From greeting cards inspired by Arab traditions to fashion accessories that celebrate life in Dubai, a growing number of start-ups are embracing local culture in creative ways. Hala Khalaf talks to some of the entrepreneurs
The start-up culture across the Middle East is growing but not new. Young men and women across the region have long been successful at creating new products, starting new companies and inspiring an entrepreneurial and e- commerce scene that is ever-evolving.
We spoke to some of the local entrepreneurs who are using elements of Arab culture in their products, providing a slice of Arabian life not often found on store shelves through products that offer an intuitive, accurate and sometimes playful take on the region’s traditions.
in Morocco and moved its headquarters recently to Dubai. Its videos, created by and for Arabs, focus on brands and issues relevant to them. “We try to understand what makes people happy, what engages them, and we work with brands to help them create videos that help engage with their consumers,” says chief executive and founder Mehdi Benslim. Buzzkito creates more than 20 videos a day and their content reaches 27 million people a month on an average.
“We work with psychologists who try to understand and then explain to us what makes Arab people happy,” says Benslim. “Based on that, we create content based on each region or country. We rely strongly on platforms such as Facebook and Instagram.
“There is a lack of original Arab content in the region so we are doing very well by taking into account the differences in language and culture between each country.”