The viral sensation of “Dubai chocolate,” a pistachio-filled treat that captivated social media users worldwide, has become a potent symbol of the emirate’s expanding influence as a global launchpad for brands and digital trends. Speaking at the Dubai Business Forum in New York, industry leaders explained how the city’s creative energy and advanced digital ecosystem are enabling it to export new ideas to the world.
From Viral Dessert to Global Trend
The pistachio confection’s journey from a local favourite to an international phenomenon marked a significant shift in perception. Matt Higgins, CEO and Co-Founder of RSE Ventures, described it as a “turning point.” He remarked, “Here’s a product that emanated… I think now there’s an expectation that consumer brands can start in Dubai.” Higgins also identified a major opportunity for the city to become a capital for live shopping, exporting more consumer brands globally.
The trend’s impact was felt far beyond the Middle East. According to The Wall Street Journal, the US dessert chain Crumbl began developing a new pistachio-chocolate product at its Utah headquarters. In a more immediate example, Shake Shack’s Dubai Chocolate Pistachio Shake reportedly sold out within hours across the United States, while supermarket chain Lidl saw its own version disappear from shelves in just one day.
Digital Infrastructure Fuels Creative Economy
Experts at the forum linked this global appetite for Dubai-born trends directly to the emirate’s sophisticated digital infrastructure and its strategic adoption of artificial intelligence. The city’s high level of connectivity makes it a fertile ground for e-commerce and digital marketing to flourish.
Arshad Ghafur, President for the Middle East & North Africa at Bank of America, noted the high rate of digital adoption in the region. “The digital penetration in the Middle East is extremely high relative to other places,” he said. “And I think that actually lends itself towards an economy that is digitally or economically focused. I think that’s going to continue.”
AI Leadership and Strategic Investment
The intersection of technology and commerce was a central theme, with speakers highlighting the UAE’s proactive government leadership in AI. Higgins praised Omar Sultan Al Olama, the UAE’s Minister of State for Artificial Intelligence, Digital Economy and Remote Work Applications, as a “global symbol of tech leadership” and a “competitive differentiator.”
“Every startup, every AI startup today is being advised that one of their first stops should be the UAE, specifically Dubai, to meet with Omar,” Higgins added. This forward-thinking approach has helped ensure that digital startups surge in Dubai as AI, fintech drive new wave of growth.
A Vision for a Digitally Driven Economy
Dubai’s focus on AI is a core part of its economic strategy, aimed at building a sustainable and inclusive future. Mohammad Ali Rashed Lootah, President and CEO of Dubai Chambers, explained the objective is to “become more productive in terms of economy, better social welfare and for improving the whole ecosystem and the city.”
The emirate aims for its digital economy to contribute up to 20 per cent of its GDP by 2031, a goal supported by ongoing policy reforms. These efforts are attracting significant international interest, with Lootah noting that over $1 billion in investment has flowed from the US in the last four years from more than 140 investors. He stressed that Dubai views technology as a tool for empowerment, believing it will “create new types of jobs and new types of economies.” Initiatives like the recently announced Create Apps Championship to accelerate digital innovation are a key part of this strategy.
