In Dubai, a unique chocolate bar is generating buzz not just in local markets but across social media platforms worldwide. Known as Fix Dessert Chocolatier, this super-chunky chocolate bar has become a viral sensation, thanks in large part to the efforts of Filipino pastry chef Nouel Omamalin.
The journey of the chocolate business began during the pandemic when Chef Nouel Omamalin and Sara Hamouda, a creative content expert, teamed up to create something special. Nouel, drawing on his experience as a pastry chef, focused on developing flavors that would resonate with the diverse tastes of Dubai’s population. His understanding of the Arabic palate was key in shaping the flavors that have now become synonymous with Fix.
The real turning point for the brand came when it caught the attention of social media influencers. The super-chunky chocolate bar quickly became a challenge for influencers around the globe, who were eager to share their experiences with their followers. This wave of online engagement catapulted Fix from a local favorite to a global trend, with people from different cultures trying and reviewing the chocolate bar online.
@isaacosmantv Mahal betul harga coklat viral ni #KongsiBersama ♬ original sound – isaac osman
@orinnandazlan Finally got our hands on the viral @fixdessertchocolatier bars! This is the Can’t Get Knafeh of It. Should we try more flavors? #fixdessertchocolatier #knafehchocolate #viralchocolate #desserttiktok #dubaifood #mukbang #asmr #foodtok #viral #foryou #fyp ♬ original sound – Orinn & Azlan
@corpzfam Nameet ko yung Filipino chef na gumawa ng viral fix chocolate! Fight me! Bigyan sya ng spotlight at sa lahat ng recipes nyang gagawin pa lang for other businesses & restaurants! 🤩👏🏻 #filipinochef #filipino #fixchocolatier #fixchocolate #chef #chocolate #viral #fyp #ofw #dubai ♬ original sound – Team Corpuz
@andreatorres0504 After watching hundreds of mukbangs! Haha! #fixchocolate #dubaichocolate #viralchocolate ♬ original sound – Andrea Torres
@beaaborresI WAS LIKE NO BUKAS KO NA UUPLOAD♬ original sound – Bea B
@jenbaranganTrying the viral chocolate from Dubai♬ original sound – Jen Barangan
In an exclusive interview with POP!, Nouel reflected on FIX’s success and expressed his gratitude for the impact of social media. “Personally, it’s been incredibly validating to see that my passion for creating nostalgic, sensational desserts has resonated so deeply,” he shared. He also credited Sara’s “incredible drive and focus” in content and marketing as crucial to their global reach, acknowledging that he never imagined it would achieve such widespread success.
Although he moved on from the brand in 2022, Nouel resumed collaborating with Sara in 2024, this time under his own brand, Chef Nouel Catis, to release three exclusive, limited-edition flavors. For fellow Filipino chefs aspiring to make their mark internationally, Nouel emphasized the importance of “authenticity and staying true to your roots.”
He advised that success comes not from conforming to trends, but from drawing inspiration from one’s heritage and blending it with local flavors. He also stressed the value of perseverance, encouraging chefs to “keep pushing boundaries, stay curious, and never be afraid to innovate.” Thus, he reminded each Filipino chef to “believe in the value you bring as a Filipino chef—you have a rich culinary tradition behind you, and the world is eager to taste what you have to offer.”
As the chocolate challenge continues to take over social media, Nouel Omamalin’s creation stands as a testament to the power of good flavor, smart collaboration, and the reach of digital platforms. From a small idea during a global crisis to an international trend, FIX Dessert Chocolatier is a sweet reminder of what can happen when creativity and timing align just right.
Other POP! stories you might like:
‘Seen this film before?’: Filipinos express concern, feel déjà vu over Mpox emergency and Taal smog
POV of medical students on the controversy involving ‘medical influencers’
‘We were not informed’: Olympians Finnegan and Malabuyo address absence from heroes’ welcome
Newlyweds’ ‘unusual’ giveaway wins over the internet
Social media users weigh in on the live-action adaptation casting of Snow White
