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.
Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
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Should late investors consider cryptocurrencies?
Wealth managers recommend late investors to have a balanced portfolio that typically includes traditional assets such as cash, government and corporate bonds, equities, commodities and commercial property.
They do not usually recommend investing in Bitcoin or other cryptocurrencies due to the risk and volatility associated with them.
“It has produced eye-watering returns for some, whereas others have lost substantially as this has all depended purely on timing and when the buy-in was. If someone still has about 20 to 25 years until retirement, there isn’t any need to take such risks,” Rupert Connor of Abacus Financial Consultant says.
He adds that if a person is interested in owning a business or growing a property portfolio to increase their retirement income, this can be encouraged provided they keep in mind the overall risk profile of these assets.
Dirham Stretcher tips for having a baby in the UAE
Selma Abdelhamid, the group's moderator, offers her guide to guide the cost of having a young family:
• Buy second hand stuff
They grow so fast. Don't get a second hand car seat though, unless you 100 per cent know it's not expired and hasn't been in an accident.
• Get a health card and vaccinate your child for free at government health centres
Ms Ma says she discovered this after spending thousands on vaccinations at private clinics.
• Join mum and baby coffee mornings provided by clinics, babysitting companies or nurseries.
Before joining baby classes ask for a free trial session. This way you will know if it's for you or not. You'll be surprised how great some classes are and how bad others are.
• Once baby is ready for solids, cook at home
Take the food with you in reusable pouches or jars. You'll save a fortune and you'll know exactly what you're feeding your child.
START-UPS%20IN%20BATCH%204%20OF%20SANABIL%20500'S%20ACCELERATOR%20PROGRAMME
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Violence%20
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Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Company profile
Date started: 2015
Founder: John Tsioris and Ioanna Angelidaki
Based: Dubai
Sector: Online grocery delivery
Staff: 200
Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends
Revival
Eminem
Interscope
Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
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UAE currency: the story behind the money in your pockets
What can victims do?
Always use only regulated platforms
Stop all transactions and communication on suspicion
Save all evidence (screenshots, chat logs, transaction IDs)
Report to local authorities
Warn others to prevent further harm
Courtesy: Crystal Intelligence
Dubai Bling season three
Cast: Loujain Adada, Zeina Khoury, Farhana Bodi, Ebraheem Al Samadi, Mona Kattan, and couples Safa & Fahad Siddiqui and DJ Bliss & Danya Mohammed
Rating: 1/5
COMPANY PROFILE
Name: Mamo Year it started: 2019 Founders: Imad Gharazeddine, Asim Janjua Based: Dubai, UAE Number of employees: 28 Sector: Financial services Investment: $9.5m Funding stage: Pre-Series A Investors: Global Ventures, GFC, 4DX Ventures, AlRajhi Partners, Olive Tree Capital, and prominent Silicon Valley investors. 
