OFW Interview with Chef Nouel Catis, The Flavor Architect Behind the Original Dubai Chocolate Recipe

In 2024, the “Dubai chocolate bar” first became viral on social media, capturing the attention of foodies not only in the UAE, but across the Middle East and now… all over the world! But did you know that the culinary mind behind the sensational Dubai chocolate recipe of this viral chunky chocolate bar is a Filipino? He is none of other than Chef Nouel C. Omamalin, who has launched his own label, Chef Nouel Catis.

In this much-awaited OFW feature, Chef Nouel talks about his exciting journey, from growing up in a “foodie” family to becoming a pastry chef, and now — a thriving entrepreneur who is making waves in the F&B industry! His first overseas stint was at the iconic Burj Al Arab, in 2003. Since then, he has been unstoppable, building his career and eventually starting his own label.

Hailed as an “Emerging Global Filipino Icon” by The Global Filipino Magazine and more recently, the “Service Excellence Award in Culinary Innovation” at Westford Awards, Chef Nouel is definitely a trailblazer… an inspiration for all Filipinos! Read on to know more about his amazing story, the challenges he has overcome, and the lessons he’d like to share to aspiring entrepreneurs!

Profile: Chef Nouel, Renowned Filipino Pastry Chef and Entrepreneur in Dubai

Name: Nouel C. Omamalin
Current Profession: Pastry Chef, Dessert Specialist, and Entrepreneur
Years in Dubai: 16 years
Notable Awards:

• Service Excellence Award in Culinary Innovation, Westford Awards 2025
• Emerging Global Filipino Icon for 2024, The Global Filipino Magazine

1. Can you share a bit about your childhood and what first sparked your interest in the culinary world?

I grew up in a foodie family — my mom owned a restaurant, and food was at the heart of our bond. I started with cooking, but it was baking where I truly shined. That’s how my journey as a pastry chef began.

2. How many years have you been working abroad? Can you tell us about your early days and what brought you to Dubai?

In total, I’ve spent around 24 years in the industry — 16 of those in the UAE. My first overseas stint was at the Burj Al Arab in 2003, driven by a simple mission: to conquer the world as a pastry artist. That iconic hotel brought me to Dubai, where I aimed to build my career with top-tier hospitality brands.

3. What inspired you to take the leap from being a chef to becoming an entrepreneur? Was it always part of your plan?

I’ve always believed that to reach my full potential as a chef, I needed to step beyond employment and start my own business. Entrepreneurship has been in me since childhood — it’s a path I was always meant to take.

4. Can you share more about your business venture/s? What makes it/them unique, and how do they reflect your vision as a chef?

My business ventures are rooted in the belief that desserts can tell stories and spark conversations. I started with consulting, helping brands innovate and create products that resonate. Eventually, I launched my own chocolate brand — born out of a desire to push boundaries and bring regional flavors to the spotlight in ways that feel both fresh and familiar.

Most recently, I introduced The Sweet Life, a build-your-own dessert concept that puts creativity in the hands of the guest. It’s playful, interactive, and truly reflective of my belief that desserts should be an experience — something personal and joyful!

What makes my ventures unique is how we blend heritage with innovation. I like creating things that feel nostalgic yet new. Everything I do reflects my journey as a chef—playful, thoughtful, and always evolving.

5. What challenges did you face when starting your own business in Dubai, and how did you overcome them?

Starting my own business in Dubai came with a fair share of challenges — more than I anticipated, to be honest. From navigating legal and licensing processes to understanding the local market dynamics, it wasn’t all smooth sailing. But the real talk? The hardest part was shifting my mindset from being a chef behind the scenes to becoming the face of a brand. It meant putting myself out there, dealing with self-doubt, and learning how to run a business — not just create in the kitchen.

Cash flow was another major hurdle. Unlike the stability of employment, running your own business means you carry the weight of every decision, every risk. I overcame it by staying grounded, asking for help when needed, building a strong network, and remembering why I started. Passion only gets you so far — you need strategy, resilience, and a willingness to learn fast and adapt even faster.

6. Many Filipinos dream of becoming entrepreneurs. What key lessons have you learned that you think could help other kabayans who want to start a business in Dubai?

Here are six key lessons that I believe could help our kabayans who are interested in starting a business:

• Start small, but start smart. Test your idea before going all in.
• Know the rules. Understand Dubai’s business laws and licensing.
• Build a strong network. Connections open doors and help you grow faster.
• Cash flow is king. Manage your finances well; don’t rely on passion alone.
• Be ready to pivot. What works in the Philippines might not work here.
• Stay grounded. Ego won’t build your business; consistency will.

7. How do you balance the demands of your entrepreneurial ventures with your personal life?

Balance is a constant work in progress, especially when you’re building something from the ground up. I try to set boundaries — carving out time for rest, family, and things that bring me joy. Honestly, my two “furbabies” play a huge role in keeping me sane and happy. No matter how hectic the day gets, coming home to them reminds me to slow down, be present, and just breathe. They’re my daily dose of calm in the middle of all the chaos!

8. Dubai is a melting pot of cultures. How do you incorporate Filipino cuisine into your business while catering to such a diverse audience?

Dubai’s diversity is exactly what makes it exciting to introduce Filipino flavors. I don’t just replicate dishes — I reimagine them. I take familiar Filipino ingredients or desserts and present them in ways that spark curiosity, even from those who didn’t grow up with them. It’s about storytelling through flavor — honoring my roots while making it relatable to a global palate. That’s the sweet spot I aim for.

9. What do you love about Dubai?

There are three things that I love about Dubai:

• It’s a land of possibilities. Dubai embraces ambition. If you have a vision and the grit to follow through, doors open.
• The cultural mix is inspiring. You’re surrounded by people from all walks of life, which fuels creativity and keeps you evolving.
• It feels like home. Despite being far from the Philippines, Dubai has given me space to grow, build, and thrive — personally and professionally.

10. What’s next for you and your business? Are there any exciting projects or goals on the horizon?

There is so much to look forward to! We’re gearing up for exciting collaborations across Asia and the Middle East, both with F&B brands and beyond. In the pipeline are pop-ups and dessert collabs with renowned chefs in the Philippines and the UAE, plus a few surprise pairings with non-food brands that share our creative spirit.

We’re also redesigning and expanding SNA’AP Chocolate and The Sweet Life, our build-your-own dessert concept. And of course, more limited-edition SNA’AP chocolates are on the way — each one telling a unique story rooted in heritage and flavor innovation.

The goal is simple: keep pushing boundaries, stay true to our roots, and make meaningful connections through food.

Lastly, my next event in Manila is a collaboration with Celebrity Chef Sonny Mariano in June 2025, sponsored by the Tasteless PH group. Fans can follow us on IG for this event at @khaiba.mnl.

Connect with Chef Nouel Online

To learn more about Chef Nouel and his award-winning brand, you can follow his social media channels and website:

Facebook: Chef Nouel Catis
Instagram: @chefnouel
Website: chefnouelcatis.com

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* Photos provided by Chef Nouel, Chef Nouel Catis Facebook page

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