Forget everything you thought you knew about viral trends—this year, a pistachio-filled chocolate bar is shaking the internet to its core! It’s not just a sweet treat; it’s a cultural phenomenon that has sent shockwaves through social media, retail, and even global nut supplies.

These Dubai chocolate bars, celebrated for their luscious green pistachio filling and satisfying crunch, have become the unexpected star of 2025. They’ve soared in popularity on TikTok, contributed to a worldwide pistachio shortage, sparked a Canadian recall due to salmonella fears, and transformed the humble pistachio into the reigning flavor of the year.

“It’s literally the most viral thing on the internet, but I don’t really get it. It’s just a stuffed chocolate bar,” mused food TikToker Jack’s Dining Room, whose video gathered an astonishing 12.4 million views. And the retail world agrees. “In my 50 years of retailing, I’ve never seen a single item sell like this,” exclaimed Stew Leonard Jr., the CEO of Stew Leonard’s grocery stores.

Images of Dubai chocolate adorned with gold leaf have captured imaginations everywhere, from Berlin's pastry shops to TikTok feeds. Canadian brand Purdy's Chocolatier recently launched its own version, the “pistachio crunch,” amid growing consumer demand for Dubai-inspired treats. Even major retailers like Costco and Walmart have jumped on the bandwagon, offering their own takes on this chocolate sensation.

But where did this craze originate? The classic Dubai chocolate bar, dubbed the “Can’t Get Knafeh Of It,” was born at FIX Dessert Chocolatier in the UAE in 2021. Priced around $26 Canadian, this indulgent creation boasts a rich milk chocolate shell that encases a creamy pistachio filling mixed with tahini paste and crispy kadayif. “It’s been incredibly humbling to see our original bar start a whole new confectionery category,” remarked Sarah Hamouda, co-founder of the chocolatier.

The bar's popularity exploded in 2023, thanks largely to a viral TikTok video from influencer Maria Vehera, who showcased the delicious treat, drawing in a staggering 139.2 million views. Today, the #DubaiChocolateBar has spawned over 61,000 TikTok videos, and Google searches for this delectable delight continue to rise.

However, the pistachio boom isn't just about the chocolate. The last few years have seen an uptick in pistachio popularity, which Food and Wine magazine officially declared “the flavor of 2025.” But this craze came with complications—an ongoing salmonella outbreak in Canada led to recalls of pistachio products, and imports from Iran were temporarily banned as a precautionary measure.

As demand skyrocketed, Meridian Growers reported a sharp drop in shipments, exacerbated by the pistachio tree's natural biennial cycle. “Much of this demand can be attributed to the ‘Dubai Chocolate effect,’” they stated in a report, highlighting the sheer force of social media on food trends. “Pistachios are the ‘IT NUT’ for 2025,” they confidently declared.

So, what’s behind this chocolate craze? Is it just a passing trend fueled by social media, or is it a testament to how quickly tastes can change? One thing is for sure: the pistachio chocolate bar has taken the world by storm, and it shows no signs of slowing down!