Meet the man behind the Dubai chocolate craze: Filipino chef Nouel Catis

Tell us about your childhood. When did you know you wanted to become a chef, and how did you fall in love with desserts in particular?

I grew up spoiled by my mum’s cooking and desserts—she owned a restaurant when I was still a baby. I first explored cooking in high school, but it didn’t quite click. Then, I discovered baking—and it was magical. That moment sparked something in me. I fell in love with the harmony of science and art, and over time, my passion for desserts, bread and pastries only grew deeper.

How did the Dubai chocolate bar come together? What inspired the creation?

My role was integral in the development of the pistachio kunafa chocolate. In our WhatsApp correspondence, Sarah (Hamouda of Fix Dessert Chocolatier) expressed interest in forming a partnership with me to create a chocolate brand. I paid for the machines to make the chocolate and made the original recipes. [We agreed I was] to be a partner in the business. I also significantly helped design the FIX logo. I have been involved in creating desserts for years. Therefore, I was the primary person who curated and developed the flavours and contents of the recipe.

Before moving to Dubai, I worked at Kempinski Jordan, where I was introduced to a rich array of Arabic sweets. What truly stood out was knafeh nabulsiya—the original knafeh. Since then, I’ve often found ways to incorporate a knafeh element into my creations.

See also: What makes a great chocolate dish? We ask chefs and chocolatiers

The viral Dubai chocolate bar blew up on TikTok about three years after you launched it. What was your reaction?

I struggled with impostor syndrome for a long time, having grown comfortable working behind the scenes for various brands. When the hype around the Dubai chocolate started gaining momentum, I was overjoyed—but also uncertain about how to position myself, especially since the groundwork had been laid years earlier. Things began to shift when Sarah mentioned my name during her early interviews on Virgin Radio. That moment sparked media interest—not just in the product, but in me, my creative process, and the story behind it all.

Your Dubai chocolate has inspired countless imitations, and even other desserts inspired by the chocolate bar—so much so that The Financial Times cites the craze as the cause of a global pistachio shortage. How do you feel about these imitations?

I see imitation as the highest form of flattery. It doesn’t bother me—in fact, I’ve grown used to it. Many of the trendsetting desserts I’ve created in the region have been copied countless times. To me, that’s a sign I’ve done something right. I’ve learned to embrace it as motivation—a driving force that pushes me to keep innovating. It fuels my creativity.

As for shortages, I choose to see them as a positive indicator. When demand exceeds supply, it means you’ve created something people truly want. It opens the door for businesses to scale, boost production and generate new opportunities across the board.

Related: Inside the matcha mania: Why is your favourite green tea powder facing a global shortage?

What would you say is the key to creating a viral dessert in this day and age of social media? How has social media changed your approach to desserts, if at all?

The key is to design recipes with “Instagrammability” in mind—creating moments so visually striking and emotionally engaging that people feel compelled to capture and share them. The goal is to spark a sense of nostalgia or a memory worth remembering.

Social media has completely transformed the way I approach dessert creation. Today, it’s not enough for a dessert to simply taste good—it has to evoke emotion, look stunning and tell a story. Texture also plays a crucial role. We’ve moved past the era of one-dimensional desserts. Now, it’s about layering textures, playing with sounds and creating a full sensory experience.

What do you wish more people understood about what you do?

Innovation blends culinary experiences, childhood memories and originality—it’s about evoking emotions and meaningful moments, not just creating food.

Read more: Understanding the global cacao shortage and how it impacts the Philippines

What was your favourite dessert growing up?

Definitely kakanin—especially my mom’s cassava cake and biko.

What are some of the biggest lessons you’ve learned along your journey as a chef?

There’s no shortcut to success—you can’t fake skill or passion. Your creations reflect your dedication, experience and authenticity. Staying humble and open to improvement is key.

What is one of the biggest challenges you encountered in your career, and how did you overcome it?

Self-doubt was my toughest challenge. Overcoming it meant facing my internal struggles honestly, taking ownership of my journey and consistently reflecting to grow stronger.

What advice can you share with other young chefs, especially Filipino chefs, looking to break into the industry?

Stay humble and authentic—find your unique voice. It’s fine to look up to others, but carve your own path. Your own story and identity are what will truly make you shine.

See also: Meet Ramon “Chinchin” Uy, Jr: the man behind Slow Food Negros

As a chef—and a pastry chef in particular—what are your thoughts on the global cacao shortage, as well as the dark realities of the cacao industry like economic exploitation and deforestation? How can we better support cacao farmers and cacao farms?

As a chef and someone passionate about chocolate, I deeply respect cacao farmers—they’re truly the heart of our industry. The global shortage and underlying issues like unfair wages and environmental damage remind us that chocolate is a luxury dependent on human care and nature’s generosity.

Supporting ethical sourcing and initiatives like fair trade, direct trade or traceability programs is crucial. Choosing chocolate brands committed to responsible practices and farmer empowerment can significantly improve lives. As chefs and consumers, our awareness, conscious purchasing and active support for sustainability are vital to building a more positive and humane cacao industry.

Any future plans you can share? 

My initial collaboration with AF Hospitality opened many exciting doors. It’s always been my dream to share my [success in the Middle East] with the Philippines, so I’m thrilled about several upcoming partnerships and new product launches in Manila. Sna’ap will also be locally available in the Philippines within the next few months, bringing our signature chocolate experience closer to home.

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