The British political and cultural magazine, The Spectator, recently highlighted the rise of “Dubai chocolate” following a TikTok video posted by a user named Maria Vieira, which showcased her enjoying this treat in her car.
The magazine noted that the video went viral, amassing over 124 million views, sparking a frenzy among viewers. As a result, people in the UK began waking up early to line up outside Lidl stores to purchase their own versions of the chocolate.
It was pointed out that other retailers quickly joined the trend; for instance, Marks and Spencer introduced their take on it at a price of £8.50, while Morrisons offered a pistachio cream Easter egg. Due to the soaring demand, Waitrose had to limit purchases to just two pieces per customer.
The article further mentioned that even cheaper alternatives began appearing in smaller shops, such as a £7.50 pistachio chocolate from Cadbury, which was found at St James’s Park tube station — though it didn’t receive high marks for taste.
The magazine highlighted that this chocolate craze is part of a broader trend: the increasing cultural influence of Dubai on the UK. Whereas it was once said that “when America sneezes, Britain catches a cold,” it now appears that Dubai is setting the trends, especially among younger generations.
Many British youths are moving to Dubai, bringing back a sense of the high-end lifestyle associated with the city. Social media influencers based in Dubai have millions of followers and share aspirational content that shapes Western perceptions of the city.
The article clarifies that this is not simply about Arab culture; London has had a Middle Eastern presence for decades, particularly around Edgware Road. However, the new dynamic is the transformative image of Dubai and its lifestyle, largely influenced by Instagram, now permeating various aspects of London.
Additionally, the magazine remarked that the Westfield shopping center, which opened in 2008, resembles Dubai more than the American shopping mall it was intended to emulate. Its array of luxury brands has contributed to a newly established aesthetic – one that is finely curated and glamorous.
Architectural Influence
The magazine emphasized that this Dubai-inspired vision is also shaping architecture and the real estate market. In 2024, London became the primary global destination for Gulf real estate investment, with developers designing London buildings to have a sleek, futuristic appearance — exemplified by structures like The Shard and the Outernet complex near Tottenham Court Road, with more large towers anticipated.
Furthermore, the magazine noted that luxury is unmistakably inspired by Dubai, featuring extravagant offerings like gold-covered steaks priced at £1,450 at the Nusr-Et restaurant, managed by Salt Bae.