From border seizures to supermarket shelves: Dubai chocolate fever in Hungary

Surprisingly, the growing popularity of Dubai chocolate in Hungary has escalated from TikTok-fueled trends to high-profile smuggling cases. Customs officials at the Austrian-Hungarian border recently seized Dubai chocolate worth HUF 20 million (approximately EUR 48.5 thousand) from a Turkish bus attempting to cross the border.

The smuggling operation unfolded over two separate incidents at the Nickelsdorf (Miklóshalmi) border crossing. The first bust, conducted during a special operation in October, uncovered 1,500 packs of the luxury chocolate hidden in the bus’s luggage compartment, 24.hu reported. The second, a routine inspection in mid-November, revealed an additional 1,040 bars, packaged in 16 boxes, on the same vehicle.

Dubai chocolate: A growing phenomenon

Photo: depositphotos.com

Dubai chocolate has captured Hungary’s imagination, particularly as the festive season approaches. This Middle Eastern-inspired delicacy, made with crispy kadayif pastry, pistachio cream, tahini, and coated in milk chocolate, has become a must-have treat, thanks in part to viral TikTok trends. Its allure lies not only in its exotic flavour profile but also in its luxurious image, making it a popular holiday gift.

Retailers in Hungary have been quick to capitalise on this craze. Major chains like Aldi recently announced the availability of Dubai chocolate in their stores, Világgazdaság reported. Aldi’s offerings include 30-gram bars for HUF 499 (EUR 1.21) and 90-gram bars for HUF 1,499 (EUR 3.64), with a bulk price of HUF 16,655 (EUR 40.46) per kilogram. Rival retailer Lidl is also planning to stock the treat, emphasising its growing demand.

Enterprising innovations

The Dubai chocolate mania has even inspired Hungarian confectioners. One notable innovation is the Dubai chocolate-flavoured szaloncukor, a traditional Hungarian Christmas candy. Veresegyház-based Sulyán Confectionery launched this new product, describing it as “a journey into the flavours of Dubai”, Világgazdaság wrote in another article. At HUF 5,200 (EUR 12.63) for a 250-gram package, it caters to those seeking a luxurious touch for their holiday celebrations.

This seasonal treat has proven so popular that the confectionery has issued guidelines for ordering to manage demand. Customers can place online orders until 17 December, while in-store pick-ups are available until 19 December. However, due to high interest, delivery times may stretch to a week.

From luxury to legal challenges

While retailers and confectioners celebrate the Dubai chocolate’s success, the smuggling bust highlights the darker side of its popularity. Authorities are investigating the cases, underscoring the lengths to which some will go to profit from this high-demand product. The juxtaposition of luxury chocolate on store shelves and its illicit transport across borders paints a vivid picture of Dubai chocolate’s meteoric rise in Hungary. From influencing confectionery trends to fueling legal challenges, this dessert has become a true holiday phenomenon.

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