We all know the terms Dubai chocolate and Labubu—they’ve been circulating online for a while now! But what’s the big deal about them and what are their downsides? Let’s dig deep to find out.

Both Dubai chocolate and Labubu have been trending on social media, but why? First of all, Dubai chocolate went viral on TikTok around late 2023, which led to a dramatic increase in demand for the sweet milk chocolate flavor. The chocolate shell is filled with pistachio cream and kataifi pastry, which is fried phyllo dough. When someone hears the name “Dubai,” they immediately think of luxury and splendor, which is what makes people willing to pay a mind-blowing amount for a single piece of Dubai chocolate. I mean, I can buy a Hershey’s bar for $1.99; what makes Dubai chocolate so special, other than its creamy filling? The answer: social media value. Its limited-availability status as well as influencer endorsements fuel a sense of exclusivity and demand. Knowing you can only buy Dubai chocolate through Deliveroo and Dubai Duty-Free makes people want to resell it for even more outrageous prices. Also, it turns out that social media influencers use it mostly for ASMR videos because of its distinct snapping sound and crunchy texture, furthering its popularity.

Now, what’s happening with Labubus? Starting as a fashion statement from Blackpink’s Lisa on her Instagram in spring of 2024, the mischievous grinning doll became popular with celebrity endorsements from Rihanna, Dua Lipa, and Kim Kardashian. The “blind box” collecting trend is also driving demand. The Southerner describes this trend as one “where buyers don’t know what kind of Labubu they’re getting until they unbox it.” The surprise and anticipation of this experience appeals to many customers, who are motivated by the possibility of getting a rare “secret” or “chase” figure. Specific collectibles are provided in low quantities, leading to their high demand. This whole process leads to the reselling of the doll for a much higher price. Similar to Dubai chocolate, TikTok and Instagram have made Labubus go viral with secret unboxing clips and collaborations with luxury brands. However, trends such as these generate a large amount of waste because they are often short-lived.

Both trends have been combined into one, creating a novelty food item: the Dubai Chocolate Labubu. When brands started to make Labubu-shaped molds for Dubai chocolate, the trend went viral on social media, representing the epitome of modern consumerism. In fact, people even started combining it with other trends to depict the materialism that this product signifies.

Dubai chocolate and Labubus—and their combination—display modern consumerism. Social media trends are driving a demand for luxurious food and products, which leads to sky-high prices, market disruption, and immense waste. These items demonstrate how digital attention can have significant economic impacts and reshape food markets. Furthermore, the increase in demand for pistachios in Dubai chocolate is resulting in a worldwide shortage of the green seeds and a rise in the chocolate’s cost. Additionally, Labubus are made of various synthetic products, making them harmful to the environment. The Dubai Chocolate Labubu serves as a crucial reminder that it’s time for us to ask about the real price of fulfillment and the long-term effects of a consumption-driven society.