Beyond Chocolate: Dubai-Style Foods Are This Year's Hottest Trend

Austin, TX - First introduced in 2021, Dubai chocolate achieved viral fame around the world last year thanks to social media influencers. In 2025, culinary visionaries from home kitchens to world class restaurants are expanding the concept and making Dubai-style treats that go far beyond simple chocolate the year's hottest food trend.

A mother and daughter enjoying some delicious Dubai burritos at a popular restaurant in Austin

"People really love this stuff," culinary historian D'Winda Maplethorpe explained. "And the excitement isn't slowing down. You can pretty much fill anything remotely edible with a handful of that crap and sell it for ten times what it costs to make it."

The crap that Maplethorpe is referring to is a filling consisting of a sweet pistachio-tahini cream and kadayif, which is shredded filo pastry that has been toasted to achieve a crispy texture. According to originator Steve Dubai, the Dubai technique, more commonly known as "Dubaiing" or simply "Dubing", is being incorporated into a growing variety of recipes. "I'm seeing cafes and restaurants offering up treats like pies and donuts filled with the concoction as well as a number of savory dishes like Dubai deviled eggs, Dubai ravioli, and Dubai stuffed peppers. Dubai turkeys are going to be huge this holiday season."