Dubai chocolate has become a sensation among food enthusiasts, with long lines forming and willing buyers paying high prices for this exclusive treat. With its unique ingredients, including pistachios and Kadayf dough, the product has inspired imitations and variations across Switzerland. However, questions linger about the market sustainability and the branding implications of using ‘Dubai’ for such products. As the holiday season approaches, traditional meals are at risk of being overshadowed by creative food trends inspired by Dubai.