From Dubai’s Viral Sensation to Filipino Flavor King: Chef Nouel Catis’s Sweet Homecoming

Ever scrolled through your social media feed and stopped dead in your tracks, mesmerized by a dessert so utterly decadent, so visually stunning, you just had to know more? Chances are, you’ve encountered the legendary Dubai chocolate pistachio bar. It’s been everywhere, right? Well, today, we’re diving deep into the mind of the culinary genius behind that viral sensation: Filipino chef Nouel Catis. But here’s the exciting part: his journey isn’t just about conquering global taste buds. It’s about a heartfelt return to his roots, bringing his exquisite creations home to the Philippines through a series of absolutely unforgettable collaborations. Get ready, because your dessert cravings are about to go into overdrive!

The Journey of a Sweet Visionary: A Culinary Star’s Rise

Humble Beginnings, Global Dreams

Every great story has a beginning, and Chef Nouel Catis’s is as inspiring as his desserts are delicious. Can you imagine a young Nouel, hustling his mother’s baked goods at school in Dipolog? That’s where the magic truly began, a testament to his innate entrepreneurial spirit and a childhood steeped in the joy of home-baked treats. This early spark led him to pursue a degree in Hospitality Management at UP Diliman, a pivotal step that opened doors to the demanding yet rewarding world of hotels. Not one to rest on his laurels, he sharpened his craft further, diving into advanced pastry studies at the prestigious French Culinary Institute. Talk about building a rock-solid foundation for a future empire!

Dubai’s Golden Touch: Crafting Viral Sensations

In 2009, Chef Catis made a bold move, relocating to the glittering city of Dubai. This wasn’t just a geographical shift; it was a leap into a culinary playground where innovation thrives. He quickly made his mark, even working at the iconic Burj Al Arab, a luxury hotel synonymous with unparalleled grandeur. It was here that he truly honed his skills, transforming from a talented chef into an industry powerhouse. His true rise to global fame, however, ignited in 2021 when he introduced the now-iconic Dubai knafeh with FIX Dessert Chocolatier. Taking a traditional Middle Eastern dessert and infusing it with his unique touch? Pure genius! Today, he’s at the helm of his own brand, SNA’AP, where he not only continues to perfect his famous chocolate bar but also reinterprets new, exciting global flavors. Think Manila Ube Baklava and Fukuoka Strawberry – it’s a passport for your palate!

A Homecoming of Flavors: Nouel Catis Embraces Filipino Heritage

This year, much to our delight, Chef Catis brought his extraordinary talent back to the Philippines. But it’s not just about showcasing his creations; it’s about a deep, personal connection to his roots. He’s been collaborating with an impressive lineup of local brands, each partnership exploring fresh, imaginative ways to transform the essence of his famous chocolate bar into new dessert forms. These creations aren’t just delicious; they’re steeped in nostalgia, drawing from cherished childhood memories.

In a charmingly candid interview, the chef even joked that these local collaborations gave him a great “excuse” to fly home regularly. But beneath the playful banter lies a profound intention. He eloquently explained his true mission: to honor his Filipino heritage and give back to the community that shaped him.

“Making the products accessible to the whole country,” Catis shared, “it’s a way for me to travel to the Philippines without traveling. So I just want to return the favor to the community, to the Filipinos, that when I’m done overseas, I also want you guys to try it here in the Philippines.” What a beautiful sentiment, wouldn’t you agree? It’s about bringing world-class flavors right to our doorstep, celebrating Filipino talent on a global stage, and then sharing that success right back home.

Delectable Duets: Chef Catis’s Stellar Philippine Collaborations

AF Hospitality: A Culinary “Dessert Passport” Adventure

Chef Catis’s very first local collaboration kicked off with the renowned Amado Forés’s restaurant group, AF Hospitality. This wasn’t just one dessert; it was a triple threat! Imagine hitting three incredible restaurants, each offering a unique take on the Dubai chocolate bar concept. At a mano, you could indulge in a luxurious Dubai Chocolate Soft Serve. Ramen Ron delighted diners with a surprising yet delicious Dubai Chocolate Mochi. And at Steak & Frice, a dreamy Dubai Chocolate Crepe awaited. This limited-time collaboration, running from April to June, even featured a fun “Dessert Passport” quest. Customers collected stamps for each dessert, and those who completed the gastronomic journey across all three restaurants were rewarded with Catis’s coveted SNA’AP signature chocolate bar. Talk about a sweet adventure!

But this partnership wasn’t just about indulgence; it had a deeper purpose. A portion of the proceeds from these exquisite desserts went directly to MAD Travel’s AgroForestry Program, offering vital support to Dumagat cacao farmers. It’s a wonderful example of how culinary artistry can truly make a difference.

Churning Dreams with Marcelo’s Microcreamery

From chocolate bars to delightful Filipino scoops, Chef Catis also brought his flair to the world of ice cream through a collaboration with Marcelo’s Microcreamery, debuting at ICEGEX 2025. This ice cream collection features flavors directly inspired by his celebrated chocolate bars: think Pistachio Kunafa Chocolate, Ube Baklava, and Strawberry Fields. Each pint, priced at P469, is currently available at The Marketplace, with wider distribution soon expanding to Robinsons and Shopwise. What makes Marcelo’s Microcreamery the perfect partner? They are renowned for their incredible ability to infuse local, unique twists into their flavors, steering clear of the classic ice cream combinations. Their previous lineup of creative Pinoy-inspired delights, such as Latik-Latik, Bilo-Bilo, Manga’t Suman, Chocolate Champorado, Ube Macapuno Champorado, and Inutak, perfectly showcases their adventurous spirit.

Golden Partnership: Crafting Excellence with Auro Chocolate

In a significant long-term partnership, Chef Catis teamed up with Auro Chocolate, the award-winning Davao-based chocolatier celebrated for directly sourcing its cacao from Filipino farmers. This collaboration is a game-changer: Auro is now manufacturing the SNA’AP chocolate bars! This includes an exclusive ube baklava variant, crafted with Auro Chocolate’s rich 42% milk chocolate. It’s a match made in culinary heaven! Even SNA’AP’s iconic first creation, the signature Dubai Chocolate bar, now uses the same exquisite Auro milk chocolate, filled with pistachio and kunafa, with Auro’s expertise helping to refine the recipe even further.

These beautiful bars come in a compact, square box, perfect for gifting or a personal treat. Each bar costs P575, while a special Manila + Dubai Chocolate gift set is available for P1,150. You can find these luxurious treats at Kultura stores, Auro Cafés, and conveniently online through Auro’s official website and Lazada. Indulgence has never been so accessible!

Khaiba: A Fusion Feast for the Senses

Get ready for a unique dining concept that truly pushed boundaries! Khaiba, a pop-up dining experience, beautifully blended Filipino nostalgia with compelling Middle Eastern influences. The name itself is a clever play on words: from the Filipino word kakaiba (different) and the Arabic word khaiba (surprise). This special event brought together Chef Sonny Mariano, who masterfully led the savory side with Filipino dishes infused with Mediterranean touches, and Chef Catis, who crafted desserts with his signature Dubai-inspired flavors. The menu was a symphony of tastes, pairing Mariano’s twelve savory creations with Catis’s dazzling desserts. Imagine indulging in “Habibi, I’ve Come from Dubai,” a rich chocolate cake with pistachio and Davao chocolate frosting, or the equally tempting “Habibi Cake,” inspired by his signature chocolate. Then there was “Honey, Mangga, Please,” a mango cake featuring coconut cream, graham crumble, and caramelized cashews. Chef Catis also presented a creative halo-halo dessert built around ube cheesecake and pandan-evaporada milk, alongside Dubai Chocolate Profiteroleros boasting a pistachio-kunafa crunch and a luscious Milo sauce. This extraordinary experience was presented at The Balmori Suites Chef’s Table, Powerplant Mall in Makati, from June to July, leaving diners utterly captivated.

Krispy Kreme: Doughnuts That Take You on a World Tour

Who doesn’t love a doughnut? Chef Catis’s latest collaboration saw him reimagining his viral chocolate sensation into a delightful beignet-style doughnut and drink collection with none other than Krispy Kreme! This ingenious collection brings the vibrant flavors of Dubai, Manila, and Japan all into one sweet experience. At the launch, Chef Catis perfectly encapsulated the spirit of this partnership: “I want them to feel like they’re traveling to Dubai, taking a stopover and back in Manila, then going to Japan again and back to the Philippines. So I just want you to feel the different flavors and also how craftsmanship can make you happy.” How cool is that? It’s a culinary journey without needing a passport!

He even shared a fun tidbit, revealing that he previously worked at a doughnut company, giving him invaluable experience in crafting these beloved pastries. The doughnut trio includes the decadent Dubai Pistachio Kunafa, adorned with a pistachio-kataifi edge; the delightful Manila Ube Baklava, generously filled with ube baklava cream and topped with cashew-kataifi; and the whimsical Fukuoka Strawberry Fields, boasting a cheesecake and strawberry filling with crunchy Biscoff crumbs. Prices for these dreamy doughnuts start at P200. To complement your sweet treat, there’s also the refreshing Dubai Pistachio Iced Mocha Latte, made with real pistachio nuts and kataifi, starting at P270.

And here’s another reason to love this collaboration: Chef Catis proudly shared that some ingredients are sourced locally. “We’re combining different supplies of these ingredients to help the local industry. We are rolling ingredients that are also sourced locally,” he explained. It’s a win-win, supporting local communities while delivering world-class flavors. This exciting collection was released in November and will be available until December 31 at Krispy Kreme physical stores and via delivery, so don’t miss out!

Miele Innovation Series: German Precision Meets Filipino Heart

Chef Catis’s versatility truly shines in another recent local project: a pop-up collaboration introducing the Miele Innovation Series with Miele, the renowned German manufacturer of home appliances. This unique partnership resulted in an exclusive dessert line that beautifully blends German culinary tradition with distinctive Filipino influences. It’s a masterful fusion!

The lineup includes The Green Forest, Catis’s ingenious take on the classic Schwarzwälder Kirschtorte (black forest cake). This creation transforms his signature chocolate into a sophisticated pastry, featuring his original pistachio-kunafa spread. Then there’s the elegant Miele Honey Cake, drawing inspiration from both the classic Apfelstrudel (apple strudel) and Bienenstich (bee sting cake). It harmoniously combines Catis’s Filipino heritage with Miele’s German tradition, all while retaining the company’s iconic honeycomb design. Lastly, proving his expertise extends far beyond chocolate, the Barako-Dalandan Torte is a tart that showcases his years of experience with Middle Eastern techniques. This tart is a delight, comprising a hazelnut shortcrust pastry, rich Barako ganache, and a luscious toffee-dalandan caramel. The Miele Innovation Series launched last October, with the pop-up open to the public at the Miele Flagship Showroom in McKinley, BGC, until November 24. A true culinary journey!

The Matcha Tokyo: A Green Tea Dream with a Chocolate Twist

For all you matcha lovers out there, Chef Catis has something special for you too! His collaboration with The Matcha Tokyo brings forth a collection that expertly marries his inventive spirit with the beloved Japanese green tea. Imagine sinking your teeth into a Matcha Butter Mochi infused with pistachio kunafa, priced at P290. Or perhaps you’d prefer the delightful combination of a Dubai Chocolate cookie with Matcha Soft Serve for P550. And for cake enthusiasts, there’s the exquisite Habibi Matcha Cake, a chocolate cake with a refreshing matcha twist, available for P420 per slice or P1,200 for a whole cake.

The drink lineup also elegantly connects Dubai’s innovative desserts with Japan’s traditional tastes. You can sip on a sophisticated Matcha Dubai Chocolate Latte for P395 or enjoy a delicate Hojichai with Langue de Chat for P295. These irresistible food and beverages are available across The Matcha Tokyo’s various branches, including Opus Mall, Ayala Vertis North, Robinsons Magnolia, Lucky Chinatown, SM Mall of Asia, SM Fairview, Parwal Mall, SM Clark, and Mitsukoshi BGC. So many options, so little time!

What’s Next for the Culinary Maestro?

Chef Nouel Catis isn’t just a chef; he’s an artist, a storyteller, and a true culinary ambassador. His journey from a young boy selling baked goods in Dipolog to a globally recognized chef, whose creations inspire viral sensations, is nothing short of remarkable. What’s truly inspiring is his unwavering commitment to his Filipino heritage, weaving it into every new flavor and every thoughtful collaboration. He’s proving that with passion, innovation, and a touch of homegrown heart, Filipino talent can truly shine on any stage.

So, the next time you see that mesmerizing Dubai chocolate pistachio bar, remember the man behind the magic. Remember his journey, his dedication, and his sweet homecoming. Better yet, go out and try one of these incredible collaborations yourself! Because Chef Catis isn’t just selling desserts; he’s selling an experience, a memory, and a taste of global Filipino pride. What a time to be alive, and what a delightful world he’s creating, one delicious bite at a time!

Alessandria Corral/

Alessandria Corral is an intern studying Bachelor of Arts in Speech Communication at the University of the Philippines Diliman.