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TikTok’s Kinda Ibrahim on how the platform is shaping the UAE’s creator economy

TikTok EMEA’s regional GM of Operations discusses the platform’s economic impact, the rise of creator-led businesses and the future of digital entrepreneurship in the UAE

Neesha Salian
Neesha Salian

27 July, 2026

TikTok’s Kinda Ibrahim on how the platform is shaping the UAE’s creator economy
Image: Supplied

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TikTok‘s role in the UAE has expanded beyond short-form entertainment, with the platform increasingly positioning itself as part of the country’s wider digital economy.
According to The TikTok Effect: Enabling the UAE’s Dynamic Digital Economy report, developed with Redseer Strategy Consultants, TikTok-supported SMB activity contributed approximately Dhs1.1bn in gross value added (GVA) to the UAE economy in 2024, supported around 7,000 jobs and helped more than 10,000 entrepreneurs start their businesses.
The findings were recently discussed at the UAE Forward Forum, held at Dubai’s Museum of the Future, which brought together government leaders, industry experts, creators and entrepreneurs to explore the future of the UAE’s digital economy, digital trust and responsible innovation.
The event featured discussions on creator-led entrepreneurship, online safety, digital wellbeing and the role of public-private collaboration in building a trusted digital ecosystem. Speakers highlighted how digital platforms are reshaping the way businesses reach customers, how creators build new revenue streams and how communities engage with technology.
In an interview held at the event with Gulf Business, Kinda Ibrahim, regional GM of Operations, EMEA, TikTok, discusses the report’s findings, the evolution of the creator economy, TikTok’s growing role as a discovery platform, and how the company is balancing innovation with digital safety across one of its most strategically important markets.

TikTok has released its first Economic Impact Report for the UAE. What were the biggest findings for you, and what did the report reveal about how the platform has evolved over the past few years?

It was exciting to be at the Museum of the Future to share the findings of the first edition of the Economic Impact Report, which we developed in partnership with Redseer Strategy Consultants.
Some of the key findings are worth highlighting. TikTok-supported SMB activity generated approximately Dhs1.1bn in gross value added (GVA) for the UAE economy and supported more than 7,000 jobs.
The report also estimates that more than 10,000 SMBs started their businesses because of TikTok.
One of the most interesting findings is that one in four creators cite TikTok as the primary reason they started creating content. Many of them are now thinking about how to turn content creation into a sustainable career, whether through generating income directly on the platform, working with brands, using tools such as TikTok One, or monetising through TikTok LIVE.
The report also found that TikTok LIVE enabled more than three million creators in the UAE to go live, and 75 per cent of them generate income through TikTok LIVE.
These findings demonstrate the contribution platforms like ours can make to the UAE economy. They also reinforce our ambition to continue developing the creative economy by working with government entities and institutions to help more creators become entrepreneurs and build sustainable careers.

TikTok started as an entertainment platform, but it has evolved considerably. What trends are shaping the platform’s future and its role in the creative economy?

One of the biggest trends is TikTok becoming more of a discovery engine.
What that means is that we’ve significantly lowered the barriers to entry. Creators can produce authentic, relatable content around their passions, and that content can find its audience without having to compete with creators who already have millions of followers.
Everybody has an opportunity to create, reach an audience and build a community.
Community is something we pay very close attention to because many of these communities begin organically on TikTok, and then we work with them to help them grow.
A great example is BookTok. There are more than 80 million BookTok creations globally. It began as a grassroots community of book reviewers and has transformed book sales around the world.
We’ve seen similar growth with Learn on TikTok. Creators began organically producing educational content covering subjects such as maths, science, finance, cooking and everyday life hacks. That inspired a global learning community that we continue to invest in and nurture.
Entertainment, particularly film and television, remains a major content category. Sports is another. We recently wrapped up the FIFA Club World Cup, where our partnership with FIFA drove significant engagement globally.
Our approach is to identify communities and content categories that emerge organically, then provide creators with the tools, insights and support they need to turn their passion into sustainable careers.

As governments introduce new regulations around digital platforms, how is TikTok ensuring it remains a responsible platform?

We’re just as concerned about these issues as everyone else. When it comes to youth safety, we’ve been among the leading platforms in introducing tools and features designed to create a safer experience for younger users.
We’ve also developed parental controls that help families manage their children’s experience on the platform. We want to continue having these discussions, understand how regulatory frameworks evolve and remain an active contributor to those conversations.

Looking ahead, what excites you most about TikTok’s future?

Creators are truly at the heart of our platform. Their authenticity is what makes TikTok unique. We want to continue improving the tools and features that make content creation easier, safer and more rewarding.
Listening to creators’ feedback is incredibly important because that’s how we continue innovating and improving the platform.
What excites me most is that despite our tremendous growth, we’ve remained true to what TikTok represents and to what our creators need. That’s something we’re committed to maintaining in the years ahead.

What are some of the biggest challenges TikTok faces in this region?

The Middle East is incredibly diverse.User preferences differ from one country to another, and every market has its own cultural nuances.
The challenge is finding the right balance, ensuring community guidelines and platform experiences work across different markets while also preserving what makes each country’s creator community unique. It’s an ongoing journey, but it’s also what makes this region so exciting.

How important is the UAE to TikTok’s regional strategy?

The UAE is one of our most important markets in the region. When it comes to the creator economy, the UAE has become one of the leading countries globally in attracting creators from across the region and around the world.
It has developed the right policies, licensing frameworks, infrastructure and support systems that enable creators to establish themselves here.
We’re excited to continue partnering with the UAE as it builds its creative economy.

Houthis target Saudi Aramco oil sites while US pauses Iran strikes

US President Donald Trump halted air strikes on Iran for the first time in 13 nights as Yemen’s Houthi militants targeted Saudi oil infrastructure on the Red Sea

Reuters
Reuters

26 July, 2026

Houthis target Saudi Aramco oil sites while US pauses Iran strikes
The Houthis have declared a naval blockade of Saudi Arabia over the past week. (Image: Getty)

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Yemen’s Iran-aligned Houthi militants fired on Saudi oil installations in two ports on the Red Sea coast on Saturday, but the US held back from launching air strikes on Iran for the first night in two weeks.

Washington gave no immediate explanation of why it had abruptly halted a streak of 13 nights of escalating strikes in retaliation for Iranian attacks on shipping in the Strait of Hormuz since an interim deal to end hostilities collapsed.

There were also no reports on Saturday of attacks from Iran on its Gulf neighbours, like those which have been taking place daily in response to the US attacks.

Axios, citing two unidentified sources familiar with the matter, said President Donald Trump on Friday directed the military not to conduct new strikes against Iran. On Saturday, a senior US official told Reuters that Trump “has always been clear that his preference is diplomacy, but he has shown Iran what will happen if they fail to come to the table in a serious way.”

On Friday, Trump said the ‌US and Iran were in talks to ​negotiate an end ​to their conflict, but ⁠repeated that Tehran ​was not yet ready ​for a deal.

Despite the lull in the Gulf, fighting between Iran‘s Houthi allies and Saudi Arabia was a sign that the war, which has already disrupted energy supplies through the Strait of Hormuz, could be spreading to a second major shipping route, and reigniting Yemen’s own civil war.

War threatens to spread to Yemen

Houthi military spokesperson Yahya Saree said the group had successfully struck sites belonging to Saudi state oil giant Aramco in Jizan and Yanbu.

Two Asia-based trading sources said that they had been informed of potential damage to fuel and oil storage sites at Jizan. Aramco 2222.SE did not respond to requests for comment.

In Yanbu, two ballistic missiles aimed at oil installations were intercepted by a US-made Patriot battery operated in Saudi Arabia by the Greek military under an agreement with Riyadh, Greek security sources said.

Yanbu is Saudi Arabia’s main Red Sea oil port, where millions of barrels a day are loaded, and has become the main route out for Saudi oil skirting the Strait of Hormuz, which has been blockaded by Iran. Jizan, on the Red Sea close to the Yemeni border, is the site of a refinery with a capacity of 400,000 barrels per day.

In Yemen, the air force of the Saudi-backed, internationally recognised government, which has opposed the Houthis for more than a decade, struck Houthi missile and drone launch sites and arms depots in the Marib and al-Jawf provinces, Yemeni officials said.

Earlier, the Saudi-led military alliance said it had bombed Houthi military positions on Friday in the Red Sea port of Hodeidah.

The Yemeni officials said both sides in Yemen’s civil war were mobilising forces along the front.

Saudi-led coalition strikes Hodeidah

Saudi Arabia has led an Arab coalition battling against the Houthis for more than a decade since the Iran-aligned fighters captured Yemen’s capital, Sanaa.

The Yemeni civil war has been paused under a ceasefire since 2022. But that truce broke down this month, with the Houthis effectively joining the wider war their Iranian allies have waged since being attacked by the US and Israel.

The Houthis have declared a naval blockade of Saudi Arabia over the past week, and Houthi leader Abdul Malik al-Houthi said all Saudi oil facilities could be targets.

Global oil prices soared this week, with Brent crude spiking above $100 a barrel for the first time since May.

Trump on Friday vowed “major military punishment” for Tehran and the Houthis after the Houthis struck two Saudi tankers in the Red Sea.

An interim truce meant to end the war effectively collapsed two weeks ago, with US forces striking targets in southern Iran in response to Iranian disruption of shipping in the Strait of Hormuz.

Saudi Arabia issues fresh Yanbu warning before declaring danger over

Authorities issued a precautionary alert through the National Early Warning Platform in Yanbu before later announcing the threat had passed

Gareth van Zyl
Gareth van Zyl

25 July, 2026

Saudi Arabia issues fresh Yanbu warning before declaring danger over

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Saudi Arabia’s Civil Defense issued a fresh precautionary warning for residents of Yanbu Governorate on Saturday before later announcing that the potential danger had passed.

In a post on X, the Civil Defense said the National Early Warning Platform had issued an alert for Yanbu Governorate, urging residents to follow official safety instructions. The authorities did not disclose the nature of the potential threat.

View post on X

A short time later, around 7:25 UAE time, the Civil Defense confirmed the situation had returned to normal.

“Alert: The danger has passed in Yanbu Governorate. For your safety, continue following Civil Defense instructions and avoid gathering and filming. In case of emergency, call (911),” the authority said.

The latest warning came after Saudi authorities earlier issued similar alerts for both Yanbu Governorate on the Red Sea coast and Jazan Province in the country’s southwest.

Officials subsequently confirmed that the danger had passed in both areas, with no reports of casualties or damage.

The alerts come amid heightened regional tensions after Saudi Arabia resumed military operations against Houthi targets in Yemen.

Late on Friday, the Saudi-led coalition said it had launched what it described as a proportionate military response against Houthi military targets in Yemen’s western Hodeidah province after the group targeted commercial vessels in the Red Sea.

The coalition said Hodeidah Port had not been targeted and stressed that Yemeni ports remain open to maritime traffic. The Houthis, however, accused Saudi Arabia of carrying out air strikes on Kamaran Island and telecommunications facilities in Hodeidah.

The renewed hostilities follow the Houthis’ announcement earlier this week that they would ban Saudi-linked shipping in the Red Sea and the Bab al-Mandab Strait.

Saudi Arabia responded by pledging a “firm and forceful” response and introducing measures aimed at protecting commercial shipping transiting one of the world’s busiest maritime trade routes.

Authorities have not indicated whether Saturday’s warnings in Yanbu and Jazan were directly linked to the ongoing military escalation.

‘Locked and loaded’: Trump warns Iran as US keeps door open to nuclear deal

President Donald Trump said the US was “locked and loaded” for further military action against Iran but insisted diplomacy remained possible

Reuters
Reuters

25 July, 2026

‘Locked and loaded’: Trump warns Iran as US keeps door open to nuclear deal

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US missiles struck targets across Iran on Friday and President Donald Trump vowed “major military punishment” for Tehran and its Houthi allies in Yemen, though he once again left open the door to a diplomatic deal with Iran.

Two weeks after the collapse of an interim truce meant to end the war, Iranian armed forces responded by firing at US bases in neighbouring Arab countries and warning that they could strike non-military buildings there used by US personnel.

Trump has threatened in recent days to widen targets to Iran’s energy plants and bridges, send ground forces to seize its oil hub of Kharg Island, and bomb a deep-underground nuclear-linked site known as Pickaxe Mountain.

On Friday, he said he had not yet made a decision on new major strikes, however.

“We are talking to them,” Trump told reporters at the White House. “I think they’re being serious. I think … they are being by far the most serious that we’ve seen them, but that doesn’t mean we get there.”

Asked what the exit strategy was for the Iran war, Trump said, “There’s a military exit where we just keep going just the way we are, and we can even make it a heavier dose, and it’s knocking out everything they have. Or there’s a smarter strategy that you make a deal.”

But he added, “We’re locked and loaded. We’re ready to go.”

Later in the day, Trump said Israeli Prime Minister Benjamin Netanyahu would visit the United States next week. The two leaders are expected to meet on Tuesday as the US-Israeli war on Iran completes five months.

The key waterway of the Strait of Hormuz, the entrance to the Gulf, has so far been the focus of a war that has killed thousands in almost five months, stoked global inflation and fanned fears of an economic downturn.

The Houthis, who control northern and western Yemen, have also declared a naval blockade of Saudi Arabia, which has diverted millions of barrels of oil by pipeline each day to the Red Sea to skirt Iran’s near-total blockade of Hormuz.

After the Houthis said they had struck two Saudi tankers in the Red Sea on Thursday, Trump said he would hold Iran accountable for any further attacks by the fighters.

A Saudi vessel sustained minor hull damage from an attack in the Red Sea on Friday, state news agency SPA said.

The Saudi-led coalition in Yemen said it struck Houthi military sites there, saying they were used to threaten commercial shipping.

Reuters could not immediately verify the reports.

Iran threatens US forces

The US military launched air strikes on Iran late on Thursday and early on Friday, racking up 13 consecutive nights of attacks.

In a statement on X, the Iranian health ministry said 59 people had been killed and 666 wounded since the resumption of clashes with US forces in late June.

Iranian media cited the head of Iran’s top joint military command as saying Iran would kill a member of the US forces for every Iranian killed.

The war has killed 18 US service members. The Pentagon has said 100 service members had been injured since July 7. Officials have told Reuters that more than 500 US troops have been injured so far.

Pakistan exploring path for talks, sources say

Brent futures stood down more than $4 at a little over $96 on Friday, after the previous day’s attack on the Saudi tankers in the Red Sea’s Bab el-Mandeb strait boosted oil prices 7 per cent to $100 per barrel for the first time since May.

Sources said Pakistan was exploring a path towards resuming stalled talks between the US and Iran to end the war, after China initiated a push.

Exploratory discussions took place during a visit by Iran’s Interior Minister Eskandar Momeni to Islamabad this week — his second in the last 10 days, three Pakistani sources said.

Tankers rerouting, shipping insurance rises

The Houthi attacks forced several other tankers to turn around and head north through the Suez Canal, which would be a much longer route to Asia, by sailing around Africa.

Still, half of the 18 ships exiting Bab el-Mandeb on Thursday were carrying crude oil, including two Chinese supertankers, while the number of tankers crossing through the Strait of Hormuz fell to just one, the lowest since May 7.

US warns citizens in Mideast to exercise caution

The Iranian army said it had attacked US military equipment depots at Al-Adiri, officially named Camp Buehring, in northern Kuwait, and the positions of US troops at Camp Arifjan and at Camp Doha, near Kuwait City.

In the early evening, Kuwait said its air defences were intercepting “hostile” targets launched from Iran.

Iran’s Revolutionary Guards said they had significantly damaged a surveillance tower used by the US Fifth Fleet in Bahrain.

MoHRE clarifies health insurance rules for work permits: What employers need to know

The move forms part of broader efforts to strengthen labour market governance and improve the efficiency of government services while safeguarding the rights of employers

Nida Sohail
Nida Sohail

24 July, 2026

MoHRE clarifies health insurance rules for work permits: What employers need to know

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The Ministry of Human Resources and Emiratisation (MoHRE) has issued a new guide outlining the existing procedures governing the link between work permit issuance and renewal and valid worker health insurance coverage, reinforcing compliance while confirming that no additional obligations have been introduced for employers.

The ministry said the guide is designed to clarify and regulate processes that are already in force by automatically integrating them into the work permit issuance and renewal system. The move forms part of broader efforts to strengthen labour market governance and improve the efficiency of government services while safeguarding the rights of employers and workers, a WAM report said.

Read more-Major WPS update: MoHRE unveils new compliance approach for UAE businesses

By electronically linking work permit services with the verification of workers’ health insurance coverage, MoHRE aims to simplify compliance checks through its digital platforms. The ministry said the integration will help ensure uninterrupted health insurance coverage for employees, accelerate administrative procedures and make the overall process more seamless for businesses.

Existing requirements reaffirmed

According to the ministry, the guide reiterates that work permits cannot be issued until a valid health insurance policy has been verified in accordance with the regulations and standards approved by MoHRE.

The document also clearly outlines the conditions governing health insurance policies, including compliance with minimum approved coverage requirements and maintaining coverage throughout the validity of the work permit. It further stipulates that workers must not bear any portion of the cost of obtaining or renewing health insurance and that policies cannot be cancelled during the permit period in a way that leaves employees without coverage.

MoHRE said the guide is intended to provide greater transparency for employers while ensuring consistent implementation of existing regulations across the labour market.

The ministry added that the nationwide health insurance system for workers was fully implemented at the beginning of 2025 following a Cabinet Decision extending mandatory health insurance to private-sector employees and domestic workers in the northern emirates.

The nationwide rollout complements health insurance systems already operating in other emirates, ensuring comprehensive worker coverage across the UAE. According to MoHRE, the initiative supports employee welfare, promotes a decent standard of living for workers and enhances the competitiveness of the country’s labour market by reinforcing a sustainable and transparent regulatory framework.

Abu Dhabi authority tightens sales rules with new commercial permits: Key details

The revised framework establishes a dedicated regulatory approach for businesses, professionals and other eligible entities

Nida Sohail
Nida Sohail

24 July, 2026

Abu Dhabi authority tightens sales rules with new commercial permits: Key details

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The Registration Authority (RA) of ADGM, the international financial centre of Abu Dhabi, has introduced an updated Commercial Permits framework alongside new regulations and comprehensive guidance governing sales and promotional activities.

The move is designed to provide businesses operating within ADGM with greater regulatory clarity, more efficient permit processes and a stronger framework for consumer protection, as commercial activity within the financial centre continues to expand, a WAM report said.

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The revised framework establishes a dedicated regulatory approach for businesses, professionals and other eligible entities undertaking specified sales and promotional activities within ADGM’s jurisdiction. By creating a unified set of requirements, the Registration Authority aims to simplify application procedures, improve legal certainty and introduce consistent standards for a broad range of commercial promotions across sectors.

The authority has also published comprehensive guidance on Commercial Permits for Sales and Promotions, offering businesses practical information on applicable rules, permit requirements and application procedures. The guidance explains which activities require permits, outlines regulatory expectations and provides a step-by-step overview of the application process through the Access ADGM portal, helping entities navigate the updated regulatory landscape more efficiently.

Digital-first permit process aims to improve compliance

The updated framework reflects ADGM’s focus on making regulatory compliance more straightforward through a streamlined digital application process.

By clearly outlining permit requirements, supporting documentation and eligibility criteria, the Registration Authority aims to reduce administrative complexity while enabling businesses to secure approvals more efficiently. The guidance is expected to help organisations better understand their obligations and comply with the latest regulatory requirements with greater confidence.

The strengthened framework introduces clearer and more comprehensive requirements covering a wide range of promotional activities, including temporary sales discounts, clearance discounts, instant prize campaigns, prize draws, product launches and promotional stands.

By consolidating legislative requirements into a single framework, ADGM aims to provide businesses with greater certainty while promoting fair commercial practices and improving regulatory consistency across its jurisdiction.

Stronger consumer safeguards underpin regulatory reforms

The framework also enhances consumer protection by encouraging greater transparency, accountability and responsible promotional practices. In addition, it provides the Registration Authority with clear supervisory powers to monitor compliance, investigate potential misconduct where necessary and take appropriate enforcement action, reinforcing confidence in the marketplace.

The updated application process has been designed to improve operational efficiency through a more streamlined digital experience. Clearly defined documentation requirements and application procedures are expected to support faster processing times while giving applicants greater certainty throughout the permitting process.

Rashed Al Blooshi, CEO of the Registration Authority of ADGM, said, “Meeting the evolving needs of ADGM’s business community while maintaining high standards of governance, transparency and consumer protection remains central to the Registration Authority’s mandate.”

He added, “The updates to the Commercial Permits framework and the new Sales and Promotions guidance respond to the increasing scale and sophistication of commercial activities within ADGM, providing businesses with greater clarity, a more efficient application process and practical support to meet their obligations with confidence.”

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