Chef Nouel Catis guides his team in the kitchen, expertly drizzling chocolate over freshly baked cookies as they perfect each creation together.
Filipino pastry chef Nouel Catis Omamalin transformed a pistachio-knafeh chocolate bar into the viral “Dubai chocolate,” founded luxury brand Sna’ap, and continues to inspire dessert innovation worldwide.
The Birth of a Modern Icon
In 2021, inside the early workspace of Fix Dessert Chocolatier, molten pistachio-tahini cream was carefully piped into tempered milk chocolate shells lined with golden threads of kataifi pastry. The inspiration came from knafeh, the beloved Middle Eastern dessert layered with pastry, cream or cheese, fragrant syrup, and pistachios. The concept belonged to Sarah Hamouda, a British-Egyptian engineer-turned-chocolatier, who sought a way to capture the spirit of knafeh in a chocolate bar. To refine the texture and flavor balance, she worked with Filipino pastry chef and consultant Nouel Catis Omamalin. His precision and creativity helped perfect what would be named “Can’t Get Knafeh of It.”
When the bar finally launched, its lush green filling, satisfying crunch, and cultural fusion set it apart from anything on the market. It first attracted local curiosity in Dubai, but the blend of flavors and textures resonated so strongly that it began to travel by word of mouth, from kitchen counters to café menus, from dinner parties to food blogs.
A Viral Sensation
The tipping point came in late 2023 when a TikTok video showed the bar breaking open in slow motion, revealing the molten pistachio cream inside. The clip racked up 122 million views and transformed the phrase “Dubai chocolate” into a byword for indulgence and style. Demand surged, with 30,000 Deliveroo orders in the UK alone, supermarket sell-outs, and luxury reinterpretations in high-end patisseries from Paris to Manila.
What made it irresistible was not only the visual drama of its bright pistachio core but also the way it blended Middle Eastern tradition with modern craftsmanship. As more people discovered it, new versions appeared, from pistachio-filled croissants in Sydney to sans rival-inspired takes in the Philippines. Many tried to imitate it, but few matched the depth of flavor and detail in the original.
The Chef Who Helped Shape It
Nouel Catis Omamalin’s influence on the dessert world began long before the viral fame of the Dubai chocolate. Born in Dipolog City, he studied at New York’s French Culinary Institute and built his career in five-star hotels, luxury resorts, and airline kitchens across Asia and the Middle East. Known for blending nostalgia with innovation, he often fuses Arabic, French, Asian, and Western influences to create what he calls “heritage reimagined.” For him, every recipe tells a story, and his work on “Can’t Get Knafeh of It” combined technical precision with a narrative that connected to memory and culture.
From Fix to Founding Sna’ap
After his collaboration with Fix Dessert Chocolatier, Chef Nouel launched Sna’ap by Chef Nouel Catis in Dubai, guided by a philosophy of crafting legendary desserts that go beyond taste to become complete sensory experiences. Sna’ap’s signature values include small-batch production, ethically sourced ingredients, and the absence of preservatives. Each creation carries a story, whether drawn from a cultural tradition, a childhood memory, or a global city he has visited.
The pistachio-knafeh chocolate returned under Sna’ap, and the response was overwhelming, with 3,000 bars selling out in two days. The brand is now expanding in the Philippines and preparing for international growth, with new flavors inspired by different culinary traditions joining the collection.
Luxury Lives in the Details
Chef Nouel approaches each dessert as a work of art, beginning with an idea and developing it through experimentation until it achieves a perfect balance of flavor, texture, and presentation. He draws from the same principles as haute couture, with vibrant colors, contrasting textures, and intricate garnishes designed to engage all the senses. In his TEDx talk, he reflects on how embracing foreign culinary cultures enriches not only the palate but also the heart.
The Written Legacy
In addition to his work in the kitchen, Chef Nouel authored Nouel’s Nifty Chic Baking, a 146-page collection that blends recipes with design guidance. The book celebrates cultural diversity in baking, pairing Arabic, French, and Asian influences with modern techniques. It offers accessible recipes for beginners and challenging projects for professionals, all accompanied by striking photography.
Why Dubai Chocolate Endures
The Dubai chocolate is not just a passing trend. It continues to inspire new desserts and interpretations, proving that when a creation resonates emotionally and culturally, it can outlast the viral moment that launched it. The original still holds its place as a benchmark for craftsmanship and storytelling in confectionery, even as others attempt to recreate it. For Chef Nouel, the measure of success lies not in how many copies exist but in the lasting joy the original brings to those who taste it.
The demand remains high, and supply is often limited. By the time you finish reading this, the latest batch may already be gone.
