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Shantelle Nagarajan
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How MENA’s cultural ambitions are redefining global gravity

Shantelle Nagarajan
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MCH Global's Saheba Sodhi writes on how cultural trends are shifting, with the Middle East at the epicentre.

culturalImage – Desert X Alula

There is something quietly radical happening across the MENA region, not loud, not performative … rather, deliberate, layered, and unmissable for those who are paying attention. For decades, the Middle East has been viewed as a place of rapid transformation, but rarely as the origin point of global cultural influence. That narrative is shifting and fast.

What we’re witnessing now is more than a wave of development. It’s a recalibration of global cultural gravity. The region once seen as pure-play importing creativity, is today shaping new futures through global partnerships.

In the past 18 months alone, we’ve seen announcements and activations that would’ve seemed improbable a


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Tags:Arab-futurismCreativescultural capitalglobal brandsMCH globalopinionSaheba Sodhi
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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