In a world where viral food trends come and go in the blink of an eye, few creations have captured global imagination quite like Dubai Chocolate — a luxurious, silky confection that has taken social media, dessert enthusiasts, and even professional chefs by storm!

At the heart of this phenomenon is Chef Nouel Catis, the Filipino culinary innovator whose craftsmanship and imagination redefined what a single chocolate bar could represent. Long before his creation became a worldwide sensation, Chef Nouel had already established a reputation as a visionary in the culinary world. Trained in both classical techniques and contemporary dessert philosophy, he spent years refining his palate across diverse culinary landscapes, from local kitchens in the Philippines to highly competitive food scenes abroad. His passion for flavor, artistry, and cultural fusion eventually led him to create what many now call the “gold standard” of modern chocolate indulgence.

Today, Chef Nouel continues to evolve his craft, pushing boundaries while staying rooted in authenticity and creativity through exciting new creations and out-of-the-box collaborations. But behind the virality and the glamorous reputation are stories of experimentation, personal philosophy, unexpected challenges, and an unwavering commitment to excellence.

In our latest Yes, Chef! exclusive, The Beat Asia sat down with Chef Nouel as he opens up about his creative journey from his earliest influences to the evolution of Dubai Chocolate, offering deeper insights into the artistry, challenges, and future visions that shape his work. We’re unwrapping the inspirations that fueled his rise, the obstacles he overcame, and the mindset that allows him to continually innovate in a rapidly shifting culinary world.

A New Language of Dessert

Chef Nouel Catis grew up in Dipolog City, Zamboanga Del Norte, where the inspiration to become a pastry chef first came to be. He recalled how it was an instance with his mother that sparked his passion for sweets and confections.

“It began when I baked my first chiffon cake perfectly, and my mom acknowledged that it was even better than hers! From then on, we would watch Chef Jacques Torres on the Food Network together. I consider him my original inspiration in the world of chocolates. When I realized I couldn’t pursue medicine because I couldn’t stand the sight of blood, that chiffon cake moment became the light that guided me toward my career. It showed me exactly where I belonged.”

Chef Nouel shared that he didn’t immediately pursue culinary school at that time and took up Hotel and Restaurant Administration as an alternative path due to financial constraints. However, he never treated this as a setback but as an opportunity to learn more.

“I learned the craft through self-study, long hours, and discipline. Rising through the ranks meant sacrificing social and personal time. Kitchens demand everything from you when you’re just starting out,” he shared.

The “Flavor Architect” later on pursued work abroad, starting his journey in the United Arab Emirates in 2004, when he became the first Filipino pastry chef at the Burj Al Arab. He also experienced working in other luxurious properties around the world, including the Sofitel Resort and Spa in Fiji, the Westin Beijing Chaoyang in China, the Kuredu and Komando Island Resorts in the Maldives, and the Kempinski Ishtar Dead Sea in Jordan.

However, it was in 2016 that he came up with the dessert that changed everything when he was commissioned by a Kuwait-based brand to create a one-of-a-kind treat that would eventually be known as the Dubai Chocolate. This was a pivotal moment in his career, his breakthrough in the local dessert scene that has named him a trendsetting pastry chef in the Gulf region. His innovation also allowed him to build a reputation for transforming ideas into reality and become a go-to partner for homegrown entrepreneurs.

“Dubai Chocolate is the result of perseverance and commitment. I owe much of that to the brand that kept it alive,” he said. “The concept began with the idea of creating a chocolate bar that felt like a dessert, visually beautiful and Instagrammable. In any business, there’s an ideator and an innovator. I’m in the innovation business, and this opportunity aligned naturally. Kataifi has always been on my checklist when creating Arabic-inspired recipes, driven by my love for knafeh, which I consider the Middle Eastern version of the American cheesecake.”

For the uninitiated, the Dubai Chocolate is a milk chocolate bar filled with a sweet pistachio-tahini cream and a chopped filo pastry called kataifi. We asked the chef about his creative process in creating something as intricate as the Dubai Chocolate.

“I always start with a feeling: what do I want people to experience? For the Dubai Chocolate, it was nostalgia meeting modern Dubai. The original recipe was built with layers of Kinder Bueno, pistachio, kataifi, and tahina.”

“Ironically, the name 'Dubai Chocolate’ didn’t come from me. Consumers coined it, and now it’s inseparable from the city. It was simply about expressing creativity and making nostalgia be felt in every bite.”

The dessert was developed in 2021 and sold at FIX Dessert Chocolatier, but it wasn’t until 2023 that it went viral when a TikToker posted about it online, instantly creating a domino effect that has sent to chocolate bar into an overnight stardom.

“I was conflicted. I had always been behind the scenes, so I didn’t know whether to embrace the attention or stay quiet. It was overwhelming in the best way,” Chef Nouel shared on his feelings about the chocolate bar’s unexpected virality. “I believe the secret ingredient to capturing imagination is honesty. People can sense when a dessert comes from a real story or emotion. When the story is true, the flavor and visuals naturally follow. I stay rooted in heritage, culture, and genuine storytelling. Trends come and go, but truth remains constant.”

From there, the chef had gone off to incredible heights. He built his own bakery, Nifty Chef Bakehouse, in 2019, and even established his own brand, SNA’AP, which features a collection of city-inspired chocolates built on authentic flavors, elegant storytelling, and his heritage pâtissier identity. The chef described it as his tribute to the UAE.

Apart from developing new desserts, Chef Nouel has also pushed the boundaries of Dubai Chocolate through fantastic collaborations. We’ve seen the dessert take the form of gelato with Marcelo’s Microcreamery, as limited-edition treats at AF Hospitality’s signature brands, and as decadent desserts and beverages with The Matcha Tokyo.

When asked if he had a favorite collaboration so far, he replied, “All of my past collaborations have been meaningful and successful. Perhaps, the one with Krispy Kreme Philippines is a favorite because I really want as many Filipinos to have access to my creativity, and this is the best possible way. Also, anything that allows me to reinterpret classics through culture: gelato, luxury desserts, or even non-food brands.”

“Every collaboration teaches me something new. I always look for alignment in values, respect for the craft, and openness to creativity. I only say yes when it feels like a genuine exchange rather than a transaction,” he added. The chef also shared that his dream collaboration includes a global airline, a heritage luxury house, and Amaury Guichon. “Anything that celebrates culture and craftsmanship on an international stage,” he emphasized.

As for what’s next for the dessert innovator, Chef Nouel has plenty simmering, especially with his brand SNA’AP, which he plans to expand to more cities. Dubai may be its birthplace, but as he explained, it was always meant to travel. Most recently, he launched the Abu Dhabi Chocolate, a tribute to the capital and to the UAE, the place he now proudly calls home.

“I’m also working on new brands and concepts with exciting, Gen Z–forward flavor profiles, interpreted through modern techniques. There’s always something brewing. There will be more storytelling through food, more collaborations that celebrate culture, and new creations that push the boundaries of what dessert can be.”

He also hinted at upcoming partnerships with premium names like Warner Bros., along with new chocolate-led experiences designed to bring the Dubai Chocolate story to a global audience.

“I want to be known not just for its success, but for my craft as a whole,” he added, sharing his hope to create a dessert that feels deeply Emirati yet universally beloved — a new classic that honors the region in the same way Dubai Chocolate has.

From growing up in a small city in the Philippines to making waves on the world stage, Chef Nouel has mastered the art of creating, evolving, and sustaining a truly standout idea. And when asked what advice he would give to young chefs and entrepreneurs, he offered:

“Carry your roots with pride. Your story is your strength. Let it shape your creativity, and don’t rush the process. Growth takes time.”

To learn more about Chef Nouel Catis, visit his website or follow him on Facebook and Instagram.