Dubai Chocolate: Is it a Real or an Imagined Taste?

Authors : Alper Ateş, Halil Sunar

Pages : 130-138

View : 171 | Download : 195

Publication Date : 2024-12-31

Article Type : Review Paper

Abstract :Dubai Chocolate attracts attention with its popularity on social media, winning people\\\'s admiration with its unique combination of taste and texture. Social media leverages its power to position this product as a \\\"symphony of flavors,\\\" conveying a tale of luxury and pleasure transcending its mere status as a chocolate bar. This new gourmet taste, born from combining künefe, tahini, and pistachios with chocolate, has become one of the most recognizable symbols of Dubai\\\'s food culture. Fix Dessert Chocolatier, a boutique shop specializing in luxury chocolate production, designs and produces the Original Dubai Chocolate in limited quantities. With all these features, the product is considered a successful example of the \\\"viral food\\\" concept in the literature. This study examines the story and the virtualization process of Dubai Chocolate, a viral food. In this context, written, visual, and audio media sources related to the product were examined, the factors that caused viralization were determined, and an original recipe was created by compiling the most popular recipes. The research results reveal that Dubai Chocolate owes its success in becoming a viral food to its unique taste, visual appeal, influencer-driven promotion, and the power of social media. Furthermore, recommendations from marketing communication, public relations, production, and tourism perspectives are presented to ensure the product\\\'s sustainability. This study is a critical case study that examines Dubai Chocolate\\\'s impact on gastronomy and marketing.
Keywords : Gastronomi Pazarlaması, Viral Yiyecek, Viralleşme, Dubai Çikolatası, Fix Dessert Chocolatier