How MENA Became the World’s Trend Amplifier (Starting with Pistachio Chocolate)
Remember when everyone went wild over that Dubai chocolate? You know, the pistachio kunafa one that had people lining up for hours? It wasn’t just a viral dessert, it became a cultural movement.
What started as a single chocolate shop remixing Arabic classics with a modern twist has snowballed into something much bigger. Now? You’ll find pistachio kunafa lattes, ice creams, cakes, candles, perfumes, and even protein bars. The flavor has become shorthand for luxury, culture, and indulgence, and it’s spreading far beyond the region.
Why MENA Trends Matter (And Why You Should Care)
Let’s break this down..
The original pistachio kunafa chocolate took something deeply rooted in local taste (kunafa) and gave it a new texture and format. That fusion didn’t just resonate here. It sparked a global wave. Galaxy among other giants even created a limited-edition pistachio bar just for the UAE and Qatar markets. TikTok food creators across Europe and Asia rushed to replicate it. It was more than a dessert, it was THE moment.
This is what MENA does best. Whether trends are born here or imported, this region knows how to amplify them, remix them, and set them loose on the global stage.
What’s Driving This Amplification Power?
Here’s what’s happening beneath the surface:
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Culture as a Catalyst: Trends here are rooted in real stories flavors, experiences, and references people grew up with. The chocolate trend didn’t go viral because it was gimmicky; it hit home.
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Social Media Firepower: Platforms like TikTok and Instagram did the heavy lifting, pistachio recipes, ASMR unwrapping videos, reviews, hauls. MENA creators are shaping the visual and emotional language of trends.
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Premium is Normal Now: People are willing to pay for more than just a product. A AED 30 chocolate bar is no longer “expensive” if it comes wrapped in storytelling, quality, and cultural relevance.
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A Young, Hyperconnected Population: Over 60% of the MENA population is under 35. This generation isn’t just fast, they’re plugged in, expressive, and constantly looking for the next “shareable” moment.
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Brands are Finally Paying Attention: Galaxy isn’t the only one. Local bakeries are building menus around pistachio kunafa. Niche perfumers are releasing scent notes inspired by it. Trend spotting in this region isn’t just about desserts anymore, it’s a playbook for lifestyle innovation.
Another Trend on the Rise: Arabic Coffee Everything
Another great example? Gahwa (Arabic coffee). Once a humble staple of majlis gatherings, it’s now a trending flavor globally, showing up in oat milk lattes, body scrubs, and luxury candles. Brands are reimagining it for younger audiences while staying true to its cultural depth. And just like the chocolate, it started here, and it’s scaling fast.
So How Do You Catch These Trends Early?
Here’s the formula smart brands are following:
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Watch for culture + innovation fusions
The best trends remix heritage with freshness. -
Track what’s naturally catching fire
The chocolate wasn’t a paid campaign, it was real love turned viral. -
Go beyond the “what” to understand the “why”
Why are people obsessed with pistachio right now? Nostalgia? Luxury? Shareability? That’s where the gold is.
Conclusion:
The MENA region isn’t a follower anymore, it’s a trend amplifier and, increasingly, a trend originator. From chocolate to gahwa to whatever’s next, this market is shaping what the world wants to eat, wear, and experience.
If you’re not paying attention, you’re already behind. Get in touch with us, to know how we at Sila spot the latest rends.
