Did You Know? The Viral Dubai Chocolate Was Invented by a Filipino Chef
A recipe developer based in Dubai, Chef Nouel Catis proudly references Filipino heritage in his desserts.
by Em Enriquez
Published on Oct 10, 2025
It hasn't been long since Dubai chocolate took over our social media feeds with its luscious green filling and ASMR-inducing snap. While various iterations have since been introduced by Filipino and global brands alike, the OG variant from FIX Dessert Chocolatier remains the standard for many. What most patrons may not know, however, is that the confection was actually the brainchild of a Filipino!
Filipino Chef Noeul Catis Invented Dubai Chocolate
The internet fawned over the viral chocolate bar and its unique combination of crunchy, shredded filo pastry and decadent pistachio cream. Behind its inception was Noeul Catis, a Dubai-based recipe developer who first toyed with the idea of combining the elements of the now-viral dessert. In an interview with Spot, he details how "Dubai chocolate" first came to be in 2021, but only gained popularity over the past year.
"I would credit the popularity of the bar to how it was envisioned in the very beginning. When I develop a recipe, it has to be Instagrammable," he says. At the time, his work was distributed by FIX Dessert Chocolatier, a Middle Eastern leader in the world of sweets. "Then, from that design point of view, I translate it into recipes that should taste good. So I think with how this thing became a worldwide hit, it was already prepared for that kind of curiosity on the global scene," Chef Noeul adds.
Chef Nouel is no longer affiliated with FIX, but he has established his own brand of desserts, SNA'AP Chocolates. At SNA'AP, he continues to experiment with different flavors in the chocolate bar and has even created a "Manila Chocolate" infused with ube.
Originally from Dipolog City in Zamboanga del Norte, referencing familiar flavors comes naturally to Chef Nouel. "When you refer to heritage, it’s easier to make people like what you’re making because it touches on memories. I study and try to understand what their childhood was like," he explains of his process.
Beyond just another spark of Pinoy pride, Chef Nouel's recipes are intended as nostalgia trips in themselves. He samples delicacies from times past and considers how to incorporate them into his creations today. "That’s where I get inspiration when I develop desserts," he tells Spot. "I always put something there that reminds them of their childhood and it just works. That’s my magic touch."
Taste a sample of Chef Nouel's desserts from SNA'AP's online commisaries.
Em is queer and probably daydreaming somewhere. They're Preview's associate entertainment editor who's often spotted in cowboy boots and lemon-tinted sunnies.
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