Name: 歐美各大網紅、名人都在夯的「杜拜巧克力」風潮已經過去了嗎？ (The Dubai Chocolate Trend is Already Over)
Uploaded: 2025-07-25T21:01:30.000Z
Duration: 11 min 27 s

Well, if it isn't another food trend taking over the internet.

這不正是另一股席捲網路的美食風潮嗎？

程度副詞

We covered crumbl cookies just a couple of months ago, and honestly, we thought to ourselves, these food trends are so absurd.

幾個月前，我們剛剛報導過 crumbl 餅乾，說實話，我們心想，這些食品趨勢太荒謬了，

情態副詞

Surely we won't see another oversized, brightly colored dessert that people are eating in their cars this year.

今年肯定不會再出現人們在車裡吃超大、顏色鮮豔的甜點了。

Dubai chocolate is the newest crunchy, super sweet novelty dessert to take over the internet with seemingly just a single viral video that launched this bar into the minds of everyone.

杜拜巧克力是一種最新的鬆脆、超甜的新奇甜點，它似乎只透過一個爆紅影片就佔領了網路，讓這種巧克力棒進入了每個人的視野。

And I want to say that this trend is going to be different, that people are enjoying the street responsibly, and that there is no crazed overbuying going on or false marketing to capitalize on people's fear of missing out or whatever.

我想說的是，這股潮流會與眾不同，人們會以負責任的態度享受這條街，不會出現瘋狂的過度購買，也不會利用人們害怕錯過的心理進行虛假行銷。

But of course, that would mean that we wouldn't be making this video.

當然，這也意味著我們不會製作這部影片。

So without further ado, let me explain what the hell is going on with the Dubai chocolate craze and make the honest pitch to you to stop falling for this crap.

話不多說，讓我來解釋一下杜拜巧克力熱潮到底是怎麼回事，並誠懇地勸告大家不要再上當受騙了。

So this Dubai chocolate bar is not just a chocolate bar with like a bar of gold stuck in the middle of it, as you might guess about Dubai chocolate.

因此，這塊杜拜巧克力不僅僅是一塊中間嵌有金的巧克力，正如你可能猜到的杜拜巧克力一樣。

No, this Dubai chocolate bar is milk chocolate with a sweet cream filling made of pistachios mixed with tahini and finely chopped kadayif.

不，這種杜拜巧克力棒是牛奶巧克力，裡面是由開心果、塔希尼和切碎的卡達伊夫混合製成的甜奶油餡。

As you can tell from the thousands of taste test videos that there are online, these bars can range in consistency like peanut butter, from crunchy to smooth.

從網上數以千計的試吃影片中可以看出，這些巧克力塊的稠度就像花生醬一樣，從鬆脆到順滑，不一而足。

But generally, you can guarantee that these things are probably going to be really, really sweet and for some reason, in many cases, very large.

但一般來說，你可以保證這些東西可能會非常、非常甜，而且出於某種原因，在很多情況下都非常大。

And now the Dubai chocolate flavor is being adopted into basically everything.

杜拜巧克力的味道基本上被所有東西所採用。

As you can imagine, the influencers really went over the top with this one as usual.

你可以想象，這些有影響力的人像往常一樣，在這次活動中表現得非常出色。

These sentences would like kill a Victorian child.

說出這些話會害維多利亞時代的孩子被殺死。

But we're going to get into that later in the video.

不過，我們稍後會在影片中討論這個問題。

Let's just give you a breakdown of what's going on here.

讓我們來分析一下這裡發生了什麼。

It has generated over $22 million in revenue for Dubai duty free in the first quarter of this year alone, and it has every other major chocolate company rushing to capitalize on this trend.

僅在今年第一季度，它就為杜拜免稅店帶來了 2200 多萬美元的收入，其他各大巧克力公司也紛紛趕來利用這一趨勢。

Even our beloved crumbl cookies are getting in on the action, which does feel perfectly fitting, doesn't it?

就連我們心愛的 crumbl 餅乾也加入了這一行列，感覺非常合適，不是嗎？

It's enough for us to make a video about it.

這足以讓我們為此製作一部影片。

Now, the reason for this bar's popularity in comparison to crumbl cookie specifically is because from what I can tell, this was not intentional.

現在，這種餅乾棒之所以受歡迎，特別是與 crumbl 餅乾相比，是因為據我所知，這並不是有意為之。

The original bar in the viral video that sort of launched this whole thing was from a company called Fix and the bar in question was called the "Can't Get Knadfeh Of It," which is pretty good.

最初在爆紅影片中出現並引發了這一切的一家名為 Fix 的公司生產的，這條巧克力塊被稱為「欲罷不能」，這取名相當不錯。

I mean, they're a chocolate company. What do you expect?

我是說，他們是一家巧克力公司。你還指望什麼？

That company has since seen huge success, obviously, and their bars sell out in minutes, apparently right after launching a drop.

顯然，這家公司後來取得了巨大的成功，他們的巧克力塊在幾分鐘內就銷售一空，顯然是在推出降價促銷之後。

But this was mostly just luck combined with a few factors that just happened to make this bar become a viral sensation.

但這主要是運氣使然，再加上一些因素，恰好讓這巧克力塊爆紅。

First was this sense of exclusivity that the bars had, at least at the beginning.

首先是巧克力塊的排他性，至少在開始時是這樣。

Fix used to sell their bars exclusively in the UAE, and the only way that you could buy them was through a weirdly exclusive partnership with Deliveroo or the Dubai duty free.

Fix 以前只在阿聯酋銷售他們的巧克力，你只能通過與 Deliveroo 或杜拜免稅店的奇怪獨家合作關係才能買到。

Secondly, this is another example of like an exotic or foreign food suddenly becoming popular in North America.

其次，這又是一個異國或外國食品突然在北美流行起來的例子。

The name Dubai here is definitely doing a lot of heavy lifting.

杜拜這個名字絕對是舉足輕重的。

This cultural connection to a place that is very far away from most so-called Western countries,

這種與一個遠離大多數所謂西方國家的地方的文化聯繫，尤其是與一個與奢華和富裕相關的地方的文化聯繫，

and that in particular, is one that's associated with luxury and opulence, made it the perfect candidate for people to spend an above-average amount of money to get their hands on some, which brings us to our third point.

使它成為人們花高於平均水平的錢來獲得一些東西的完美候選者，這就引出了我們的第三點。

The bars made by Fix were fairly expensive, like they were 18 bucks or so USD on their website.

Fix 公司生產的巧克力相當昂貴，好像在他們的網站上要 18 美元左右。

And this is apparently because they're made by hand and with high quality ingredients, right?

這顯然是因為它們是手工製作的，而且使用了優質原料，對嗎？

But because of these converging factors, we have people reselling these things on Etsy and Amazon and even Facebook marketplace to take advantage of the scarcity.

但是，由於這些因素的交織，有人在 Etsy、亞馬遜甚至 Facebook 市場上轉售這些東西，以利用稀缺性。

We even ended up on this fairly legit looking website that I only realized was a scam when I got to the payment option and realized that they only took bank transfers and cryptocurrency.

我們甚至上了這個看起來相當合法的網站，但當我進入付款選項，發現他們只接受銀行轉帳和加密貨幣時，我才意識到這是個騙局。

And look, I, you know, maybe it's a good time to swap out my Bitcoin, but I don't know.

聽著，我，你知道，也許現在是換掉我的比特幣的好時機，但我不知道。

I don't have a lot of crypto, but honestly don't think it's ever a good idea to pull it out because you're supposed to have hands of diamonds or gold or something.

我沒有很多加密貨幣，但老實說，我不認為因為你手裡應該有鑽石或黃金之類的東西就把它拿出來是個好主意。

And finally, the product had a very naturally viral quality to it that again, I don't think was planned.

最後，該產品具有一種非常自然的爆紅式傳播特質，我認為這也是計劃之外的。

See, in our crumbl cookie video, we talked about how the cookies were very clearly designed for the internet, but in the same sense, the crumbl cookies were visually striking, right?

看，在我們的 crumbl 餅乾影片中，我們談到了這些餅乾顯然是為網路設計的，但從同樣的意義上說，crumbl 餅乾也很有視覺衝擊力，對嗎？

它們在鏡頭前的表現非常出色。

The Dubai chocolate experience is actually an auditory one.

要知道，杜拜巧克力體驗實際上是一種聽覺體驗。

This product is almost built for ASMR content online.

該產品幾乎就是為 ASMR 線上內容而打造的。

The snap of the chocolate when it breaks apart, the insanely crunchy filling is all built perfectly to appeal to that part of our brain.

巧克力碎裂時的咔嚓聲、鬆脆得令人難以置信的餡料，這一切都完美地迎合了我們大腦的這部分需求。

And this is good, honestly, because it's pretty ugly otherwise, like it's not a good looking dessert.

老實說，這樣做很好，因為如果不這樣做，它就很難看，就像它不是一道好看的甜點。

If you can't be handsome, you better be auditorily enjoyable.

如果你不能英俊瀟灑，最好也能讓人聽得過癮。

The price tag combined with the virality and the exclusivity was the perfect storm for these things to go nuts, right?

價格標籤加上爆紅和排他性是這些東西瘋長的完美風暴，不是嗎？

For people to go crazy trying to buy them.

But as we are making this video, we can already see that the trend is dying in real time as the wheels of capitalism slowly eat this phenomenon alive.

但在我們製作這部影片時，我們已經看到，隨著資本主義的車輪慢慢將這一現象生吞活剝，這一趨勢正在實時消亡。

As we see major companies like even fucking grocery stores are making their own Dubai products now, you can feel the hype just slowly dying.

當我們看到大公司，甚至是該死的雜貨店都在生產自己的杜拜巧克力產品時，你會感覺到這種炒作正在慢慢消亡。

If you look at Google Trends, we are well on our way down from the high just a few months ago.

如果你看看谷歌趨勢，我們正從幾個月前的高點一路下滑。

這就是我們現在的市場運作方式。

We made a whole video about how trends are getting shorter, and we're going to link that down in the description, of course, as usual.

我們製作了一整部以騙，介紹趨勢是如何變得越來越短的，當然，像往常一樣，我們會在說明欄中放上連結。

But the reality is that nothing lasts forever.

但現實是，沒有什麼是永恆的。

But in our online world today, they barely last a month.

但在當今的網絡世界裡，它們只能勉強維持一個月。

Now, in that video, we talk about how the internet has sort of turned our cultural landscape into a mess of everything all at once,

在那部影片中，我們談到了網路是如何把我們的文化景觀一下子變得一團糟，

with random and explosive popularities of certain products or styles coming and going faster than most people can even follow.

某些產品或風格的流行來得快去得也快，甚至快得超出了大多數人的想象。

It's like we took one of those color palettes with all the different paint splotches on it, and then we just smeared it together like a toddler.

這就像我們拿了一個調色板，上面有各種不同的顏料斑點，然後我們就像蹣跚學步的孩子一樣把它們塗抹在一起。

Any new color stands out in bright contrast for a second or two, but then it's quickly swirled into the muddy mixture of the masses by the toddler, who I guess is symbolic of our capitalistic consumer culture.

任何新顏色都會在一兩秒鐘內以鮮明的對比脫穎而出，但很快就會被蹣跚學步的孩子攪入混濁的大眾混合物中，我猜他象徵著我們的資本主義消費文化。

So my prediction is that over the next couple of months, we are slowly going to see Dubai chocolate become less and less novel.

所以我預測，在接下來的幾個月裡，我們會慢慢看到杜拜巧克力變得越來越不新奇。

It's going to become more just like another flavor that you can buy for the same price as you can buy everything else on the shelf.

它將變得更像另一種口味，你可以用買商店裡其他東西的同樣價格買到。

And this is just the natural response that our current economic system has for stuff that is in demand.

而這正是我們當前的經濟體系對有需求的東西的自然反應。

If people want something, the job of the market is to provide it to them as quickly and as cheaply as possible, to capitalize on that moment, right?

如果人們想要某樣東西，市場的工作就是以儘可能快的速度、儘可能便宜的價格提供給他們，利用這一時機，對嗎？

But what that does is it floods the market with usually lower quality and less socially relevant variations of that thing that eventually cheapens the whole category as a whole.

但這樣做的結果是，市場上充斥著品質通常較低、社會意義較小的各種產品，最終使整個類別的產品變得廉價。

And when everyone's super, no one will be.

當每個人都是超級巨星時，就沒有人是超級巨星了。

Stanley Water Bottles, another video of ours, shows this perfectly.

我們另一部關於 Stanley 保溫瓶的影片，完美地展示了這一點。

How many knockoff, barely different versions of this bottle can you find online now?

你現在能在網上找到多少個山寨版的、幾乎沒有任何區別的這個保溫瓶？

They're sold all over the place for way less money and with probably way less attention to detail or quality guarantees that the original company actually promised.

這些產品到處都在賣，價格卻低得多，而且可能更不注重細節，也沒有原公司實際承諾的質量保證。

The company, Fix, made these original bars in limited supply, priced them higher than average because they're supposedly made with high quality ingredients by hand.

Fix 公司限量供應這些原創巧克力塊，定價高於平均，因為據說這些巧克力是用優質原料手工製作的。

But already we can see that there's a ton of cheaply made versions of these things all over the place.

但我們已經可以看到，到處都有大量廉價版的這些東西。

Now, I'm not going to say that Dubai Chocolate is going to disappear forever.

我不是說杜拜巧克力會永遠消失。

It will very likely just become another flavor, right?

它很可能會變成另一種味道，對嗎？

Of ice cream or, you know, chocolate, just like matcha has.

冰淇淋或巧克力，就像抹茶一樣。

But I wanted to mention matcha here because I pitched a video about matcha to the team earlier and we decided not to go with it because it's not quite the right fit for us.

但我想在這裡提到抹茶，因為我之前向團隊推薦了一個關於抹茶的影片，但我們決定不採用，因為它不太適合我們。

Let us know if you're keen on seeing a video about matcha.

如果你想觀看有關抹茶的影片，請告訴我們。

But matcha is different because most people who love matcha today actually have no understanding of the cultural connection that it's derived from.

但抹茶不同，因為如今大多數喜愛抹茶的人實際上並不瞭解抹茶的文化淵源。

But the trend will continue and will probably have better staying power because it has a real root in Japanese culture and it's been a part of food culture there for a very long time.

但這一趨勢會繼續下去，而且可能會有更好的持久力，因為它在日本文化中有著真正的根基，而且在很長一段時間裡都是日本飲食文化的一部分。

Dubai Chocolate, on the other hand, is arguably got very little to do with Dubai.

杜拜巧克力則可以說與杜拜關係不大。

And this is why I think this trend is going to collapse even faster than usual.

這就是為什麼我認為這種趨勢會比往常崩潰得更快。

They're not even known for making chocolate.

他們甚至不以製作巧克力而聞名。

The UAE is a large exporter of chocolate, but they get all of their chocolate from other countries in order to do that.

阿聯酋是巧克力出口大國，但他們的巧克力都是從其他國家進口的。

And this whole trend is bleeding the pistachio supply chain dry.

而整個趨勢正在使開心果供應鏈血流成河。

Honestly, at this point, it just seems that people are drawn to it as a symbol of wealth and excess that Dubai is sort of known for.

老實說，在這一點上，人們似乎只是把它作為杜拜聞名遐邇的財富和奢華的象徵。

This is like if Las Vegas randomly released a lime green beer with sprinkles in it that had like 9% alcohol or something, you know.

這就好比拉斯維加斯隨機推出了一種青綠色的啤酒，裡面有灑花，酒精含量為 9% 之類的東西，你知道，

It's not actually connected to anything other than the idea of what the place represents in our mind.

除了我們腦海中這個地方所代表的概念之外，它實際上與任何東西都沒有聯繫。