TikTok Trends and Their Effect on Consumer Spending in Egypt

TikTok has become more than just a social media app— a driving force behind consumer trends and spending. From viral desserts to the revival of nostalgic products, Egypt’s market is experiencing a transformation powered by TikTok moments. A dessert in Dubai—a chocolate bar created by Fix Dessert Chocolatier—caught the internet’s attention, thanks to TikTok. These chunky bars became an instant hit, driven by a viral ASMR video of food influencer Maria Vehera enjoying one in her car.  With over 56 million views and countless spin-off videos replicating the bars or reviewing them, Fix’s chocolate bars evolved from a niche product into a cultural phenomenon. Sarah Hamouda, a British Egyptian entrepreneur, launched Fix in 2021 as a side hustle inspired by her pregnancy cravings. For her, it was never just about selling chocolate—it was about creating an experience.  That experience, like so many others, was supercharged by TikTok’s algorithm, propelling Fix’s creation from a local Dubai sensation to a global trend. As the chocolate bars gained popularity, similar creations appeared in Egyptian dessert shops, demonstrating TikTok’s ability to transcend borders and reshape consumer preferences.