, Merenla Imsong
Rating: 4.5/5
How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
- Jumeirah English Speaking School (Dubai) – Dh59,728
- Gems Wellington International School – Dubai Branch – Dh58,488
- The British School Al Khubairat (Abu Dhabi) - Dh54,170
- Dubai English Speaking School – Dh51,269
*Annual tuition fees covering the 2024/2025 academic year
How to wear a kandura
Dos
- Wear the right fabric for the right season and occasion
- Always ask for the dress code if you don’t know
- Wear a white kandura, white ghutra / shemagh (headwear) and black shoes for work
- Wear 100 per cent cotton under the kandura as most fabrics are polyester
Don’ts
- Wear hamdania for work, always wear a ghutra and agal
- Buy a kandura only based on how it feels; ask questions about the fabric and understand what you are buying
The%20specs
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Indoor Cricket World Cup Dubai 2017
Venue Insportz, Dubai; Admission Free
Fixtures - Open Men 2pm: India v New Zealand, Malaysia v UAE, Singapore v South Africa, Sri Lanka v England; 8pm: Australia v Singapore, India v Sri Lanka, England v Malaysia, New Zealand v South Africa
Fixtures - Open Women Noon: New Zealand v England, UAE v Australia; 6pm: England v South Africa, New Zealand v Australia
MATCH INFO
Day 2 at the Gabba
Australia 312-1
Warner 151 not out, Burns 97, Labuschagne 55 not out
Pakistan 240
Shafiq 76, Starc 4-52
ABU DHABI ORDER OF PLAY
Starting at 10am:
Daria Kasatkina v Qiang Wang
Veronika Kudermetova v Annet Kontaveit (10)
Maria Sakkari (9) v Anastasia Potapova
Anastasia Pavlyuchenkova v Ons Jabeur (15)
Donna Vekic (16) v Bernarda Pera
Ekaterina Alexandrova v Zarina Diyas
FFP EXPLAINED
What is Financial Fair Play?
Introduced in 2011 by Uefa, European football’s governing body, it demands that clubs live within their means. Chiefly, spend within their income and not make substantial losses.
What the rules dictate?
The second phase of its implementation limits losses to €30 million (Dh136m) over three seasons. Extra expenditure is permitted for investment in sustainable areas (youth academies, stadium development, etc). Money provided by owners is not viewed as income. Revenue from “related parties” to those owners is assessed by Uefa's “financial control body” to be sure it is a fair value, or in line with market prices.
What are the penalties?
There are a number of punishments, including fines, a loss of prize money or having to reduce squad size for European competition – as happened to PSG in 2014. There is even the threat of a competition ban, which could in theory lead to PSG’s suspension from the Uefa Champions League.
The specs
Engine: 1.6-litre 4-cyl turbo
Power: 217hp at 5,750rpm
Torque: 300Nm at 1,900rpm
Transmission: eight-speed auto
Price: from Dh130,000
On sale: now
The specs: 2018 Ford F-150
Price, base / as tested: Dh173,250 / Dh178,500
Engine: 5.0-litre V8
Power: 395hp @ 5,000rpm
Torque: 555Nm @ 2,750rpm
Transmission: 10-speed automatic
Fuel consumption, combined: 12.4L / 100km
Jewel of the Expo 2020
252 projectors installed on Al Wasl dome
13.6km of steel used in the structure that makes it equal in length to 16 Burj Khalifas
550 tonnes of moulded steel were raised last year to cap the dome
724,000 cubic metres is the space it encloses
Stands taller than the leaning tower of Pisa
Steel trellis dome is one of the largest single structures on site
The size of 16 tennis courts and weighs as much as 500 elephants
Al Wasl means connection in Arabic
World’s largest 360-degree projection surface
FORSPOKEN
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Directed by Sam Mendes
Starring Dean-Charles Chapman, George MacKay, Daniel Mays
4.5/5
Thank You for Banking with Us
Director: Laila Abbas
Starring: Yasmine Al Massri, Clara Khoury, Kamel El Basha, Ashraf Barhoum
Rating: 4/5
Babumoshai Bandookbaaz
Director: Kushan Nandy
Starring: Nawazuddin Siddiqui, Bidita Bag, Jatin Goswami
Three stars
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RIVER%20SPIRIT
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What is Reform?
Reform is a right-wing, populist party led by Nigel Farage, a former MEP who won a seat in the House of Commons last year at his eighth attempt and a prominent figure in the campaign for the UK to leave the European Union.
It was founded in 2018 and originally called the Brexit Party.
Many of its members previously belonged to UKIP or the mainstream Conservatives.
After Brexit took place, the party focused on the reformation of British democracy.
Former Tory deputy chairman Lee Anderson became its first MP after defecting in March 2024.
The party gained support from Elon Musk, and had hoped the tech billionaire would make a £100m donation. However, Mr Musk changed his mind and called for Mr Farage to step down as leader in a row involving the US tycoon's support for far-right figurehead Tommy Robinson who is in prison for contempt of court.
Red flags
- Promises of high, fixed or 'guaranteed' returns.
- Unregulated structured products or complex investments often used to bypass traditional safeguards.
- Lack of clear information, vague language, no access to audited financials.
- Overseas companies targeting investors in other jurisdictions - this can make legal recovery difficult.
- Hard-selling tactics - creating urgency, offering 'exclusive' deals.
Courtesy: Carol Glynn, founder of Conscious Finance Coaching
