Dubai Çikolatası son zamanlarda sosyal medyada popüler oldu. Hatta yerli üreticiler bile "Dubai Çikolatası" adı altında ürünler üretmeye başladı. Peki ya Dubai Çikolatasını kim buldu veya icat etti? Dubai Çikolatasının orijinali nerede bulunur? Dubai Çikolatasının fiyatı nedir? Dubai Çikolatasının hikayesi nedir? Bu videomuzda dubai çikolatasıyla ilgili bilmeniz gereken herşeyden bahsettik.
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FunTranscript
00:00The new madness that surrounds the world, Dubai chocolate.
00:11There are those who are eager to give 50 dollars to a small tablet to try this new taste, which consists of kunafe, peanut cream and chocolate coating, known as Dubai chocolate among the public.
00:23From the United Arab Emirates to the United States of America, from Singapore to New Zealand and from South Korea to Turkey, a new kind of chocolate madness surrounds the world.
00:34There are those who are eager to give 50 dollars to a small tablet to try this new taste, which consists of kunafe, peanut cream and chocolate coating, known as Dubai chocolate among the public.
00:49Many people who have tried and have not tried yet wonder how this chocolate came into our lives, where it came from and whether the products currently sold are fake.
00:58Who invented Dubai chocolate?
01:01Behind this new trend flavor, there is a shop called Fixed Dessert Chocolatier in Dubai, United Arab Emirates.
01:09In 2021, British-Egyptian entrepreneur Sara Hamouda and Philippine chef Noel Cartes, but the brand he founded gave him the name Can't Get Enough Of It when he invented this chocolate.
01:22This name can be translated as I can't get enough of kunafe in Turkish.
01:25Hamouda's wife found this name.
01:27Hamouda describes the excitement of the product around the world as surreal.
01:32Hamouda, who said that the daily orders of his shop are in one-time figures, can now receive up to 100 orders per minute.
01:39If I have to be honest, I never thought it would have a global taste.
01:44Today, he adds that he receives messages and videos from many people from Canada to Argentina and Romania.
01:49Oma Malin, seen as the brain behind the recipe, says that he is influenced by nostalgia in the interview he gave to Arab News.
01:57I always do the nostalgia of things.
01:59I go back to the childhood memories of a certain culture, even any culture in general.
02:05When you think of nostalgia, you never go wrong.
02:08Oma Malin says kunafe is my favorite Arab dessert.
02:11So what is Dubai chocolate made of?
02:13According to Fixed Dessert Chocolatier, these chocolate tablets are made by filling a chocolate shell consisting of crispy kadayif, pistachio and tahini.
02:23In addition, the tablet itself is dipped in pistachio cream.
02:26While the inner and outer textures are extremely opposite to each other, while the inner filling is a soft layer filled with finely chopped crispy kunafe and pistachio cream,
02:34experienced journalists and experts generally have extremely positive comments.
02:38So where is this product sold?
02:40One of the most important things to know about Dubai chocolate is that the original product is sold only by delivery in Dubai.
02:48The product became so fast that fraudsters and fake manufacturers immediately started to profit from it.
02:54Many users, who researched whether the product was sent outside the United Arab Emirates,
02:59encountered fake internet sites that used the name Fix and had to add at least 10 chocolates to the basket.
03:06On August 13, the company shared a message on Instagram, warning customers not to believe fake sellers.
03:13Original products are only available in Dubai and can only be ordered by Deliveroo at 14.00 or 17.00 local time.
03:23On the other hand, Hamouda said in a statement he made to Today.com that they have designed many exciting plans in the preparation stage
03:30and that one day this flavor will be available all over the world.
03:34At the moment, he added that they are not in a position to meet hundreds of requests in different parts of the world.
03:40This means that Dubai chocolates purchased from local shops outside the United Arab Emirates belong to producers who develop their own similar recipes.
03:49Because many chocolate producers and local shops invent their own versions.
03:54It is sold at interest rates.
03:55A representative of the Fix company told Today.com that single chocolate tablets were sold for about $ 18.5, i.e. 633 Turkish Liras,
04:06and a box that would be enough for 6 people was sold for $ 105, i.e. 3,500 Turkish Liras.
04:12However, the popularity of Fix chocolates leads to their sales being much more expensive.
04:18In some sales sites, it is seen that a tablet costs $ 56, i.e. as much as 1,900 Turkish Liras.
04:24In fact, a 200-gram chocolate in Singapore was sold for $ 59, i.e. 2,000 Turkish Liras.
04:30On the other hand, it seems that these extravagant prices do not excite consumers.
04:34Many consumers see this as a flavor to try once in their lives.
04:39It spread virally all over the world on TikTok.
04:41Chocolate, which is famous in many countries today, first became popular with Maria Vejara's TikTok video,
04:47which is an institution based in Dubai in December 2023.
04:52In the video, Vejara was biting a Fix tablet and evaluating its taste.
04:57The video has been watched more than 80 million times so far.
05:00After the video, many local shops and talented hunters started sharing videos of their similar recipes.
05:07For the whole year, the hashtag Dubai Chocolate tag has been used at least 45,000 times on Instagram.
05:13Some are worried about competition, but everyone is extremely proud of this situation.
05:18We receive messages from people saying,
05:19''We thank you for inspiring us at home, so I am proud of it.''
05:26Psychology behind popularity
05:28According to the New Generation Social Trade Handbook published by Snapchat and Havas Media in 2021,
05:3460% of users in India rely on social media for product reviews and suggestions.
05:41This trend means that social media platforms have made a significant change in their service as a communication tool from word of mouth.
05:50Users today rely on the views of influencers and fans rather than traditional advertising.
05:56This shows that products like Dubai Chocolate have a viral relationship with gaining popularity all over the world.
06:04So why did Dubai Chocolate go viral?
06:06There are some theories on this subject.
06:07ASMR effect
06:09First of all, when you split the tablet in half, the filling inside starts to flow and the outer shell is crispy when broken.
06:15This makes the product extremely suitable for sharing in social media environments such as Instagram and TikTok.
06:20ASMR effect
06:32Because there is a phenomenon that plays a role in the popularity of videos on such platforms.
06:37Autonomous Sensory Melody Response
06:39ASMR
06:40This phenomenon, called,
06:41means that the crunch heard when biting a chocolate, the rustling sound a cat makes when licking,
06:46arouses an emotional experience in the audience.
06:51Sensitivity
06:53In campaigns that make you feel sensitive, mass excitement usually plays an important role.
06:58Can't Get Enough Of It
07:00Tablets are only available in Dubai and can only be purchased between 14.00 and 17.00 hours in a certain amount.
07:08This limited period of time makes it more desirable by increasing the attraction of the product.
07:14This not only makes people curious,
07:17but also increases their chances of sharing it.
07:20Fear of Missing Opportunity
07:22FOMO
07:22When consumers see their peers' praises for chocolate,
07:27they are afraid of missing an opportunity.
07:29FOMO
07:30And this leads them to seek this flavor.
07:33This psychological phenomenon means that individuals are trying to be part of the latest trend.
07:40And it plays an important role in making something viral.
07:43Cultural Curiosity
07:44Dubai chocolate has created a cultural spark thanks to the fusion of traditional Middle Eastern flavors with modern chocolate recipes.
07:53According to a study by McKinsey & Company,
07:56brands that conform to cultural elements
07:59establish deeper connections with customers
08:01and give a new flavor to Arab cuisine lovers.