The internet-famous Dubai chocolate bar is making its way to South by Southwest (SXSW) as part of the Museum of the Future House activation, bringing a taste of Dubai’s innovation and culture to Austin, Texas. From March 7-11, SXSW attendees can experience this treat firsthand, alongside an array of immersive exhibits and discussions led by Dubai’s Museum of the Future.
For those unfamiliar, this trendy chocolate bar features a rich pistachio filling encased in milk chocolate. While many versions exist, the original—crafted by Dubai’s Fix Dessert Chocolatier—will be available at the activation. Known as “Can’t Get Knafeh of It,” this edition stands out with its signature chocolate splatter design. The bars have gained global popularity, appearing in major cities like New York, Chicago, and Dallas, and now, they’re landing in Austin.
Hosted at Third Street and Congress Avenue, the Museum of the Future House offers a deeper look into Dubai’s status as a global hub for technology, art, and innovation. Alongside the much-anticipated chocolate bar, attendees can enjoy traditional chai demonstrations by Project Chaiwala and discussions on topics like artificial intelligence, space exploration, and the future of food. Featured speakers include Canadian astronaut Shawna Pandya and the UAE’s first astronaut, Hazza Al Mansouri.
Another highlight of the activation is “Earth Dreams,” an AI-powered digital artwork by renowned visual artist Refik Anadol. This mesmerizing installation transforms real environmental data into dynamic visuals, creating a one-of-a-kind immersive experience that blends technology and art.
“SXSW is a space where bold ideas come to life, and we’re excited to bring Dubai’s perspectives and flavors to the conversation,” said Majed Al Mansoori, Executive Director of the Museum of the Future.
Access to the Museum of the Future House is prioritized for SXSW badge holders, but the public may enter as space allows. Given the chocolate bar’s viral status, early arrival is recommended for those looking to get a taste.