For anyone who has spent as little as six months in Dubai, whether for an extended vacation or starting over like many do, one thing quickly becomes hard to ignore: the prevalence of certain foods and flavours. Across neighbourhoods, menus, and delivery apps, the same things start to take over in unison.
In 2024, the question wasn’t if you drank matcha. The question was “Have you tried the new matcha spot that opened in Jumeirah?” To which, the only reasonable answer was, “Which one?”
Then came the pistachio craze. They say, “If it isn’t broken, don’t fix it,” but FIX Dessert Chocolatier (pun intended) proved that even the most familiar flavours can take on a new life when done right. The brand took one of the most universally loved indulgences and reimagined it in a way that activated every sense at once. The worldwide FOMO was real.
Much of this comes down to the power of the internet. If just one viral video pauses enough thumbs mid-scroll, the entire city is rethinking its menus. If last year was about girl math, perhaps it’s time to talk about internet math. What happens when social media algorithms mobilize an entire city?
If that was the cycle, what’s starting to surface next?
Hōjicha
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Hōjicha is quietly claiming space on café menus across the city. A Japanese green tea roasted over high heat, it has a distinctive brown colour and a subtly sweet flavour that feels more palatable for some. Unlike matcha, it is naturally low in caffeine, making it perfect for those who have made a habit of late-night café runs but are looking for something gentler without a buzz.
Hōjicha can be enjoyed traditionally by being steeped like loose-leaf tea or as a latte. Its warm, roasted nut profile sits well with creamy milks and is effortlessly complemented by vanilla or cinnamon notes. As Dubai continues to increasingly become conscious of balance and wellness, hōjicha is a nervous-system-friendly alternative with genuine health benefits that’s also aesthetic enough to become another city-wide moment.
image via @avantchatea
AVANTCHA Tea Bar & Shop
AVANTCHA Tea Bar & Shop has long positioned itself as a reference point for modern tea culture in Dubai. Known for its high-quality loose-leaf teas sourced from regions like Japan and China, it offers rich hōjicha with notes of caramel as part of its café-style menu. For those who want to continue the ritual at home, organic hōjicha powder is also available for purchase.
image via @maison.chacha
Maison Cha Cha
Located just minutes from the Burj Khalifa, Maison Cha Cha is a matcha bar and all-day café that is among the places introducing Hōjicha to wider audiences. Their oat-milk hōjicha latte, lightly sweetened with honey, sits alongside a menu built around creative matcha culture, with all their ceremonial-grade teas being sourced directly from Shizuoka, Japan.
image via @otaku.eatery
OTAKU
Nestled in the heart of Dubai’s Design District, OTAKU blends Japanese minimalist aesthetics with earthy, natural tones and subtle industrial details, anchored by a steel counter at the centre of the space. Their hōjicha latte —available hot or iced — is lightly sweetened with agave syrup. For something richer, their hōjicha cream builds on the same base, topped with a cream made from cheese, milk, and condensed milk.
The Dubai Chewy Cookie
FIX Dessert Chocolatier walked so that the Dubai Chewy Cookie could run. Off the back of their viral “Can’t Get Knafeh of It” chocolate bar came South Korea’s latest obsession: jjondeuk, which literally translates to ‘chewy’ or ‘sticky’.
The pull-apart dessert is stuffed with molten pistachio cream and butter-fried kunafah (kataifi), creating a contrast that is crunchy, sticky, and intentionally rich. This is encased in a thick, dark chocolate marshmallow layer before being dusted in cocoa powder. Like FIX before it, the dessert was made for the camera – the dramatic stretch, the kunafa reveal, and just enough crunch to make it satisfying to watch.
If the pattern holds, we’ll see an influx of cafés putting their own spin on it now that it has officially landed in Dubai.
image via @gato.dubai
Gâto Bakehouse
Located in Dubai Creek Harbour, Gâto Bakehouse is a Korean café and bakery that leans heavily into aesthetics, both through design and offering. Their flower-shaped tables, cushioned bench seating and soft colour palette set the tone for a space that feels calm and considered. The place stands as one of the only places offering the Dubai Chewy Cookie, alongside a menu of other Asian-inspired desserts.
image via @chichaco.ae
Chicha Bakehouse
For those who prefer the dessert to come to them, Chicha Bakehouse takes a different approach. With no physical storefront, the brand delivers their Dubai Chewy Cookie straight to customers via delivery apps including Keeta, Deliveroo, Talabat, Noon, and Careem, as well as through their website with next-day delivery. And yes, this is across all Emirates.
Juicy Patty Comeback
Over the past year, smash burgers were Dubai’s answer to comfort. The thin, crispy-edged patties were deeply satisfying, fast and easy to crave. But in a city wired for more, whether in layers, toppings, or flavours, it’s no surprise that for some, chefs included, attention is beginning to shift elsewhere.
While smash burgers are still very much in rotation with new spots continuing to open around the city, the pace has noticeably slowed. What once felt like an explosion now feels settled. In their place, thicker patties signal a move away from quick cravings toward meals that ask people to sit down, slow down, and commit to the experience. These burgers lean into substance, restoring the bun-to-patty ratio with fuller, more indulgent bites. And really, who are we kidding? Less isn’t always more. In a city like Dubai, it certainly doesn’t have to be.
image via @orfalibros
Orfali Bros
Orfali Bros Bistro has long been one of Dubai’s most respected homegrown success stories. Located in Wasl 51, the restaurant has earned top rankings on the World’s 50 Best Restaurants list and is Michelin Guide-recognized.
Their OB Cheeseburger is a quiet standout, featuring wagyu beef with a charred exterior, grilled onions, a Hokkaido bun, and their signature sauce.
image via @theguilddubai
The Guild
Located in DIFC, The Guild offers a more considered take on the burger. With an open wood-fire kitchen at the centre of the space, guests can watch dishes come together as they dine. Their dry-aged burger leans into a thicker, juicier patty, paired with caramelised onions and melted Taleggio.
While there are still those who swear by matcha daily and pistachio continues to sit on menus around the city, when a specific ingredient, drink, or dish appears nearly everywhere, it is only a matter of time before people start craving something else. Dubai’s culinary landscape follows the same rhythm. What goes up eventually comes down.
One can’t help but wonder which creator, café, or restaurant will spark the next wave that spreads across Dubai. It all traces back to that same internet math. In this case, only time will tell.
