Today's Edition
SARA ALZAABI (ABU DHABI)
The Khalifa Fund for Enterprise Development is backing Emirati entrepreneurs at Istanbul's 23rd Bayim Olur Musun franchise fair, running from October 16 to 19.
At the Emirates Franchise Association pavilion, UAE-grown brands are taking their first steps into Türkiye, the Balkans, the Caucasus and Eastern Europe.
Among the participants are Be Fit Healthy Meals, Rituals Beauty Lounge, and Rolling Wheels Entertainment, each bringing a distinct offering to international markets.
Speaking to Aletihad, the founders explained what the milestone means for their businesses, the UAE, and the future of franchising.
For Mohammed Saleh Al Musabi, founder of Be Fit Healthy Meals, Istanbul represents a gateway.
"Joining the Istanbul Franchise Exhibition is a big step for Be Fit. It's our first move toward international expansion. This event helps us show our healthy food concept, created in Abu Dhabi, to the world. For Emirati entrepreneurs, going global is important because it shares our country's innovation and supports the UAE's growing role in global business."
What sets Be Fit apart, he said, is a balance of taste, convenience and trust.
"Our meal plans are made by nutrition experts and focus on balance and quality. In global markets, we bring a tested and trusted concept that already works in Abu Dhabi."
Innovation and sustainability, he added, are built into their model.
"We use customer feedback and data to improve our menu and service.
The franchise model helps us grow while keeping the same high quality. We also focus on sustainability by using eco-friendly packaging, reducing waste, and supporting local suppliers."
For Hameda Saif Al Hameli, founder of Rituals Beauty Lounge, the exhibition is about more than expansion, it is about recognition.
"Participating in the Istanbul Franchise Exhibition is a proud milestone for our brand and a reflection of the UAE's growing global influence in entrepreneurship. For us, this participation is not just an opportunity to expand, it is a chance to connect with global investors, explore partnerships, and showcase the creativity and quality that Emirati brands bring to international markets."
Her unique spa concept combines Korean wellness traditions with Emirati hospitality.
"We proudly introduced the Hygiee Spa concept from Korea to the UAE; a first-of-its-kind head spa experience that combines ancient Korean wellness techniques with modern practices. Internationally, our value lies in bringing a distinctive Emirati touch to wellness - where innovation meets tradition and excellence defines every detail."
Sustainability is central to her brand's expansion vision.
"We focus on eco-friendly practices, responsible sourcing of ingredients, and building long-term, ethical partnerships. Our goal is to create a business model that not only grows but also contributes positively to people, communities, and the environment."
For Israa Al Saiqal, founder of Rolling Wheels Entertainment, the Istanbul fair is a launchpad.
"Our participation in the Istanbul Franchise Fair represents an important milestone in Rolling Wheels Entertainment's journey. It is not just a commercial event, but a strategic step toward expanding into global markets. Global exposure is essential for Emirati entrepreneurs because it allows for the exchange of experiences, attracts investment, and showcases the UAE's image as a country building a diversified, globally competitive knowledge economy."
Her company's value, she said, lies in reimagining entertainment.
"Rolling Wheels is distinguished by its integration of innovative entertainment, community health, and human connection. We do not offer traditional entertainment activities; rather, we create integrated experiences that encourage movement, fun, and positive interaction between individuals and families."
Al Saiqal envisions international expansion powered by innovation.
"Following our participation in Istanbul, we plan to expand into the GCC and several European cities. Our long-term vision is for Rolling Wheels to become the regional leader in innovative entertainment, combining movement, joy, creativity, and experiences that unite people across cultures."
All three entrepreneurs credited the Khalifa Fund with enabling them to compete abroad.
As Al Musabi noted: "Support from Khalifa Fund is very helpful; it gives Emirati entrepreneurs funding, guidance, and access to international opportunities. This helps us grow faster and stronger.
With Be Fit, we want to represent the UAE proudly and show the world the success of Emirati brands."
Al Hameli echoed that view, saying Khalifa Fund's guidance and international exposure "empowers Emirati entrepreneurs to go beyond borders", while Al Saiqal said that every new branch abroad is "an Emirati success story that reinforces the UAE's position as a global hub for innovation and creative industries".
