With the viral phenomenon sweeping across social media, it's nearly impossible to have missed the Dubai pistachio kunafa chocolate. Whether it's food enthusiasts worldwide seeking a replica, shoppers emptying shelves of stores selling this viral treat, or DIY versions flooding social media, this dessert has captured global attention.
Originating from FIX Dessert Chocolatier, a Dubai-based brand founded by Sarah Hamouda, this chocolate bar has transcended a mere indulgence to become a cultural icon, offering a taste of Dubai to people everywhere. If TikTok popularized the phrase 'Habibi, come to Dubai,' the viral chocolate has provided the actual taste of the city.
However, the story often overlooks the pastry chef who played a crucial role in creating this sensation. Chef Nouel Catis, a Filipino dessert expert, worked behind the scenes, blending culinary innovation with tradition to craft the now-iconic pistachio kunafa flavor in his Downtown Dubai kitchen.
Before creating the viral FIX chocolate, Chef Nouel had already made a significant impact in the culinary world. Starting his career in high-end hospitality, he became the first Filipino pastry chef at the prestigious Burj Al Arab in 2004. From creating exquisite desserts at the iconic Al Mahara restaurant to becoming an in-flight chef for Etihad Airways, his expertise has always been synonymous with culinary innovation.
With a deep respect for cultural heritage and a penchant for the avant-garde, Chef Nouel pioneered dessert trends in the region, modernizing traditional Arabic flavors, which led to his food consulting business in 2018. His work included designing Arabic-inspired desserts for high-profile cafes and restaurants, notably helping to establish Kuwait's famed Choco Melt.
Chef Nouel's journey with FIX began during the pandemic when he collaborated with Hamouda. The collaboration eventually evolved into FIX Dessert Chocolatier. Sarah, based in the UK, brought marketing ideas inspired by British dessert trends, while Chef Nouel infused the brand with Middle Eastern flair. The pistachio kunafa chocolate was the result of continued experimentation and refinement.
Despite their hopes, neither Chef Nouel nor Sarah anticipated the global sensation their creation would become. The turning point came when ASMR videos showcasing the chocolate's satisfying crunch flooded social media, inadvertently introducing kunafa to a global audience.
Chef Nouel believes the chocolate resonates with people because of its connection to Dubai. Beyond the viral fame, he sees the pistachio kunafa chocolate as a cultural touchstone for a new generation.
When the viral Dubai chocolate gained global recognition, Chef Nouel initially stayed out of the limelight. However, as public curiosity grew, he shared his side of the story, realizing the importance of taking ownership of his work.
Today, Chef Nouel has stepped back from FIX to focus on his own manufacturing company and has launched Snaap DXB, his own dessert line. Reflecting on the journey, he expressed gratitude for the perseverance that turned a home-kitchen experiment into a global phenomenon.
For Chef Nouel, the pistachio kunafa chocolate signifies something beyond desserts. His advice to aspiring chefs is to be original and carve their own path, ensuring they stand out as leaders.
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