Omar Othman, a dessert enthusiast, walked into a dessert shop to pick up something sweet for his family’s Ramadan gathering. Expecting the usual desserts, he noticed a new Kunafa flavor: pistachio cream, a trend he had seen all over social media. Curious about it, he decided to give it a try. 

“I wasn’t sure about the pistachio Kunafa at first, but after tasting it, I get why everyone loves it. It’s a nice twist on a classic dessert,” Othman said. 

For years, Ramadan has brought new dessert trends to Egypt. From Nutella to Lotus, each year comes with a new favorite trend. This time, it’s Pistachio Kunafa, also known as “Dubai chocolate.” This trend has quickly gained popularity, winning over dessert lovers across the country. 

However, with new dessert trends constantly emerging, some are questioning how the Pistachio Kunafa trend became so popular and whether another trend will take over next Ramadan.  

The “Dubai chocolate” trend began in Dubai around 2021 with Fix Dessert Chocolatier. It only started gaining popularity by 2024, when influencers started promoting it on social media. Since then, the trend has spread globally, becoming especially popular in Egypt, with over 290 thousand posts on TikTok, according to CT Insider.  

“At first, I just saw a few posts about it, but then it was everywhere. Seeing it all over social media made me want to try it even more and share it with my viewers,” said Farida Wael, a Micro-Influencer who makes food and clothing reviews. She initially shared her experience with the trend on TikTok by posting a video of her and her siblings trying and rating the chocolate.   

Egyptian bakeries are adding their own twists to this trend. Famous stores like La Poire, The Batter Half & Co, ElAbd, and B.Laban offer creative takes with the Kunafa Dubai Boule, Basbousa Pistachio, and Kunafa Rolls. These desserts blend new modern flavors with classic Ramadan desserts.  

“Every year, there’s a new obsession; first it was Nutella, then it was Lotus everywhere. That’s why if we want to succeed as a business, we always have to stay ahead of trends to give people new things to crave,” said Karim Auf, founder of The Batter Half & Co, who created the Kunafa Dubai Boule and later the Pistachio Basbousa to follow the trend.  

The Pistachio Kunafa trend has maintained its popularity, leaving many curious about how it became such a hit and why it continues to be in demand. While its delicious taste is a key factor, social media has played a major role in its success, with viral videos of the desserts inspiring more bakeries to add it to their menus.  

In fact, the “Dubai chocolate bar,” a dessert combining kunafa and pistachio, was among the top five most searched food items globally in 2024, according to Google’s “Year in Search” report. 

“The way Pistachio Kunafa blew up is crazy! I think social media definitely played a huge role in its success; once people started sharing their reactions and reviews, everyone wanted to try it. Plus, it actually tastes amazing, so that just kept the hype going,” said Engy Khalil, founder of Toque Rouge Cakes. 

A 2025 report by The Guardian found that social media influences one in five consumers, with 40% of Gen Z shaping their food and health purchases based on online opinions. Popular trends include supplements, viral food, and dessert dishes.  

According to Egyptian Streets, the “Dubai chocolate” trend continues to thrive in Egypt, thanks to its blend of traditional Middle Eastern flavors and modern dessert styles. This trend has also gained popularity through the growing presence of social media posts. As a result, it has become a favorite among dessert lovers. 

While some lovers of the Pistachio Kunafa trend believe that it will last until next Ramadan, others think a new flavor will take over next year. 

Although Pistachio Kunafa dominates the dessert scene, new trends are emerging this Ramadan. Some bakeries are experimenting with flavors like avocado, with “Avocado Kunafa,” and “Taro Kunafa”. Adding a modern twist to traditions, the latter blends Middle Eastern desserts with Asian flavors, as taro is widely used in Asian sweets. 

With new trends and dessert innovations, traditional sweets aren’t being replaced like people believe. Instead, they coexist with modern flavors, creating a mix of classic and new options that offer variety and appeal to both those who love tradition and those interested in new trends. 

“It’s an ongoing battle between both sides; there are people who stick to the traditional normal desserts, and there are people who are more in favor of the new trendy desserts, but I think overall that there’s a lot of people that eat both. Variety is good; it doesn’t have to be this or that,” Auf stated.  

As Ramadan desserts evolve, many dessert lovers think that the Taro Kunafa by ARA could be the next big trend. But for now, Pistachio Kunafa is still the favorite, adding a modern touch to the old and traditional desserts. With Egypt’s creative bakers, Ramadan will always offer new sweet surprises. 

“Trends come and go, but people will always be excited to try something new. Whether it’s Pistachio Kunafa or whatever comes next, it’s all about keeping things fresh while still holding onto tradition,” Khalil said.