Filipino pastry visionary Chef Nouel Catis took a defining step in his entrepreneurial journey with his appearance on Shark Tank Dubai Season 3, confidently pitching his brand to the panel of investors and asking for AED 2 million in exchange for a 20% stake in his company.
Known for being the culinary genius behind the viral “Dubai Chocolate” bar—originally dubbed pistachio-kunafah—Chef Nouel’s moment on the show came before the launch of his brand SNA’AP and his signature dessert platform, The Sweet Life. But for him, the experience was transformative.
“The moment I walked off that stage, I carried the sharks’ words with me — like a child being mentored by a parent. That experience lit a fire. I never looked back,” he shared on Instagram. “Shark Tank made me realize that I was ready to step out of the shadows and finally own my creations.”
Chef Nouel’s journey from Dipolog City, Philippines, to the global culinary stage is already remarkable. With a career spanning luxury kitchens across the Middle East and Asia, he has consistently drawn inspiration from cultural memory, blending heritage with innovation to craft desserts that strike both emotional and sensory chords.
Beyond the glitz of television, his appearance signals a deeper message—Filipinos can thrive in global arenas once thought out of reach. His pitch wasn’t just about capital—it was a declaration of creative independence.
“There are creations you’re commissioned to make, and there are recipes born from true collaboration,” he reflected. “Either way, my role isn’t to change someone’s story — it’s to honor it.”
Chef Nouel was honored at the fourth edition of The Global Filipino Icon Awards in 2024. He received the prestigious title of Emerging Global Filipino Icon
