Dubai’s Viral Kunafa Chocolate and Karak Chai Steal the Show at SXSW Festival in the US

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Visitors at Dubai’s Museum of the Future House at SXSW in Austin, USA

Dubai: The Museum of the Future House emerged as one of the most talked-about highlights at this year’s South by Southwest (SXSW) festival, captivating festival-goers in Austin, Texas. Long queues were a testament to the interest generated by the UAE’s remarkable presentation, which seamlessly blended cutting-edge technology with rich cultural heritage.

SXSW, a globally renowned event, celebrates the convergence of technology, film, music, education, and culture through a series of dynamic events held annually in Austin, Texas, this year running through March 1. The Museum of the Future House stood out with its immersive, AI-powered installations and thought-provoking panels, featuring astronauts Hazzaa Al Mansoori and Shawna Pandya among other notable speakers.

A grand gala dinner curated by Emirati Chef Maitha Tariq Warshaw hosted over 90 influential SXSW speakers, including SXSW Co-President and Chief Programming Officer Hugh Forrest, who expressed admiration for the Museum’s presence.

“It’s been incredibly popular. It fits perfectly with our overall theme of focusing on the future. I’m excited to see how we can build on this in the coming years,” said Forrest, highlighting the immense success of the UAE’s showcase.
One of the most impressive aspects for visitors was the UAE’s dedication to blending advanced technology with its deep-rooted traditions. “It feels like you’ve stepped into another world. It’s truly astonishing,”
said several attendees, in awe of the futuristic yet culturally rich experience.

Abdulaziz Al Jaziri, Deputy CEO of the Dubai Future Foundation, welcomed visitors to explore the Emirates and learn more about its innovative spirit and cultural treasures. “We invite you to visit Dubai and the UAE, a small country with big dreams. In just over 50 years, we’ve built something extraordinary, and we continue to look ahead toward an even brighter future,” Al Jaziri said.

However, what truly stole the spotlight were the viral culinary delights that have garnered attention across social media platforms, particularly the famous Dubai chocolate pistachio kunafa, a creation by FIX Dessert Chocolatier.

“I’ve always wanted to try this. It’s incredible,” said a delighted visitor. Sarah Hamouda, founder of FIX Dessert Chocolatier, shared her excitement: “We’re offering a true taste of Dubai. Our Pistachio Kunafa is a 300g bar filled with crispy kunafa and milk chocolate, topped with rich pistachios. It’s an entirely new flavor experience for people outside Dubai. Watching it gain international recognition has been amazing,” Hamouda said with enthusiasm.

The cultural experience was further enhanced by traditional Dubai flavors, including the iconic karak chai served by Project Chaiwala, a homegrown tea brand known for its aromatic and authentic tea blends. “We’re serving a traditional cup of chai from Dubai, brewed the authentic way in large pots with local spices,” said Ahmed Kazim, co-founder of Project Chaiwala, as he introduced visitors to this cherished beverage.

The UAE’s participation at SXSW has undoubtedly showcased the nation’s ability to fuse innovation with cultural pride, offering festivalgoers a glimpse into Dubai’s future while honoring its past.