07/06/2026

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theSunday Special IV ON SUNDAY JUNE 7, 2026

Once a garnish on Middle Eastern sweets, the humble green nut has munched its way into Malaysian fare... and palates are loving it Going nuts: How pistachio came to be the most wanted flavour

BY HARITH KAMAL newsdesk@thesundaily.com

I t starts with a crack. A chocolate bar splits open and out oozes a vivid, unmistakably green filling – pistachio cream cushioned in shredded kataifi pastry. The camera catches every slow, deliberate pull. The video goes viral. And somewhere in Malaysia, a queue forms. That, in essence, is how the pistachio boom arrived. Not with a whisper, but with a very well-lit reel. What was once a niche, slightly posh nut reserved for Middle Eastern sweets and high-end confectionery has deliciously found its way into Malaysia’s dessert mainstream, turning pistachio from garnish into headline act. Today, it is folded into croissants, cromboloni, cakes, lattes and even savoury mains, becoming above all else, a shorthand for one thing: premium. The boom did not happen overnight. It crept in over several years, powered by social media virality, imported dessert trends and a growing appetite among Malaysian consumers for “upgraded” flavours that feel a notch above the usual chocolate or vanilla. But to understand its rise, the trail leads back to the sun-soaked, luxury driven dessert scene of the Middle East – Dubai, in particular. The chocolate that started it all Industry observers point to the viral surge of pistachio-filled kunafa chocolate, widely dubbed “Dubai chocolate”, as the turning point. The confection, milk chocolate wrapped around pistachio cream and shredded kataifi pastry, was first

The nut’s distinctive green hue has made it particularly popular on social media, helping pistachio-forward desserts stand out in Malaysia’s competitive café scene. – SUNPIC

But is it really pistachio? That brings up a question increasingly doing the rounds – is what most Malaysians are eating actually pistachio, or simply flavouring and green colouring dressed up to look the part? Early versions of local pistachio products relied heavily on imported paste that drove prices up. More recently, cheaper alternatives have emerged although many, according to consumers and industry insiders, rely on blended nuts, artificial flavouring or colouring to mimic the signature green profile. Candid about the problem “Sometimes, it’s disgustingly green, almost radioactive. It should just be a nice, milky green colour. “And the pistachio taste, there’s a reason it’s expensive. A lot of what’s in the market now just tastes overly sugary, with flavouring.” For most consumers, however, the distinction does not seem to matter much. The appeal of pistachio today goes beyond the nut itself. It is the creamy texture, the rich flavour and perhaps most importantly, the look – that signature green hue, instantly recognisable on a social media feed, helping desserts stand out in an increasingly crowded café scene. The green wave rolls on Love it or loathe it, pistachio looks set to stay, sitting comfortably alongside salted egg, Biscoff, cheese foam and matcha as part of Malaysia’s broader viral flavour economy, in which ingredients rise fast, peak loudly, and are ultimately tested by how long consumer curiosity lasts. In an age when food is often photographed before it is eaten, pistachio has found the sweet spot between taste, aesthetics and novelty. From Middle Eastern-inspired eateries to high-end chocolatiers, all the way to neighbourhood bakeries chasing the same green wave, its reach only seems to be expanding. What was once a supporting note has, at least for now, stepped firmly into the spotlight. And it does not look ready to leave the stage anytime soon. The pistachio cromboloni – flaky pastry meets luscious pistachio cream – has emerged as one of the most popular vehicles for Malaysia’s favourite new flavour. – PEXELSPIC

holding its ground. It is now being mentioned in the same breath as the so-called “four horsemen” of viral toppings – Nutella, cheese, Biscoff and Oreo – with some even suggesting it may be the newest entrant to that unofficial hall of fame. Malaysians, predictably, are divided “Honestly, I don’t get the hype. It’s just another trend and most of it tastes overly sweet,” said Nur Jaslinda, 27, adding that many pistachio desserts “barely taste like nuts anymore.” Others, however, are well and truly hooked – including, the writer must confess, himself. “It’s addictive. The texture, the creaminess, it feels like a proper indulgence,” said Imran Farhan, 28. “It’s so distinct compared with other nuts, especially in desserts. “Hazelnut, for example, is often tied to Nutella, and over time, it just feels ordinary. Pistachio still stands out. Whenever I see it on the menu or a new promotion, I’ll always go and try it.” From chocolate bars to, well, everything Pistachio has long since spilled beyond the chocolate aisle. Cafes now fold pistachio cream into croissants, doughnuts, cheesecakes and tarts, while beverage chains have introduced pistachio lattes and milk-based drinks. In 2026, it is increasingly difficult to find a trendy Malaysian restaurant without some pistachio-forward item on the menu. Some establishments have pushed even further, experimenting with pistachio pesto and nut-crusted meats while recent social media trends have seen it creeping into savoury territory, including ayam gepuk -style dishes in which cashews were once the standard, and marinades featuring pistachio based sauces. “Right now, pistachio is one of the biggest menu trends in cafés,” said Aiman Danial, 29, a barista at a café in George Town, Penang. “But it’s expensive, so a lot of places don’t actually use pure pistachio paste. Some use blends or flavouring.”

popularised by boutique chocolatiers in the UAE before detonating across social media. Videos of the bar being snapped open to reveal its vivid green centre fuelled global demand, and by late 2024, imported versions had reached Malaysian shores. Some retail outlets reportedly priced them at over RM140 per bar, yet still drew queues of Malaysians willing to pay and line up for a taste. Local bakers, never ones to miss a cue, quickly rolled out their own interpretations. Checks in the local market and on online retail platforms show pistachio retailing at roughly RM40 to RM60 per kilogramme, firmly in the higher-cost bracket compared with mainstream baking nuts. But in cafes and bakeries, it is no longer just an ingredient. It is a selling point, and an expensive one at that. A trend that refuses to fade In Malaysia, viral food trends usually flare up fast, then fade just as quickly. Pistachio, however, appears to be

Crispy on the outside, soft and fragrant within – the classic pistachio kunafa , a centuries-old Middle Eastern indulgence that quietly planted the seed for one of Malaysia’s biggest food crazes. – PEXELSPIC