The Middle East is becoming an increasingly attractive market for global brands looking to expand beyond their traditional markets. With a population of over 400 million and a growing consumer base that has increasing purchasing power, the region provides numerous opportunities. However, success in the Middle East requires more than simply introducing existing products to the market. Often overlooked by companies accustomed to a one-size-fits-all strategy, brands must deeply

This article explores why cultural relevance is essential for successful brand licensing with Gen Z in the Middle East and how brands can adapt products, messaging and partnerships to fit regional expectations.