The culture and customs of the Arab countries contain a deep-rooted and richly flavored heritage in terms of confectionery for several reasons, the most important of which are the availability of original and unique ingredients, and the professionalism of the population in making sweets since ancient times and passed down from generation to generation. In addition to the culture of hospitality and generosity inherent in the religion, values, customs and traditions of all Arab countries. The Hashemite Kingdom of Jordan is undoubtedly one of them.
Jordan has a wide variety of traditional desserts and mouthwatering flavors, which is why Jordan has taken a prominent place among countries in the manufacture and production of luxurious oriental sweets.
Chocolate, on the other hand, has a more recent, but no less important relationship with Arab culture in general and Jordanian culture in particular.
Let’s explore the evolving relationship between Jordanians and chocolate, and how this sweet treat has become an increasingly beloved part of Jordanian culture.
Chocolate in numbers …
Jordan’s imports of chocolate products are on the rise, with Jordanians demanding a wider variety of high-quality options. According to the Observatory of Economic Complexity (OEC), a platform of the Organization for Economic Cooperation and Development (OECD) that monitors the geography and dynamics of economic activities and publishes them as data online. In 2022, according to the platform’s latest statistics, Jordan ranked 57th out of 225 countries, importing $123 million worth of chocolate.
People all over the world love chocolate, and in Jordan, the manufacture and consumption of luxury chocolates has taken a prominent place in the country’s culture, as it is a product that attracts your five senses, and transports you to the most refined feelings such as the luxury of happiness, the luxury of meeting, and the beauty of love.
The Jordanian touch on chocolate…
As Jordanians’ love for chocolate grows, local artisans have created unique chocolate creations by blending Middle Eastern flavors in innovative ways. Elevating chocolate to another level that satisfies the local palate and reflects the country’s heritage was made possible by the availability of materials such as aromatic herbs, rich nuts or delicious fruits such as cardamom, rose water, orange blossom, pistachios and even thyme, among others. This fusion of flavors reflects Jordan’s culinary heritage while offering a new and sophisticated experience for chocolate lovers.
Chocolate stores…
Specialized chocolate stores are becoming more common in malls, markets, and supermarkets. Local entrepreneurs have started their own chocolate businesses, capitalizing on the growing demand and contributing to the SME sector. The production of made-in-Jordan chocolates and local artisan brands of handmade, high-quality chocolates that appeal to local and international tastes has also grown significantly.
Chocolates are part of the occasions in Jordan…
Chocolates have succeeded in giving everyone moments of pleasure and joy on all occasions celebrated by Jordanian society. There is no occasion without chocolate on the tables of celebrants in Jordan, such as weddings, anniversaries, baby showers, graduations, birthdays, and national and religious occasions.
Many Jordanians see chocolate as a symbol of elegance and luxury, making it a popular choice for occasions, country anniversaries, and personal and business gifts. Guests are often greeted with beautifully wrapped boxes of chocolates, and sometimes chocolates are incorporated into traditional dessert trays, creating a wonderful combination of cultural preservation and modern elegance.
Elegant luxury chocolates are a popular choice for honoring guests during the festive period such as Eid al-Adha, Eid al-Fitr and New Year’s Day. The wide range of flavors and fillings to suit the occasion are increasingly dominating the tables of holiday well-wishers. Chocolate with Arabic coffee is a symbol of hospitality, generosity, respect and appreciation for others.
For Jordanians, gift-giving is an important way to express love, respect and appreciation. Chocolates have naturally become a favorite gift for occasions that celebrate relationships, friendship and family ties. Considered both luxurious and convenient, the act of giving chocolate has reinforced the role of chocolate as a symbol of love and generosity in Jordanian culture.
The future of chocolate in Jordan.
The love of chocolate in Jordan is expected to continue to grow, with new trends emerging as Jordanians explore global flavors and innovative combinations. The younger generation is open to global trends and flavors. Social media has increased Jordanians’ love for chocolate, with influencers, chefs and brands promoting chocolate in all its forms. It is likely that chocolate will continue to play a role in Jordanian culture and cuisine, possibly inspiring new local chocolate products.
As chocolate continues to find its way into the hearts of Jordanians, it’s clear that this sweet treat has become more than just a candy, it’s a symbol of celebration, connection and cultural integration. With attractive designs, innovative flavors, luxurious formulas, high-quality ingredients, and local hands, chocolate has accompanied all private and public events in Jordan, making it perfect as a gift for friends or family or even as a type of entertainment or experience, and a symbol of the warmth of receiving guests on various occasions, sessions, and holidays. Here, chocolate will remain a delicious part of the life of the Jordanian people.
