Do you like chocolate?

Good, because it’s a topic that has taken the internet by storm.
Dubai chocolate has become 2024’s viral sensation, captivating global audiences with its unique recipe and exotic flavours. Originally emerging in the Middle East, this luxurious treat has quickly gained popularity among influencers and food enthusiasts worldwide. 

The magic of Dubai chocolate lies in its refined blend of butter-browned kataifi pastry, creamy pistachio, and rich melted chocolate, all encased in fine milk chocolate. Its rise to fame began in 2023, when a popular content creator from the United Arab Emirates shared an enticing video showcasing the dessert.

Within months, the video amassed millions of views, igniting a worldwide culinary craze. By 2024, Dubai chocolate had become a must-try indulgence for dessert lovers everywhere. 

Inspired by its success, numerous Romanian producers have begun crafting their own versions, adding a local twist to this global sensation. One of the names that have taken up this topic locally is Anyta Cooking, a local influencer specialising in cooking.

How do we know? Meet our Social Media Star Index

Our analysis using the Social Media Star Index tool revealed that Anyta Cooking ranked number one in social media activity within the cooking category for two consecutive months, August and September 2024.
This proprietary index offers an unprecedented unified view of social media activity, identifying the most – followed accounts and tracking their growth in near real-time.

Let’s also consider the insights from the InfluenceMe study

Loyalty is the only indicator that increased in 2024, and one in three consumers say they will continue using products or services recommended by influencers after viewing their campaigns. 

With regard to the category, the cooking sector experienced a rise in the “most wanted by consumers” indicator in 2024, an increase of 3 percentage points. This makes it, alongside technology, the category with the highest percentage growth in 2024 compared to 2023.

The study also revealed that, for urban internet users, influencers are still primarily seen as sources of inspiration, promoters of a healthy lifestyle, and educators.

Conclusion?

In 2024, influencer campaigns have made a significant impact in building brand loyalty. However, the influencer landscape is evolving quickly—sometimes day by day—and tools like the Social Media Star Index are invaluable, providing essential insights.

This index offers an objective assessment of influencers by analyzing their active platforms and areas of influence, automatically evaluating over 1,000 Romanian accounts. Flexible across markets, it also allows for tracking influencer performance against industry and category standards.

Economic and social activities have long depended on data, but the growing volume, velocity, variety, and value of data are now propelling a transition to a data-driven socio-economic model.
We view data as a valuable economic asset and are prepared to approach it from this standpoint.

Finally, which cooking influencers do you think will come out on top?

We’re betting on two Romanians who have started a local trend in their restaurant in Scotland with ciocoliva: chocolate filled with a combination of wheat and nut sweet. Ciocoliva was born out of their desire to change the Dubai chocolate trend with a home – grown Romanian influence.
Hope to see them in our index! 

Photo@Unsplash