Oxford Professor Reveals Why Dubai Chocolate Became Internet’s Favorite
- Publish date: Tuesday، 28 October 2025 Reading time: 1 min read
Dubai’s viral pistachio-filled chocolate isn’t just delicious — it’s designed to win over your Instagram feed, says an Oxford expert.
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If you told someone at the start of 2025 that “Dubai” and “chocolate” would soon go viral together, they’d probably laugh. Fast-forward ten months, and now you can’t walk through a supermarket (or scroll your feed) without spotting the famous pistachio-stuffed treat.
But what exactly makes a snack like this blow up online? According to Charles Spence, professor of experimental psychology at the University of Oxford, it’s not just about taste — it’s about looks, timing, and social media power.
It’s All About the Aesthetic
Prof. Spence says the rise of Dubai chocolate is thanks to the “power of influencers” who love showing off the latest food trend. Once it hits social media, the craze spreads worldwide in days.
He points out that viral foods often have “something that looks different, that looks unique.” In Dubai chocolate’s case, it’s the contrast between the rich brown shell and the bright pistachio green inside — instantly recognizable on Instagram.
That same visual appeal, he adds, helped drinks like Aperol Spritz and rosé wine become global sensations.
The Power of ‘New and Exotic’
These trends, Spence explains, are mostly driven by younger generations and social media culture, fueled by the excitement of discovering something fresh and foreign. It’s less about flavor and more about saying, “I found the next big thing.”
As for what’s next after Dubai chocolate? Even the professor admits he’s not sure — “I’m a bit beyond that generation that has their fingers on the pulse,” he says with a laugh.