Part 11/13:

The Gulf countries are increasingly diversifying their international partnerships. While traditional alliances with the United States remain vital for security, they are expanding their economic diplomacy toward Asia. Countries like China and South Korea are forging strategic, trade, and cultural ties—Japanese-style pop culture, Korean skincare, and other successful exports are symbols of this soft-power expansion.

Korean skincare brands, for example, are booming, driven by regional demand for beauty and wellness products inspired by Korean dramas and K-pop. Entrepreneurs like Sangi Wo plan to open beauty lounges in Dubai, demonstrating the region’s openness to international trends and investments.