Name: 現在全美最夯的巧克力是這款「杜拜巧克力」！(How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl)
Uploaded: 2025-06-01T21:01:30.000Z
Duration: 8 min 39 s

It's a chocolate bar stuffed with a paste of pistachios, karaif, or shredded phyllo dough, and tahini.

這是一種巧克力棒磚，裡面塞滿了開心果、卡拉夫（karaif）或皮洛麵糰絲和塔希尼醬。

It first went viral in 2023, and since then, it's become a global phenomenon.

它於 2023 年首次走紅網絡，此後便成為一種全球現象。

The original by Fix Desserts is only sold in Dubai.

Fix Desserts 的原版只在杜拜銷售。

Its scarcity has spurred an explosion of dupes, copycats, and spinoffs.

它的稀缺性引發了仿製品、山寨品和衍生品的爆炸式增長。

We're a small, homegrown brand, and we had enough chocolate just to serve the community.

我們是土生土長的小品牌，我們有足夠的巧克力為社區服務。

And all of a sudden, there was thousands and thousands of people starting to follow us and starting to explore and ask us how we can ship internationally, et cetera.

突然間，成千上萬的人開始關注我們，開始探索並詢問我們如何進行國際運輸，等等。

Brands like Shake Shack, Crumble, Walmart, and Trader Joe's are jumping on the bandwagon too.

Shake Shack、Crumble、沃爾瑪和 Trader Joe's 等品牌也加入了這一行列。

They lined up around the block, and they would sell out within minutes.

他們圍著街區排隊，幾分鐘內就會賣完。

I totally thought that this was just a trend and that it wouldn't go anywhere.

我完全以為這只是一種趨勢，不會有什麼發展。

As time went on, people were becoming obsessed.

隨著時間的推移，人們越來越痴迷。

New York City business The Nuts Factory says it was the first in the city to create a version of the viral bar in July 2024.

紐約市的企業 The Nuts Factory 表示，它將於 2024 年 7 月在紐約市率先推出爆紅的版本。

The company originally made hundreds by hand per day.

公司最初每天手工製作數百件。

It all started from a pregnancy craving, and all I knew in my head is that I wanted to create this chocolate bar that's essentially a dessert encased in chocolate, but looks and feels like a chocolate bar.

這一切都源於懷孕期間的渴望，我只知道我想製作這種巧克力磚，它本質上是一種包裹在巧克力中的甜點，但看起來和摸起來都像巧克力磚。

Hamouda and her husband created the bars in 2021 and started selling them in 2022.

Hamouda 和她的丈夫於 2021 年創建了這些巧克力磚，並於 2022 年開始銷售。

They didn't have a large marketing budget and relied on social media to spread the word.

他們沒有龐大的行銷預算，只能依靠社交媒體來傳播資訊。

In December 2023, this video started what became an international sensation.

2023 年 12 月，這部影片開始在國際上引起轟動。

Instead of getting like one order every week, it started to get 10, 15 orders.

我們不再每週只接到一個訂單，而是開始接到 10 到 15 個訂單。

And so it was exciting, but it was also like, you know, oh my God, like how is this happening?

這很令人興奮，但同時也讓人覺得，天哪，怎麼會這樣？

The bars drop twice a day on delivery service Deliveroo and are sold periodically at Dubai International Airport's duty-free.

杜拜國際機場的免稅店定期出售這些巧克力磚。

In April 2025, over 1.2 million bars were sold, generating $22 million in sales.

2025 年 4 月，共售出 120 多萬條，銷售額達 2200 萬美元。

The shortage has led to price gouging on resale sites like eBay.

短缺導致了 eBay 等轉售網站上的哄抬物價行為。

有些酒吧的價格高達 100 多美元。

Beyond its unique texture and flavor combination, desire for Dubai chocolate has been largely fueled by social media, but the exclusivity of the original bar has kept that going.

除了獨特的口感和風味組合外，社交媒體也在很大程度上激發了人們對杜拜巧克力的渴望，但原始的巧克力磚的獨特性使這種渴望持續不減。

Capitalizing on the trend hasn't been difficult from a legal perspective.

從法律角度看，利用這一趨勢並非難事。

The name Dubai Chocolate can't be trademarked.

杜拜巧克力這個名字不能註冊商標。

The United Arab Emirates isn't part of the international trademark treaty that would secure its protection.

阿拉伯聯合酋長國沒有加入國際商標條約，所以無法獲得保護。

Chocolate giant, Lint, developed its own limited edition bar in late 2024.

巧克力巨頭林特公司於 2024 年底開發出了自己的限量版巧克力磚。

People were queuing up at two o'clock in the night waiting for the first limited samples.

人們在深夜兩點排隊等候第一批限量樣品。

It was scarcity, it was exclusivity, but still we were overwhelmed.

這就是稀缺性，這就是排他性，但我們仍然不知所措。

Then the first thig, they sold it on eBay for $400, $500 CHF.

然後第一件事，他們在 eBay 上以 400 美元、500 瑞士法郎的價格出售它。

Now the bar is one of its best-selling items.

現在，該巧克力磚已成為其最暢銷的產品之一。

After testing a Dubai Chocolate-inspired milkshake in its Middle Eastern market, Shake Shack brought it to the U.S. in just four to six weeks.

在中東市場測試了杜拜巧克力奶昔之後、Shake Shack 只花了四到六週就引進到美國。

For us to come up with a full menu with marketing assets and ingredients and supply chain sourcing and operational supporting documents and all of that within a couple of weeks was an aggressive timeline.

我們要在幾周內拿出一份完整的菜單，包括行銷資產、配料、供應鏈採購和營運支持文件等，時間非常緊迫。你知道，從體力上講，這是一項艱鉅的工作。

It was certainly one of the fastest development timelines we've ever executed against.

這無疑是我們執行過的最快的開發時間表之一。

The milkshake sold out within minutes, and Shake Shack's social media posts featuring the products were some of the brand's most successful posts ever.

這款奶昔在幾分鐘內就銷售一空，Shake Shack 在社交媒體上發佈的關於該產品的貼文成為該品牌有史以來最成功的貼文之一。

One Billion Dollar Business Crumble Cookies is creating a brownie spinoff that they also developed in the same timeframe as Shake Shack.

One Billion Dollar Business Crumble Cookies（十億美元企業 Crumble Cookies）正在開發一款布朗尼蛋糕衍生品，他們也與 Shake Shack 在同一時間開發了這款產品。

It usually tests its creations on a national scale, but took a risk this time.

它通常在全國範圍內對其作品進行測試，但這次卻冒了險。

We're kind of shooting at the gut here and hoping that this works.

我們現在就像 "開弓沒有回頭箭"，希望這一招能奏效。

The main strategy behind participating in the Dubai chocolate trend was really to be able to jump in and say Crumble's adaptive, we're innovative.

參與杜拜巧克力潮流背後的主要策略，實際上是要能夠跳出來說 Crumble 是適應性的，我們是創新的。

If the people want it, we want to provide it.

如果人民需要，我們就要提供。

We never want to look like we're too scared to try something.

我們永遠不想讓人覺得我們不敢嘗試什麼。

So my sister and I got a matcha latte that's supposed to taste like the viral Dubai chocolate bar.

於是，我和妹妹買了一杯抹茶拿鐵，味道應該和爆紅的杜拜巧克力磚一樣。

While Starbucks hasn't made an official product, a customer's idea to make a Dubai chocolate-inspired drink at the store boosted sales among Gen Z customers.

雖然星巴克還沒有推出正式產品，但一位顧客在店裡製作杜拜巧克力啟發飲料的想法促進了 Z 世代顧客的銷售。

On April 1st, 2025, Dunkin' launched a Dubai chocolate donut in the Netherlands.

2025 年 4 月 1 日、Dunkin' 在荷蘭推出迪杜拜巧克力甜甜圈。

It remains to be seen whether the company will bring that to the U.S.

至於該公司是否會在美國推廣，我們拭目以待。

Grocer's Target, Walmart, and Costco all sell different copycat bars that are often sold out.

雜貨店 Target、沃爾瑪和 Costco 都出售不同的山寨棒，但經常賣斷貨。

Trader Joe's' bar launched at the end of May, and it's arguably the cheapest, at just under $4 a piece.

Trader Joe's 的巧克力磚於 5 月底上市，可以說是最便宜的，每條不到 4 美元。

There are now hundreds of versions on Amazon too.

現在亞馬遜上也有數百個版本。

The Nuts Factory, which claims it was one of the first in New York City to make the bar, has had to hire additional workers and buy more machines to meet demand.

The Nuts Factory 聲稱自己是紐約市最早製作這種巧克力磚的企業之一，不得不僱用更多的工人和購買更多的機器來滿足需求。

They implemented a one-bar limit in summer 2024.

他們在 2024 年夏季實施了一人限購一條的限制。

They've created other flavors and other desserts.

他們還創造了其他口味和其他甜點。

Part of the chocolate bar's immense success is timing.

巧克力磚取得巨大成功的部分原因在於時機的把握。

Consumers are increasingly craving new flavors, and Mediterranean stands apart.

消費者對新口味的渴求與日俱增，而地中海風味則與眾不同。

Pistachios have also soared in popularity in the U.S. in recent years.

近年來，開心果在美國也大受歡迎。

The country has become the world's largest producer, consumer, and exporter of the nut, which historically came from Iran, Turkey, and Syria.

該國已成為世界上最大的堅果生產國、消費國和出口國，而歷史上這種堅果主要來自伊朗、土耳其和敘利亞。

California, where the majority are produced, is expected to see a record-sized crop yield in the 2025-2026 season.

加州是大部分大麻的產地，預計 2025-2026 年的大麻產量將創歷史新高。

The amount of new snacks with pistachios launched globally rose by 63% between 2023 and 2024.

2023 年至 2024 年期間，全球新推出的開心果零食數量增長了 63%。

The steepest rise was seen in chocolate confectionery, thanks in part to the Dubai chocolate trend.

增幅最大的是巧克力糖果，這部分歸功於杜拜巧克力風潮。

Chocolate-pistachio flavor combos on restaurant menus are up significantly over the past year.

去年，餐廳菜單上的巧克力-開心果口味組合大幅增加。

Plus, Dubai's rise as a premium tourist destination has fueled an association with luxury.

此外，杜拜作為高端旅遊目的地的崛起也助長了人們對奢華的聯想。

The bars are expensive, $18 to $20, depending on where you buy them.

酒吧價格不菲，18 到 20 美元不等，具體取決於購買地點。

Pistachios are some of the most expensive nuts to produce.

開心果是生產成本最高的堅果之一。

A global cocoa shortage has been driving chocolate prices up, causing demand to outpace supply.

全球可可短缺導致巧克力價格上漲，供不應求。

Some ingredients must also be sourced internationally, like karaif.

有些配料還必須從國際上採購，如卡拉伊夫（karaif）。

And finally, handmade bars are labor-intensive.

最後，手工製作的巧克力磚是勞動密集型的。

Getting a product like Dubai chocolate to the masses is a massive heavy lifting.

將杜拜巧克力這樣的產品推向大眾是一項艱鉅的任務。

It's very difficult to get the right production line, and that's why most of the cases where Dubai chocolate, the original one, and all the copycats are actually limited editions or limited in numbers just to ride on the trend, but not necessarily to bring it to every single person.

要獲得合適的生產線非常困難，這也是為什麼杜拜巧克力，原版的和所有山寨巧克力實際上都是限量版或數量有限的原因，只是為了順應潮流，但不一定要讓每個人都能吃到。

Food chains so far have only been able to sell their desserts for a limited time.

到目前為止，食品連鎖店只能在有限的時間內銷售他們的甜點。

Crumble Cookies does weekly limited-edition launches but is planning for their Dubai chocolate brownie to be available just one to three days in total.

Crumble Cookies 每週都會推出限量版，但計劃在杜拜巧克力布朗尼店總共只銷售一到三天。

The price point of the katafi and shipping that from another country to the U.S., and with it being so nationally recognized right now and utilized,

卡塔菲的價位和從其他國家運到美國的運費，以及它現在在全國的知名度和使用率，

it was hard to source because we have so many stores across the nation that it was hard for the company that we were working with to actually round up enough that we could run this for an entire week at every location.

都讓我們很難找到貨源，因為我們在全國有這麼多商店，我們合作的公司很難湊夠足夠的貨源，讓我們在每個地方都能賣上一整週。

Yet exclusivity is also a key ingredient to a trend's enduring success.

然而，排他性也是一種趨勢取得持久成功的關鍵因素。

The Dubai chocolate craze has now lasted for 18 months, and it's far from over.

杜拜巧克力熱潮已經持續了 18 個月，但還遠遠沒有結束。

When you're creating something so unique and special that is not available, it's a supply and demand basic, and people really are passionate about it and are trying to put their hands on it.

當你創造的東西如此獨特和特別，且無法買到時，這就是基本的供求關係，人們真的對它充滿熱情，並試圖將自己的雙手伸向它。

The longevity of the Dubai chocolate craze is uncertain, but the combination of a nut and chocolate is one we've seen many times before.

杜拜巧克力熱的持續時間尚不確定，但堅果和巧克力的結合我們已經見過很多次了。

Pistachio and chocolate's popularity in the U.S. is in its infancy.

開心果和巧克力在美國的受歡迎程度還處於起步階段。

While Fix isn't yet selling their bars internationally, it is in their long-term plans.

雖然 Fix 還沒有在全球範圍內銷售他們的酒吧，但這是他們的長期計劃。

Who would have thought all these brands would be doing their own take on Dubai chocolate?

誰會想到所有這些品牌都在杜拜巧克力上做文章呢？

And I think it's a form of flattery for us.

我認為這對我們來說是一種奉承。

We've created a whole new category, and that's something we're very, very proud of.

我們創造了一個全新的類別，對此我們感到非常自豪。

I think we're beyond the trend now, and I think we're focusing on the brand and what it does and its values.

我認為我們現在已經超越了這一趨勢，我認為我們正在關注品牌、品牌所做的事情以及品牌價值。

字幕列表影片播放

現在全美最夯的巧克力是這款「杜拜巧克力」！(How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl)

phenomenon

boost

crave

aggressive