How a Viral TikTok Turned Dubai Pistachio Chocolate into a Global Phenomenon

A single TikTok video has transformed a locally loved pistachio-filled chocolate bar into an international craze, triggering a surge in pistachio prices and shifting global nut trade dynamics.

A viral TikTok trend has catapulted a niche chocolate bar from Dubai into the global spotlight, sparking an international demand for pistachios and causing a notable price hike in the market. What started as a creative confection by Emirati chocolatier Fix has now turned into a worldwide sensation.

The chocolate bar, aptly named “Can’t Get Knafeh of It,” was launched in 2021 and blends creamy milk chocolate with pistachio cream and delicate pastry inspired by the Middle Eastern dessert knafeh. While the product initially enjoyed modest success, it wasn’t until a TikTok video showcasing the chocolate bar went viral — garnering over 120 million views — that its popularity skyrocketed.

Following the social media buzz, global interest in the pistachio-filled treat surged, resulting in booming sales and imitations flooding online markets. The viral success, however, came with a ripple effect — the soaring demand for pistachios created a supply crunch, driving the price of pistachio kernels up from Rs 654 to Rs 880 per pound within a year, according to a nut trader interviewed by the Financial Times.

Several factors contributed to the shortage. The United States, the world’s top pistachio exporter, faced a low-yield harvest. Meanwhile, the United Arab Emirates experienced a sharp rise in local demand. In response, pistachio exports from Iran increased by 40% over a six-month period to help meet global needs.

Interestingly, the pistachio market saw a reversal in 2023, when global supply briefly outpaced demand, temporarily lowering prices. However, the TikTok-driven boom rekindled pressure on pistachio stocks, catching many chocolatiers and traders off-guard.

Fix, the original creator of the bar, expressed pride in the product’s global appeal, stating it was “incredible” to inspire “a movement in chocolate.” Still, the company voiced concern over counterfeit products attempting to exploit their brand name, misleading customers with lookalike packaging and subpar quality.

What began as a sweet TikTok trend has become a case study in how digital virality can reshape markets — one bite at a time.

#TikTokTrend #DubaiChocolate #PistachioCraze #ViralSensation #GlobalChocolateDemand #FixChocolate #FoodTrends2025