Dubai-style chocolates march east

Crunchy treat looks ready to win over Japan after becoming a hit in South Korea

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The main selling point of Dubai-style chocolate is its crunchy texture, which is created by using dried kadayif noodles.(Photo by Miyu Kaji)

MIYU KAJI, Nikkei staff writer

TOKYO -- A new trend in sweets is marching east, as Dubai-style chocolates arrive in Japan via South Korea.

This style of chocolate is said to have originated in the United Arab Emirates and is made by crushing dried kadayif noodles and coating them with chocolate. The distinctive crunch it makes has sparked a recent social media trend in which people noisily enjoy the treat.

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