You’ve likely seen one of the many unboxing videos showcasing those hefty chocolate bars packed with rich, textured fillings in unique flavors. This global sensation, known as the ‘Dubai viral chocolate,’ is exclusively sold in Dubai with no official distributors outside the city, yet it has still managed to reach international markets. Each bar is priced at AED 68.25 (about PHP 1,050), but in the Philippines, the cost nearly doubles. Imitations and more affordable versions have begun to pop up, significantly shaking up the chocolate scene worldwide.
The sweetest part is that it was developed by a Filipino chef. Nouel Catis revealed that he was approached by Fix Dessert Chocolatier in 2021 to create the chocolate bar recipes. However, it wasn’t until this year, after a TikToker posted about the products, that the craze really took off. The last three flavors Chef Nouel created for Fix were released as a limited edition in April. Since then, Chef Nouel has parted ways with the company and is no longer associated with the brand.
“It’s just one of the things that I can do,” he states. For Chef Nouel, whipping up food concepts is just another day at the office. He has been crafting dazzling desserts since the early days of his career as Chef Nouel Omamalin. I’ve been able to follow his journey because we’re both graduates of Hotel & Restaurant Administration from UP and have been Facebook friends. Our first post-college catch-up was in 2010 when I interviewed him for an article in the newspaper, Manila Standard.
My 2010 article about Chef Nouel. Published in Manila Standard.
He regaled me with his adventures working at some of the most prestigious properties around the world, including the Burj Al Arab in Dubai, 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. As a pastry chef, he was tasked with captivating VVIP clients with desserts. Among those he has catered to are Nicole Kidman, Hugh Jackman, Ivana Trump, the Murdochs of Fox Network, former Prime Minister Tony Blair, and the Turkish President.
Chef Nouel presents a glimpse of his out-of-the-box ideas in “Nouel’s Nifty Chic Baking: Original Baking Ideas to Impress,” a book he published in 2017, which is available on Amazon. He was also a contributor in three other books: “The New Filipino Kitchen” is a collection of 30 recipes and stories from expat Filipinos including the White House executive chef Cristeta Comerford; “Come Together: The World’s Finest Chefs” is a compilation of over a hundred recipes from 84 renowned chefs from 31 countries, majority of whom are Michelin star holders; “Cuisinero – Taste the Philippines” features him alongside another Filipino chef, John Buenaventura. The eBook contains 50 recipes of reinvented Filipino desserts from Chef Nouel.
He has always been very generous with his knowledge. He conducts baking lessons every now and then. At one point, I remember him flying to Singapore to hold a masterclass at the All Spice Institute. Four years ago, he delivered a TEDx talk at Amity University Dubai entitled “Cooking Someone Else’s Dish”.
Photo from Nouel’s LinkedIn
The UAE has been Chef Nouel’s home for almost two decades, but he always finds time to vacation in the Philippines and connect with his roots in Dipolog City. I’m grateful that he never fails to fit me into his busy schedule. Every conversation with him is a gift, always insightful. But no matter how serious the topics, we always end up laughing!
During one of his visits several years ago, I invited him for merienda at Milky Way Café along Arnaiz Avenue. Weeks after our get-together, he sent me photos of his creations inspired by the Halo-Halo and Guinumis that we enjoyed. His work was so flawless and meticulous—I was totally blown away!
Chef Nouel’s version of Halo-Halo – inspired by what he had at Milky Way Cafe – is composed of the following layers: coconut shortbread cookie, ube mousse, macapuno custard, leche flan, mung bean micro sponge, and sweetened red bean
Milky Way Cafe’s guinumis was the muse for Chef Nouel’s concoction of opalys shell and coconut mousse, coconut biscuit, palm sugar jelly, coconut-sago opalys mousse, and toasted pinipig
Even during the pandemic, we were able to stay in touch, thanks to Zoom. For my lockdown birthday, he graciously indulged me with a demo on a pretend TV show that I playfully produced. He taught me how to bake the easiest chocolate cake, making sure it was as simple as possible (including minimizing the number of utensils to cut down on dishwashing). He also shared a ton of tips. If you want to give the cake a try, click here.
Chef Nouel’s last employment stint was as an in-flight chef of the first-class section of Etihad Airways. The extensive travel and exposure to diverse cultures proved to be invaluable as he ventured into his own business. As an entrepreneur, it has not always been smooth sailing. Like any business owner, his path was peppered with pauses, pivots, and iterations. As the latest chapter of his career unfolds, he has decided to use his mother’s family name, so he is now known as Chef Nouel Catis. More than a branding move, it serves as a tribute to the person who sparked his passion for baking. That love has never wavered.
Listening to Chef Nouel now, I would say that he’s in his most courageous and confident era. He has been putting a lot of emphasis on being intentional—about how he uses his precious time, the people he works with, and what he agrees to. He’s setting firm boundaries and standing his ground on what he wants, focusing on taking better care of himself both physically and mentally. He’s now committed to getting enough sleep and proper nutrition, understanding that it’s essential to sustain his busy schedule. Despite his full calendar, he makes time for silence, to be alone, and recharge. “I’m not forcing things to happen because when you force it, it becomes a mess, that’s what I’ve learned,” he points out as we chat over a spread of kakanin at Mesa in Rockwell. He believes that radiating the right energy and staying aligned with one’s authentic self will attract what’s truly meant for him.
In May, Chef Nouel Catis was honored by The Global Filipino Magazine for his significant contributions to the culinary world and his efforts in promoting Filipino cuisine on a global scale. He was named the Emerging Global Filipino Icon for 2024 at the fourth edition of The Global Filipino Icon Awards, held at Dusit Thani Dubai.
Photo from The Global Filipino Magazine
“I think this is the moment for me. I’m on the right path, it’s my time, I don’t want to waste it,” he declares as he adds more goals to his list. He has been diligently exploring the many opportunities opening up for him, meeting with potential collaborators, business partners, and investors; and looking into how he can create more million-dollar dessert magic. He continues to serve his consultancy clients while developing new products to launch under his own label. Oh, so much to look forward to!
To stay in the loop about his activities, visit www.chefnouelcatis.com or follow @chefnouel on Instagram and @chef.nouel.catis on TikTok.
Launching soon from Chef Nouel Catis, who developed the recipes for the OG viral Dubai chocolates
