As well as specific brands and foods, your choice of holiday destination can be problematic. In addition to Dubai itself, a trip to the Maldives will mark your card, as will any kind of 'destination' hen do - and don't even think about going on a jet ski while you're there. Meanwhile, how you tackle life's most important milestones can mark you out as Chubai, if you're too public about it. Announcing a pregnancy on social media with a snap of your positive test in a box, online gender reveals and push presents are all to be avoided. And according to the new arbiters of taste, merely riding in a Tesla - never mind owning one - instantly ruins your chic credentials. Taking to LinkedIn, social media expert Jamie Nyqvist warned that the idea is gaining traction and that it could be problematic for brands that are on the Chubai list. A cousin of the 'cheugy' - cringe-inducingly noughties in nature, like 'Live laugh love' signs and tight skinny jeans- 'Chubai' brings together things that are 'chopped' (undesirable, as per young people vernacular) as well as 'spiritually Dubai'. One such concept is pasta served inside a cheese wheel 'The idea of Chubai popped up on my FYP a few months ago, and I remember thinking, "That's going to go somewhere",' he explained. 'A few brands that were highlighted included Oatly (perhaps oat milk in general), Soho House, Van Cleef jewelry, and Goyard bags. 'That led me to wonder: should Oatly be aware that it's now considered Chubai? Does Soho House know it's Chubai? 'While I don't think specific terminology is that important to factor in, I do think these cultural shifts need to be considered when anticipating fluctuations in a brand's cultural capital.' Also singled out by social media was the North Face puffer jacket, which has become a favourite for celebs