UAE Homegrown Production House 1301 Films Aims to Promote MENA Region’s Original Formats
UAE-based independent production house 1301 Films is strengthening the MENA region’s ability to produce and export original narratives.
Founded by accomplished producer Hiam Salibi, this production house has been working with luxury brands like Aston Martin and Louis Vuitton and line producing OSN’s award-winning original film “Yellow Bus.”
While recycling familiar formats may offer short-term commercial gains, Salibi believes that the true future of MENA’s entertainment industry lies in crafting original narratives that resonate globally.
Beyond traditional entertainment, 1301 Films is transforming brand storytelling by giving businesses an alternative to conventional advertising. Rather than investing in standard ad campaigns, brands can partner with the production house to develop original shows that naturally weave their identity into engaging narratives — with the added potential of being pitched to major networks. This innovative, entertainment-first approach allows brands to connect with audiences in a more authentic, scalable and impactful way.
“As a visionary production house, it’s our responsibility to not only evolve existing ideas but to inspire meaningful connections between audiences and brands,” she says. “We want to empower brands to showcase themselves beyond the bounds of conventional advertising.”
Dubai AI Festival Returns as Part of the Inaugural Dubai AI Week
Dubai AI Festival returns in 2025 to further demonstrate Dubai’s standing as a global leader in artificial intelligence and emerging technologies.
Held under the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, UAE, the event will take place on April 23-24, 2025 at Madinat Jumeirah, Dubai.
The Festival is organized by Dubai AI Campus, in partnership with DIFC, Minister of State for Artificial Intelligence, and Digital Economy and Remote Work Applications Office to explore AI’s transformative impact across industries.
The festival will be a significant event within Dubai AI Week, an initiative organized by the Dubai Centre for Artificial Intelligence, and overseen by the Dubai Future Foundation, to connect AI research with real-world applications – bringing together experts, entrepreneurs, investors, and the public and private sectors to explore AI’s vast opportunities.
Key themes of the Dubai AI Festival include responsible AI deployment, transparency, and the future of work. Attendees will gain insights into AI’s impact while tackling the ethical challenges of its rapid integration.
His Excellency Arif Amiri, Chief Executive Officer of DIFC Authority, said, “DIFC is delighted to be presenting one of the most significant events as part of Dubai AI Week and reflects our commitment to cement the city’s position as a global leader for technology, as well as enable future focused industries to harness the transformative power of AI. As adoption accelerates, the Dubai AI Festival will serve as the key platform for accelerating responsible and effective AI implementation across business, government, and society.”
Aligned with Dubai’s vision for innovation and economic growth, Dubai AI Festival will bring together 8,000+ industry leaders, policymakers, and innovators from 100+ countries to drive collaboration and investment in AI and emerging technologies.
The event will also include a dynamic exhibition, featuring cutting-edge AI innovations, alongside a start-up showcase where emerging companies will pitch their solutions to investors. The FutureTech World Cup, will showcase top AI start-ups, connecting innovators with investors seeking the next big breakthrough. Additionally, the Global FutureTech Innovation Program will discover the brightest young minds from around the world harnessing AI to tackle real-world challenges. This combination of exhibitions, discussions, and competitions will drive collaboration and investment in the next wave of AI innovation.
Registrations for Dubai AI Festival are now open. For more details, visit: https://dubaiaifestival.com/.
Taj Introduces Wellington Mews Brand to the UAE in Partnership with BNW Developments
UAE-based ultra-luxury real estate developer BNW Developments has joined hands with Taj, an Indian luxury hospitality brand, under The Indian Hotels Company Limited (IHCL).
This partnership, formally announced during a signing ceremony on March 10, 2025, at the Taj Dubai, marks Taj’s debut into branded residences in the UAE with the Wellington Mews brand.
The project will bring Taj’s legacy of hospitality to the Al Marjan Island in Ras Al Khaimah.
Through this alliance, Taj will offer an extraordinary 5-star living experience for the first time in Ras Al Khaimah. BNW Developments will collaborate with Taj to introduce a residential experience that embodies the essence of Tajness—complete with world-class amenities and unparalleled service, continuing Taj’s global reputation for excellence in hospitality.
Building on the success of Taj Wellington Mews in Mumbai and Chennai, this venture into Ras Al Khaimah marks a significant milestone. The partnership with BNW Developments brings Taj’s expertise to the region for the first time. The launch of this new project is only the beginning, as Taj and BNW Developments are poised to announce further developments that will redefine the standards of luxury living and hospitality.
Having already garnered success with several high-profile projects on Al Marjan Island, this new venture solidifies BNW Developments’ position at the forefront of luxury real estate development in both Ras Al Khaimah and Dubai, paving the way for a future collection of world-class residences.
The formal event was graced by key figures who played an integral role in bringing this visionary project to life, including Arch. Abdulla Al Abdouli, CEO of Marjan, Puneet Chhatwal, Managing Director & CEO of IHCL, Ankur Aggarwal, Chairman and Founder of BNW Developments, Dr. Vivek Anand Oberoi, Managing Director and Co-founder of BNW Developments, and Shubhkumar Patel, Managing Partner of SAAR x BNW Developers.
Reflecting on this transformative collaboration, Ankur Aggarwal remarked, “At BNW Developments, our mission has always been to transcend conventional paradigms of luxury and create immersive residential experiences that stand the test of time. This esteemed alliance with Taj is not merely a partnership; it is a grand convergence of heritage and masterful craftsmanship, a union befitting those who seek nothing less than excellence.”
Dr. Vivek Anand Oberoi echoed this sentiment, saying, “Ras Al Khaimah is the epicenter of avant-garde luxury, and with this partnership, we reinforce our commitment to crafting spaces that embody timeless refinement. Taj’s unparalleled hospitality ethos perfectly complements BNW’s architectural brilliance, setting a new benchmark for opulent living.”
Puneet Chhatwal added, “IHCL has long been synonymous with excellence in hospitality, and our collaboration with BNW Developments marks an exhilarating step towards crafting luxury experiences in one of the world’s most dynamic landscapes—the UAE. This partnership is a fusion of legacy and innovation, designed to cater to the most discerning global connoisseurs and investors.”
Arch. Abdulla Al Abdouli, CEO of Marjan, also spoke on the occasion, stating, “BNW Developments has played a transformative role in reshaping Ras Al Khaimah’s real estate landscape, leading the largest private development in the emirate’s history. Their passion, creativity, and vision have elevated the skyline and further solidified RAK’s position as a prominent investment and tourism hub. At Marjan, we remain committed to supporting BNW in this remarkable journey, ensuring that, together, we continue to drive the emirate’s evolution as a premier global destination. I would also like to express my gratitude to Taj, the legacy hospitality brand by IHCL, for supporting our vision and passion in transforming RAK’s skyline alongside BNW.”
This collaboration marks a defining moment in the evolution of ultra-luxury living. BNW Developments, in partnership with Taj, is set to make its first foray into hospitality with this highly anticipated project, slated for launch just after Ramadan. This is just the beginning, with even more groundbreaking projects in the works.
The Impact of Emotional Intelligence on Young Entrepreneurs
In business, we often face situations requiring quick decisions. The challenge lies in determining whether we are responding with the right emotions or not. As an entrepreneur, I’ve faced moments where managing emotions was key to making the right choice. As a founder of a publishing house, I remember when I had to decide to go ahead and publish a story under a very tight deadline, or delay it to make sure it meets the quality standards I value.
Recognizing the stress I felt in that moment made me stop, understand and choose the best way that is suitable to my values and vision of my business. But sometimes we find it truly challenging to recognize, understand and manage our own emotions- it requires a deep understanding to gain strength from within ourselves and control our reactions, especially when it is towards others.
Emotional intelligence isn’t just about gaining some knowledge, it’s about how to use it wisely to lead a healthier emotional life.
The first element of emotional intelligence is self-awareness which means being able to identify your emotions as they happen to understand how they affect your behavior. During the COVID-19 pandemic, I often felt frustrated when my sales went down during the international bookfair. But by practicing self-awareness, I was able to acknowledge the frustration and think about its sources instead of letting it lead to impulsive reactions. Being self-aware helps me to stay in control of actions and make decisions that align with my values. So the solution back then was to keep pushing sales through my online platform instead of showing up in person as I realized that people were still in lockdown due to the pandemic.
Self-recognition is another important aspect of emotional intelligence. While self-awareness is about recognizing emotions, self-regulation focuses on managing how you respond to them. Self-regulation doesn’t mean ignoring your emotions but learning to express them in a constructive way. Imagine a situation where you feel angry after receiving negative feedback. Instead of reacting defensively or shouting, self-recognition allows you to take a step back, consider the feedback calmly, and respond appropriately. In such situations, I found it valuable to reward people for being so honest to improve the work quality.
Empathy is yet another key element of emotional intelligence. Empathy involves understanding and sharing the feelings of others. It enables you to connect with people on a deeper level and respond to their emotions with kindness and understanding. For instance, if a friend is upset about failing a test, empathy allows you to put yourself in their shoes, imagine how they’re feeling and provide comfort or encouragement. As such, empathy is especially important in teamwork because it helps people work together and resolve conflicts respectfully.
Social skills are closely related to empathy and are another critical part of emotional intelligence; these skills include communication, active listening and conflict.
People with strong social skills can build positive relationships, inspire others and create a supportive environment wherever they go. For example, during the Frankfurt international bookfair, my ability to actively listen and engage with expert publishers helped me to build a valuable partnership.
Motivation is another component of emotional intelligence and plays a great role in personal and professional success. It’s about staying focused and determined even when challenges occur suddenly. People with high emotional intelligence are often self-motivated, meaning they don’t rely solely on external rewards to stay driven. For example, a motivated entrepreneur who struggles with a startup might keep practicing and learning even after losing a pitch competition because they are committed to improving and succeeding. Motivation helps people overcome setbacks and stay on track towards their goals.
Improving emotional intelligence takes time and consistent effort, but the results are transformative. To make a serious change, your first step should be to increase your self-awareness by paying attention to your emotions and trying to understand what triggers them. You can journal about your feelings or reflect on your reactions- this can help you and gain insights into your emotions’ patterns. I often practice this by pausing before reacting to strong emotions and taking a deep breath to think about how I am going to react in a proper way without overreacting to the problem, or even good news!
Self-recognition isn’t about surprising emotions but learning to channel them in ways that benefit you and those around you, especially when building a business. Building empathy involves listening to others without interrupting or judging, showing genuine interest in their experience and trying to imagine how they feel. This can help you as an entrepreneur to keep the conversation flow while discussing your business.
While working with a group, your small acts of kindness like offering help or encouragement can strengthen your ability to empathize over time. These efforts can improve your relationships among your group and make you more understanding and compassionate. Enhancing social skills requires working on your communication and teamwork abilities. Practice active listening by paying full attention to the speaker. On the other hand, responding thoughtfully focuses on being clear, respectful and confident when expressing yourself. If conflicts arise, approach them with a problem-solving mindset rather than blaming others.
Emotional intelligence has been a foundation of my entrepreneurial success. By cultivating it, I’ve learned to navigate challenges, build strong relationships, and stay focused on my goals. I believe every entrepreneur should invest in this skill to thrive in their personal and professional lives.
Related: Fail Forward: How Young Entrepreneurs can Turn Failures into Learning OpportunitiesWinning Customers During Ramadan: What Works and What Doesn’t
Retail in the Gulf is fast-paced and highly competitive, with consumer behavior shifting dramatically during key moments like Ramadan. For brands, it’s not just about boosting sales, it’s about creating real connections that turn first-time buyers into long-term customers.
At Trendyol, we’ve seen first-hand what works and what doesn’t. Here’s what we’ve learned about winning customer attention in one of the most significant shopping seasons of the year.
1. Make your offers culturally relevant Ramadan reshapes shopping habits. Demand surges across categories, from modest fashion to home essentials and gifting. But simply having products available isn’t enough: it’s about having the right offering that truly resonates.
Last year, we introduced Trendyol’s first own-brand Ramadan Collection designed specifically for the Gulf, focusing on affordable, high-quality and thoughtful modest-wear. The response was incredible—4x more units of Trendyol Collection modest-wear outfits sold in March-April compared to an average month. The takeaway? When brands listen to their audience and provide what they’re looking for, it drives both acquisition and engagement.
Seasonal collections should go beyond just selling products—they should tell a story. Aligning designs with cultural elements builds deeper emotional connections, making brands stand out in a crowded marketplace.
2. Build momentum with strategic marketing Peak seasons aren’t just about demand spikes, they’re an opportunity to cut through the noise and create lasting brand moments. To do that, marketing must be authentic, relevant, and bold. We invest in performance marketing year-round, but during Ramadan, we scale up significantly. Last year, being relatively new in the Gulf, we went big, covering outdoor, digital, CRM, and experiential activations.
Our Al Nakheel Mall pop-up in Riyadh, featuring Turkish celebrities Halit Özgür Sarı and Simay Barlas, was one of our most successful campaigns, helping make the Gulf Trendyol’s fastest-growing market outside Türkiye.
This year, we’re taking it further with Meryem Uzerli, a beloved star in the Gulf, leveraging a mix of content, media collaborations, and Suhoor events in Riyadh and Dubai. But it’s not just about visibility: it’s about creating an experience that resonates. This year’s Cappadocia-themed Ramadan Collection was designed specifically for the Gulf market, inspired by heritage. To bring it to life, we engaged key media and influencers, taking them on an immersive journey to Cappadocia that gave them a first-hand look at the inspiration behind the collection. This wasn’t just about a launch, it was about educating, storytelling, and showcasing our expertise in fashion that connects with the region. Backed by a high-impact marketing campaign, we combined significant media investment, influencer collaborations, and a strategic mix of digital, offline, and experiential activations to maximize reach and engagement.
The key lesson? A well-planned, multi-channel approach doesn’t just drive visibility, it builds real connections, turning seasonal shoppers into long-term customers.
3. Enhancing the shopping experience through technology Customers today expect seamless, personalized, and fast shopping experiences, especially during high demand periods. AI-driven recommendations, intuitive interfaces, and efficient search make all the difference.
For example, using AI tools to personalize the shopping journey for customers, catering to individual preferences – from outfit recommendations to a table centerpiece suggestion – can significantly enhance the customer experience. For SMEs, investing in tech is not always feasible. That’s where we come in, providing access to millions of customers while offering built-in personalization tools, payment solutions, and logistics infrastructure that businesses can leverage without heavy upfront costs.
4. Get logistics right Fast, reliable delivery isn’t a luxury, it’s an expectation. Delayed orders, especially during peak seasons, hurt trust and impact long-term loyalty. Retailers need to plan ahead, optimizing supply chains, securing delivery partnerships, and ensuring inventory is ready before the rush hits. At Trendyol, we’ve built a logistics network that prioritizes efficiency at scale, allowing our sellers to meet heightened demand without disruption.
For SMEs, the platform offers a scalable e-commerce solution equipped with AI-powered insights and advanced logistics, to help them connect with a wider audience. On Trendyol, we have over 40 million global customers, which presents local businesses with greater visibility and growth opportunities – not just regionally, but internationally, boosting businesses and enabling commerce.
Why stopping after Ramadan isn’t an option
Ramadan may bring a surge in demand, but the real challenge is keeping customers engaged beyond the season. The brands that succeed are those that turn seasonal shoppers into long-term loyalists.
This means consistently delivering value through relevant product offerings, impactful marketing, seamless shopping experiences, and reliable logistics. At Trendyol, we’ve seen first-hand that staying agile and customer-focused is what drives sustained growth.
Retail doesn’t slow down after Ramadan, and neither should retailers. The key is to keep evolving, keep engaging, and keep delivering…because momentum is everything and stopping isn’t an option.
Related: Decoding Consumer Behavior: Understanding What Makes Your Customers Tick
MENA Analytics Raises Funds from Ibtikar Fund, Plans Regional Expansion
Palestine’s only venture capital fund Ibtikar Fund has invested in MENA Analytics, a market research and data company planning to expand across the MENA region.
MENA Analytics has already gained strong traction in Palestine and is now set to expand into Jordan and Saudi Arabia. With this investment, the company aims to enhance its AI-driven analytics capabilities and scale its operations to serve a broader market.
“Our mission is to democratize access to high-quality data in the MENA region, enabling businesses to make smarter, evidence-based decisions,” said Yousef Srouji, co-founder and CEO of MENA Analytics. “With Ibtikar Fund’s backing, we are well-positioned to expand our regional footprint and bring cutting-edge data solutions to more businesses.”
MENA Analytics is leveraging AI and advanced analytics to provide SMEs with cost-effective, data-driven insights.
“MENA Analytics is addressing a critical gap in the MENA market by making high-quality data collection and analysis accessible to businesses that have traditionally been underserved,” said Ambar Amleh, Managing Partner at Ibtikar Fund. “We are excited to support their expansion and technological advancements as they empower companies with actionable intelligence.”
Dubai Future Foundation Identifies 50 Key Opportunities for Driving Growth
Dubai Future Foundation (DFF) has identified 50 key opportunities for driving growth, addressing emerging challenges, and preparing industries for a rapidly evolving future.
The fourth edition of DFF’s annual report entitled “Future Opportunities: The Global 50” brings the total number of future opportunities identified since the report’s inception to 200.
These opportunities are considered capable of generating over 1,000 actionable ideas across economic, societal, technological, and legal domains.
H.E. Mohammad Abdullah Al Gergawi, Vice Chairman of the Board of Trustees and Managing Director of DFF, highlighted the report’s role as a call for collective action and the strengthening of effective partnerships to support individuals, institutions, and governments in transforming future opportunities into tangible achievements.
“The report embodies a platform for inspiring new ideas and future opportunities that support the global foresight ecosystem and open new horizons for designing the best possible future,” HE Al Gergawi stated.
HE Al Gergawi also emphasized the need for proactive and strategic responses in a world of accelerating change. “Foresight is not just about exploration or speculation. It is about deliberate action driven by the pursuit of growth, prosperity, and well-being. The future is not a fixed destination; it is an ongoing series of experiences shaped by intent and action. Anticipating change requires more than imagining scenarios; it involves exploring unfamiliar paths and maintaining an open mind. Success will come from reflecting, adapting, and acting decisively. Progress is built on agility, resilience, and the courage to innovate,” Al Gergawi explained.
This year’s report also explores the top 10 global megatrends that are set to positively impact the quality of life in communities, drive sectoral and economic development, and enhance governmental performance worldwide in the coming years and decades. The trends are based on key indicators, including the expansion of 6G networks, the rapid evolution of artificial intelligence, advancements in energy technologies, and increased reliance on robotics and unmanned aerial vehicles.
Download the full English and Arabic versions of the report through the following link: https://www.dubaifuture.ae/the-global-50
Unwritten Tales: Are Arab Female Authors Getting the Spotlight They Deserve?
This article is part of a series entitled “Trailblazing Women” by Entrepreneur Middle East in celebration of International Women’s Day 2025.
“Growing up, were there any fictional or literary characters that you resonated with purely because of the way they looked, spoke or dressed?” is the first question I pose to Lebanese-Canadian author and poet Najwa Zebian, Emirati children’s writer Noura Alkhoori, Palestinian-American editor and writer Sara Hamdan, and Syrian-Canadian author Zoulfa Katouh when I meet them, separately, at the Emirates Literature Festival 2025 in Dubai. The answers? Four quietly murmured nos.
Now, like me, any avid reader might have half expected that one syllable reply. To understand the complexity of this matter, however, it is necessary to first understand the current regional and global publishing scene. For starters, the number of female authors has considerably increased over the last few decades, with a 2023 study by the World Economic Forum showing that “by 2020, for the first time in history, women were publishing more books than men, contributing to increased revenue for the industry for both male and female consumers.” In 2024, for the first time in the Booker prize’s 55-year history, the shortlist featured the biggest number of women authors. While these are clearly encouraging signs of gender equity among authors, there are still some worrying statistics if one were to go beyond these surface-level advancements. Notably, the studies done on author diversity aren’t many, but there are a few that show how racially disproportionate the industry is- for example, since 2010, Caucasian/White authors still represent 75.58% of the books that are published in the US alone. The percentage of authors who are Hispanic or Latino, Black or African American, and Asian are 7.6%, 5.9% and 4.9% respectively.
Which brings this conversation back to the crux of this article: the need for female Arab authors to, unapologetically, share about their unique cultural and social experiences.
Zebian -the author of seven books across poetry and self-development, including her popular 2016 debut publication Mind Platter as well as her latest book The Only Constant which was released in early 2024- stresses upon how literature enables a greater sense of community. “If you don’t have Arab women writing for Arab women and other women, then you would be robbing the world of voices that exist and of experiences that exist,” Zebian says. “So when an Arab woman puts a book out there or puts her writings out there, at the same time that she’s giving herself a voice, she’s giving all these other women a validating experience saying your story is also somewhere out there. It’s not easy to find a shared experience with someone who doesn’t share the culture or the language or the upbringing. Yes, we are humans and we have universal experiences. But there’s something to be said about growing up in the same place, or growing up surrounded by the same cultural expectations and traditions, that somebody who hasn’t lived in this context or these circumstances wouldn’t understand the struggle of. So when you give a voice to one woman, you’re giving a voice to God knows how many. That’s why it’s so important to offer these opportunities and offer these platforms.”
In response to my very first question, Katouh -whose 2022 debut novel As Long As The Lemon Tress Grow tells the story of a young couple during the Syrian civil war- notes that, in the absence of literary characters that looked like her, she found solace in those that thought like her instead. “I grew up with Anne of Green Gables, and I saw myself represented in her imagination a lot, because I also had a wild imagination,” she tells me. “And through those books, I fell in love with nature, and it made me open my eyes to the stories that I could come up with. But she never looked like me! I mean, I don’t have red hair or green eyes or freckles. I didn’t feel represented [in books] until I was in my twenties when I read Love from A to Z by S.K. Ali [published in 2019]. That was the first book where I saw a Muslim hijabi girl who thought like me, and had similarities with me- that was the only time that I felt truly represented in contemporary fiction. But when I started writing my own book [in 2017], Love from A to Z was not out yet, and so I felt like I was… not lost at sea, but I was navigating new waters on how to write a story and characters that fit my perception of what it means to be Arab, Muslim and hijabi and living in this world that fights you on who you are, but at the same time, there are people who accept you. So yeah, when I was writing it, it was like I felt represented in a character that I wrote myself.”
Displaying similar sentiments as Katouh is Hamdan, who has formerly been a New York Times journalist and editor-in-chief at Google, when she talks about her debut book What Will People Think?, which is set to release in May this year. Indeed, she too felt perturbed by the lack of representation of Arab women in modern day literature, and set out to tell a unique story through the fictional world she built. “One of the main characters in my book is a Palestinian-American living in New York who works as a stand-up comedian, but then she discovers her grandmother’s diary, and it dates back to Palestine in the 1940s,” she shares. “In fact all three protagonists of my novel are Arab women. And I just want to show that they are strong and wonderful and, like everyone else, they have the same problems and issues. I think representation is very, very important, because we need to create empathy. We need to build bridges. A lot of the problems we see in the news today are because people are afraid of others, and this is why storytelling is so necessary! Also part of the reason why I wanted to write this book is because I think we need more representation that doesn’t have to do with politics and religion, but just has to do with a regular woman making her way.”
Alkhoori -an Emirati environmentalist who incorporates elements about nature and local culture into her books for kids, including the 2013-published Fanteer al Flamingo Al Manfoush (Fanteer, The Fluffy Flamingo) and 2016-published The White Hands– reflects Hamdan’s statement. “You know, we grew up with Roald Dahl and Enid Blyton, and there was never any Arab scene in there, let alone a character!” Alkoori recalls. “There’s more empathy when you find yourself in a book. And I think it boosts the confidence a little bit as well to know that somebody is writing about our society or people who look like us.”
But the next question this conversation churns out is perhaps where the complexity of the matter lies: are publishing houses not doing enough to give female Arab authors a platform? Alkhoori says the situation isn’t necessarily as black and white as one may expect it to be. For starters, she notes that female authors too need to make use of the changing literary landscape to ensure their books are being shared to wider audiences. “This isn’t just about what’s being published, because I think even translated works are just as important at this point,” Alkhoori says. “The publishing industry, in the UAE especially, has flourished in the past 10 years. I’ve been with them- I started writing in 2011, so I know we’ve come a long way. And I’ve seen how the industry has changed, right? There are so many publishing houses, like the Sharjah Publishing Free Zone, doing a lot to help there. So I don’t think it’s a problem of getting published as much as it is getting our works out there for the people to know that they’re there.”
On the other hand, Katouh, who had her book published in Canada, notes that while her journey was fairly smooth, there were some hurdles that might’ve stemmed from a place of prejudice. “I did have a couple of instances that made me feel insecure- for example, my first language is English, but then I had one agent tell me ‘well, it’s very clear from your writing that your first language is not English,'” she recalls, “And I remember being like, but it is! I’m Canadian! But at that moment I thought she was just giving constructive criticism, and it was only around three years later that I realized that that was a really terrible thing to say. So it was small instances like those. But they never deterred me from my path, or from my goal to get published. I had way, way more support in regards to getting published than people who were against it. But publishing is a very individual journey, everybody goes through it differently. I did get a lot of rejections from agents, and it’s a lonely process. And I certainly had concerns, because I wrote about a Muslim Arab girl living in a Muslim Arab country, speaking technically Arabic, even though it’s in English. So I was like, “who’s going to read this? Is some girl in Minnesota going to feel represented in a book about Syria?” And the answer was yes! I was wrong, and I was very happy that I was wrong, so the hurdles did not stop me, and they did not stop the readers. They all loved it.”
When it comes to being rejected by agents and publishers, however, Hamdan’s experience is nothing short of awe-inspiring. After having multiple doors closed on her face for her book’s first manuscript, the Dubai-based author clinched a six-figure two-book deal with US-based publishing house Holt- the largest book deal to come out of the Middle East! And like Katouh, Hamdan shares that the hurdles never halted, or even paused, her literary ambitions. “With each no, you have to figure out how badly you want the thing- you have to ask yourself, ‘do I stop now or do I keep going?'” she says. “During the pandemic, there was a competition on Netflix’s Twitter handle and they were looking for a one-page story that had to do with the character of whatever ethnic background you come from. So I took a scene from this book -that was a work in progress at the time- and I won. And that was, for me, the turning point because I finally realized that, okay, there is a global audience. Okay, I am a good writer. People think so; it’s not just me! And then I kept working. The Emirates Literature Foundation’s Seddiqi Writers’ Fellowship came in after that. So I was very lucky to be part of the program. I had a mentor through it, and we went to New York for a writing trip. And then I ended the year with five or six agents asking me to be represented by them, choosing the most amazing ones. Two months after that, we got into a bidding war, went to auction with three of the big five publishers and the biggest book deal to come out of the Middle East! But it still feels surreal saying it, even though I do tell the story often now, because it’s taken so long.”
Najwa Zebian’s latest book, The Only Constant, was published in March 2024 and offers guidance on embracing change and leading an authentic life.
Hamdan then states that it is important for Arab female authors in the UAE and wider region to make use of the resources available to them -a close reiteration of Akhoori’s earlier point- and also not let self-inhibiting doubts stop them. One such program Hamdan vouches for is the aforementioned Emirates Literature Foundation’s Seddiqi Writers’ Fellowship, which pairs 10 winning writers with internationally published authors, providing one-on-one coaching, workshops, and access to publishing industry experts. “I think there’s no fellowship like this in the whole world,” Hamdan adds. “But with these initiatives, if you are scared or you don’t have the confidence to apply, just do it because sometimes we hold ourselves back. There’s nothing stopping you from writing a great story and having a wonderful mentor that’s a famous author from abroad help you get your book in shape. So these things exist, and also the competition that I mentioned, the Netflix one, this was a global one, but I applied from here. I didn’t let it stop me. So I think sometimes we have a lot of our own hurdles. There is nothing stopping any writer from writing and pitching to agents. Just go for it.”
Yet again, Hamdan’s sentiments are very closely mirrored in the separate conversation I have with Alkhoori, who notes that self doubt can often creep up in the minds of writers. “I feel that a lot- I also sometimes wonder, “Is all of this worth it? Is anybody reading? Are our books getting sold? Is anybody hearing about us?” Alkhoori says. “But then when I sit and think about it, I can’t imagine myself on any day without writing. So I guess I just can’t break away from it.”
Zoulfa Katouh’s As Long As The Lemon Trees Grow was the first book by a Syrian author to be published by Bloomsbury Publishing and Little, Brown Books for Young Readers.
And budding authors and writers would do well to heed the words of Hamdan and Alkhoori, because, as Zebian notes, there is an audience that is ready to read diverse stories. “I honestly think there is a real thirst here for more stories, and for events like the Emirates Literature Festival where authors are invited from all over the world,” Zebian says. “This is the place where you get to spread these stories and get to have people who are thirsting for these stories to see them. I also think there could be more opportunities for discovering different voices at an event where people attend the entire day and get to listen to someone on stage that they didn’t necessarily come to see. I think that would give maybe smaller [Arab female] authors more of an opportunity to have their work spread and to maybe add to someone’s understanding of life by sharing a story that the person sitting in the audience didn’t think existed.”
Now, it is important to note that, so far, the conversation has largely revolved around Arab representation in books written in English. But there is another area of publishing, that if navigated properly, could unearth a treasure of diverse stories and characters by Arab women: translated books. “Obviously no translation will ever do the original justice, which is very sad, because you’ll never be able to learn all the languages in the world, but they [translated works] are still extremely important,” notes Katouh. “
Sara Hamdan’s debut novel What Will People Think? comes out May 2025.A scene in the book wona Netflix short story award.
I’ve read some translated books -and you can see the difference in the writing style, even when it’s translated- but it just opens your mind to literature and a huge history within that text itself. Especially in Arabic! Arabic is an ocean that never ends in terms of literature, so there is so much to translate, and so many stories that can open people’s minds to different realms of possibilities.”
Alkhoori, on the other hand, believes that books written in Arabic need to become more mainstream for Arab children. “I want children to find Arabic musical to their ears,” she says. “Which is why, while I also write in English, my books are primarily in Arabic. I don’t want kids to think, ‘Oh, Arabic is very school-related.’ Because obviously, you know, you have the formal Arabic or Fusha, which is used in newspapers and books And then you have the colloquial Arabic, which obviously there’s over 10 dialects of. So children immediately think it’s a different language. It’s also often a third language they have to learn in school, and that casts a bit of a heaviness on them. So I want them to remember that we wrote books that were easy and smooth, and outgoing. I want them to start preferring to read in Arabic again rather than other languages. That’s number one. The second goal would be to try to get bits of the Arab society into the books. So not all of our books have to be very culturally rooted necessarily. Especially as a children’s writer, I could write about animals or space and still achieve that. Sometimes it doesn’t even have to be through the text, but perhaps through the graphics in the book. Just to show a little bit of identity.”
Noura Alkhoori’s 2013 book Fanteer al Flamingo Al Manfoush (Fanteer, The Fluffy Flamingo) tells the story of a flamingo who gets lost on an excursion in a thicket of mangroves. The book explores themes related to family, identity and community.
To create a new generation of readers, both Arab and non-Arab, who are more familiar with the stories told by Arab female authors, Hamdan declares that there is now a joint responsibility on the community of female writers and publishers. “So, these days, you already have someone like Isabelle Aboulhoul, who’s created the Emirates Literature Foundation and is encouraging young children to read and adults to keep reading,” she notes. “Then there’s also Ahlam Bolooki, who created the Fellowship. So, it’s about women lifting each other up, and we’re creating role models as we go.”
Ultimately, to keep empowering female Arab writers is to empower an entire global community, concludes Zebian. “Giving these women a platform is, I think, a way to remind Arab women that they have a powerful voice and that they have the ability to make a difference in the world by expressing themselves,” she says. “I think it’s important to remind every girl and woman that just because what they feel or think hasn’t been said yet, it doesn’t mean that it’s not valid. They can be the ones that say it for the first time, or the ones that echo it because somebody else said it and they really agree with it, and eventually they will all keep wanting to add to that power.”
New Report Highlights the Middle East as a New Global Fintech Contender
The Middle East’s fintech sector is on the rise. With over 1,500 fintech startups, a staggering US$4.2 billion in funding raised in 2023, and 7 IPOs and 30+ M&A exits since 2022, the Middle East region is emerging as a growing region for fintech innovation and investments. These achievements are no accident—they mark the culmination of a decade of strategic investments, bold entrepreneurial ventures, and supportive government policies.
Lucidity Insights’ latest special report in partnership with SAP, titled “The State of Fintech in the Middle East,” deep dives into this remarkable transformation. Discover the key players, emerging trends, and market forces shaping the future of finance in the MENAT (Middle East, North Africa, and Turkey).
A Decade of Fintech Growth and Momentum
Globally, fintech has dominated venture capital flows, attracting over US$500 billion in funding since 2015. While global fintech funding peaked in 2021 at US $137.7 billion, the Middle East’s trajectory has been more consistent, culminating in a record US$4.2 billion in 2023, even amid global market cooling.
This sustained growth has fueled the rise of standout startups such as Tabby, a UAE-born BNPL unicorn now valued at US$1.5 billion, and Tamara in Saudi Arabia. Other regional leaders, including MNT-Halan, continue to attract significant investor interest, with funding trends pointing to a bright future for the ecosystem.
Unicorns in the Making
While global fintech giants like Stripe, Revolut, and Nubank dominate valuations, the Middle East is building its own unicorn pipeline. Startups like Geidea, Midas, PayTabs, and Sarwa are on the brink of unicorn status, joining the ranks of Tabby and Tamara.
According to the Lucidity Insights‘ report, 26 MENA-based fintechs have already raised over US$100 million, signaling a robust pipeline of future unicorns. Notably, STV, a leading growth-stage venture capital fund based in Saudi Arabia, has invested US$924 million across 16 fintechs since 2018, showcasing the region’s growing investor confidence.
Even global players are taking notice: Y-Combinator has invested in 30 fintechs across the region, pouring in over US$250 million collectively in the last six years. This influx of capital underscores the region’s rising prominence on the global fintech stage.
Key Investment Sectors
As in most parts of the world, paytech—startups specializing in payments and remittances—has and continues to lead the way, attracting over US $5.4 billion in funding over the past two decades. However, the region is now seeing rapid growth in other fintech verticals, including:
- Lending: Companies like Tabby and Tamara are reshaping consumer finance through innovative credit models like Buy-Now-Pay-Later (BNPL) offerings.
- Superapps: Multifunctional platforms are gaining traction, combining payments, wealth management, and e-commerce.
- Crypto and WealthTech: Startups like Sarwa are catering to a younger, tech-savvy population, democratizing investment and crypto adoption.
This diversification reflects the ecosystem’s maturity, with startups moving beyond payments to address more complex financial needs.
What Lies Ahead?
The Middle East’s Fintech sector is entering a pivotal phase, with 2025 set to be a defining year for the region. Key trends such as AI-driven financial solutions, open banking, and embedded finance are poised to reshape the financial landscape, unlocking new opportunities for both startups and investors.
AI will continue to drive hyper-personalized financial solutions, enabling fintechs to anticipate customer needs, streamline compliance workflows, and deliver faster, smarter services. At the same time, open banking frameworks in Saudi Arabia and the UAE will foster greater financial interoperability, empowering startups to integrate seamlessly with traditional banks and innovate at scale.
Emerging verticals such as trade finance, wealthtech, and insurance are expected to become hotbeds of Fintech-driven innovation. These sectors, historically underserved in the region, now offer immense potential for startups to tackle inefficiencies, enhance accessibility, and drive economic growth.
As Said Murad, Senior Partner at Global Ventures, puts it, “With a dynamic population and supportive regulatory environments, the Middle East promises to become a hub for Fintech innovation, mirroring successes in markets like China, India, and Brazil.”
Additionally, the region’s second-generation founders—entrepreneurs building companies based on pain points they experienced firsthand—are bringing deeper insights and global expertise to the table. Their ventures are positioning the Middle East not just as a participant in the global Fintech revolution but as an active shaper of its future.
As Rabih Khoury, Managing Partner at MEVP, emphasizes, “2025 will be the year of fintech.” The convergence of technological innovation, regulatory support, and entrepreneurial talent ensures that the Middle East is well-equipped to tackle its most pressing financial challenges while setting a benchmark for Fintech ecosystems worldwide.
Explore the transformative trends shaping the Middle East’s Fintech sector. Read or download your copy of “The State of Fintech in the Middle East” now at Lucidity Insights.
This article was originally published on Lucidity Insights, a partner of Entrepreneur Middle East in developing special reports on the Middle East and Africa’s tech and entrepreneurial ecosystems.
How Muna Rahim Went from Birthday Party Organizer to Business Star
Muna Rahim is the founder of CrACKLES, a Dubai-based dessert brand specialising in gourmet hand-crafted rice crispy treats. Launched in April 2021, CrACKLES offers a distinct product made of premium ingredients using creative techniques, catering to the everyday consumer, while also ideal for special occasions, event catering, and corporate gifting.
Muna’s journey began when she upgraded traditional rice crispy treats for her daughter’s birthday party, receiving enthusiastic feedback from guests that sparked a wave of demand. Today, the company features a variety of 12 delicious flavours and caters to an array of customers, providing customized and uniquely designed desserts. Operating primarily online across Dubai and the entire UAE, the brand caters to customers through major delivery platforms and pop-up events.
Her entrepreneurial spirit has led to significant achievements, including a long-list nomination for Deliveroo’s restaurant awards and a successful pitch on Shark Tank Dubai, where she secured a deal with three investors. With plans to expand into new markets across the GCC, Muna is committed to growing CrACKLES in the gourmet desserts segment.
Muna Rahim, Founder, CrACKLES. Source: CrACKLES
With a global corporate background, Muna has worked in major companies, including American Express, and Berlitz Corporation, before embarking on her entrepreneurial journey. She holds a B.A. in Economics and French from the University of Toronto. In an exclusive interview, she explains how the company started and her plans for the future.
Can you give an overview of the size of the company today?
CrACKLES has grown significantly since its launch in 2021, evolving from a home-based concept into a successful brand with a dedicated production facility. We currently operate in the UAE, with Dubai as our primary market and, with the right partner(s), we are exploring expansion into other GCC countries. We have seen exponential growth year over year.
What do you see as the potential growth?
CrACKLES is more than just a treat. It’s an experience that brings joy, sparks connections and creates smiles for people of all ages. It introduces a unique niche in the region’s dessert market. We’ve tapped into an unmet demand for high-quality, customizable rice crispy treats that blend indulgence with creativity. A first of its kind in the region, the potential for growth is enormous.
Image source: CrACKLES
Where do you see the company in 5 years’ time?
I want CrACKLES to be synonymous with rice crispy treats. A brand instantly recognized for its quality, creativity and unique take on a nostalgic favourite treat. Key milestones for the next five years would include strengthening our presence in the UAE, expanding in the region, and establishing a retail presence.
What made you decide to leave the corporate world for a life as an entrepreneur?
I had a successful corporate career but I always had an entrepreneurial spirit. The turning point was my daughter’s birthday party, where I made rice crispy treats for the first time since living in Dubai. The overwhelming response from friends and family made me realize that there was an untapped market for gourmet versions of this nostalgic treat. That moment sparked an idea that quickly turned into a business. At that time, I was on a break from the corporate world and while returning to it would have offered stability, my passion and belief in what I was creating drove me to take the leap into entrepreneurship.
What have been the biggest challenges you have faced?
Breaking into the very competitive F&B market in Dubai required more than just a great product. It meant establishing a strong brand identity, differentiating ourselves from well-established players (including global chains) and finding creative ways to capture customer attention in a crowded space. Each of these challenges has strengthened our foundation and prepared us for even bigger opportunities.
Image source: CrACKLES
Tell us more about how the company started?
It all started with a simple idea: making rice crispy treats for my daughter’s birthday. The guests loved them so much that I began receiving requests for more, inspiring me to experiment with flavours and designs.
Rice crispy treats have always been a personal favourite since childhood, but beyond that, I’m a creative at heart. What I love most about them is their versatility – they’re like a blank canvas, ready to be transformed and elevated.
It didn’t take long for me to realize that there was a gap in the market for high-quality customizable rice crispy treats. That’s when I decided to turn my passion project into something more. What started as a fun activity quickly transformed into a thriving business!
What advice would you give to other entrepreneurs who want to follow in your footsteps?
My top few pieces of advice:
- Love what you do – Entrepreneurship is not for the faint of heart, it requires resilience, hard work and the ability to navigate challenges and setbacks. There will be sacrifice and uncertainty, but if you truly love what you do, that passion will drive you forward, even in the toughest times. Success comes not just from a great idea but from the dedication and perseverance to see it through.
- Stay adaptable – The business landscape is constantly evolving. Be ready to pivot when needed.
- Embrace challenges – Every setback is an opportunity to refine your business and grow stronger.
- Have confidence in yourself, your product/service and your capabilities. If you believe in these things, others will too.