THE NEW ENGINE OF DEMAND: TIKTOK

Image credit: The pistachio and kadaifi filling in Dubai chocolate has helped to create a global sensation © Beata Zawrzel/Reuters Connect

The Sweet Obsession That Shook Supply Chains Around the World

The story of Dubai Chocolate isn't just about a viral dessert; it's also about how people shop now. Platforms like TikTok have shortened the traditional marketing funnel to just a few seconds. Now, awareness, desire, and purchase can all happen in a single scroll. TikTok is mighty because it combines authenticity with the ability to reach a large audience through its algorithms. People watching don't feel like they're being sold to; they feel like they've discovered something. This culture of peer-driven referrals and recommendations makes content go viral on social media, especially when the product is visually appealing, niche, or indulgent, such as Dubai Chocolate. But the effects go beyond just marketing. Businesses must be prepared for the fact that digital demand is outpacing physical supply. A single viral video can put pressure on an entire value chain, from logistics and production to packaging, shipping, and even international distribution.

What This Means for Future Leaders in Business

The Dubai Chocolate craze isn't an exception; it's the new normal. This case also raises more complex questions that cross fields: How should businesses plan for the future in the age of social media and virality? How do cultural trends affect what people eat and how they brand luxury items? Our business students often work to answer these questions by using behavioral science and strategic analysis to determine what drives people's online behavior and how brands can respond in a responsible manner. Poor planning didn't make the world run out of pistachios. It ran out because the right person, on the right screen, at the right time, couldn't resist a beautifully made chocolate. That's not luck; it's the cutting edge of marketing. And the next wave of business leaders must be ready to lead in it.