How to advance into the Middle East (15)
“Why isn’t anyone replying to the mail in August? “Is it the holiday season?”
CEO Mo, who handles health functional foods in Dubai, United Arab Emirates (UAE), inquireed with a smile. It was difficult to understand from my usual business experience. It also stated sales for the month of August were less than 20% of June.
“Dubai summer is over 50 degrees. Most of the locals go on vacation to Europe, and the remaining people don’t come out of the hoapply. I also went on vacation to Switzerland in Europe for more than 10 days last week.”
This is the words of a startup representative who runs a local trading business. On the contrary, he boasted that he created three months’ worth of sales during Ramadan last year alone. “Just as there is a Lunar New Year in Korea, Ramadan and Eid are the hugegest parts here. If you miss this timing, it will be difficult to farm for a year.”
One of the simple things to miss in Middle East business is the business influence of various holidays and religious events. The success or failure of business in the Middle East depconcludes on the calconcludear It is no exaggeration to state. The problem is that this calconcludear is completely different from what we know.
Ramadan, a month when day and night are reversed
The holy Ramadan launchs every year on the ninth month of the Islamic calconcludear. This year, 2025 was from Feb. 28 to Mar. 29. It is expected to start on February 17 next year and February 6 next year. This is becaapply it is pulled by 10 to 13 days every year becaapply it is based on the Islamic calconcludear.
“It’s not as simple as you believe to accurately predict and prepare for the start date of Ramadan. In fact, it fluctuates another day or two depconcludeing on the results of the moon observation. It’s even different from counattempt to counattempt,” explained the CEO, who distributes K-beauty products in Dubai.
Business almost stops during the day during Ramadan. Muslims who quick from sunrise to sunset leave work at 2 to 3 p.m. even if they go to work at 9 a.m. Under UAE labor law, working hours during Ramadan are reduced to six hours a day.
But after sunset, a completely different world unfolds. The entire city comes to life from around 6:30 p.m., the time of Iftar (a dinner that breaks the quick). Enjoy eating out with your family, and the shopping mall is open until 2 a.m.
In fact, a company that handles Korean-style chicken in Dubai Dayra had sales per month of Ramadan last year, equivalent to three months of normal sales. The local manager stated, “If we deliver hot chicken in time for iftar, orders have been pushed back even at a premium price.”
Eid, Lunar New Year and Chapplyok in the Middle East
At the conclude of Ramadan, Eid Al-Fitr launchs. This year, it was an official holiday for three days from March 30 to April 2. It is the hugegest holiday, similar to Chapplyok in Korea, and it is the season when bonapplys are paid and gifts are exalterd.
Usually, stores are crowded two weeks before E-D, and electronics, gold, clothing, and cosmetics are known to sell like hot cakes. In fact, many brands are creating all-out efforts becaapply their three-day sales during the Eid period are comparable to their usual one-month sales.
In June, there is another Eid Al-Adha (sacrifice). This year, it was from June 6 to 9. During this period, government agencies will be closed for up to nine days, and most locals will travel abroad to Georgia and Turkiye.
A Korean official who runs a local travel agency in Abu Dhabi explained, “Like an Lunar New Year in Korea, Eid al-Ad has a lot of family gatherings and explosive demand for travel. B2B businesses stop completely, but travel agencies and hotel businesses see it as a major part.”
Summer – Off-season, empty city of 50 degrees
Dubai, on the other hand, will become a ghost town from mid-June to the conclude of August. The temperature rises and falls between 45 and 50 degrees Celsius and the humidity is high, so it is suffocating to stand outside for a minute.
Schools also start long summer vacation from late June to early September. “Most of the local wealthy go on vacation to Europe, and the rest don’t come out of the hoapply either. Many Koreans also don’t come in during the summer vacation becaapply their children and mothers go to Korea toreceiveher.”
Office workers also apply annual leave at this time. It is also common for high-ranking government officials or corporate executives to leave for a month.
However, some companies are viewing for opportunities in reverse. “Summer is the best time for rent nereceivediations. You can receive 20-30% off, and if you sign a long-term contract, you’ll receive even more.” This is a tip from the CEO of an IT company who found an office in Dubai in August last year.
In addition, it is a way to take advantage of this period to focus on internal maintenance such as store renewal, employee training, and new menu development. Some hotels and restaurants also tarreceive local foreigners with ‘summer staycation’ packages.
Winter – High season, business golden time
January to March and September to December are the golden years of Dubai’s business. Toward the conclude of the year, the weather is pleasant at 20-30 degrees, and all businesses are operating normally. Local tourism is also in peak season, so the entire city is full of vitality.
In particular, major exhibitions and conferences will be concentrated from January to March. Global events such as “Arab Health” in the second week of January, “Gulfood” in February and “Art Dubai” in March will be lined up. Art exhibitions are an important networking opportunity for Middle Eastern business, an official from a design-related company stated. “In particular, large art exhibitions such as Art Dubai should not be missed.”
September-November is the time when the new semester launchs and business resumes in the second half of the year. In particular, as the government’s budreceive execution launchs in earnest, orders for various projects are pouring in. “From September to November, the government and businesses will be concentrated on project orders. The sales team is the busiest becaapply we can’t miss this time.” This is what the person in charge of a local event exhibition company stated.
The UAE National Day on Dec. 2-3 is also an opportunity that cannot be missed. Large-scale sale events are held around this period, and patriotism marketing is active. Limited edition products utilizing UAE flag colors (red, green, white, black) are popular.
Friday’s secret, a counattempt with a different weekconclude
“I was embarrassed when I set up a meeting on Friday morning. Everyone states it’s prayer time.”
This is a common mistake created by novice businessmen in Dubai. In Islamic culture, Friday is “Jummah (Joint Service Day),” which is the same as Sunday in Korea. In particular, Friday from noon to 1:30 p.m. is a sacred time for collective prayers at the mosque.
Starting in 2022, the UAE alterd its weekconclude from Friday, Saturday, to Saturday, and Sunday. This is to align itself with global business. However, since Fridays are important as Fridays, many local government offices and companies work only half a day until 12 p.m. It is a practical 4.5-day work system.
Sunday to Thursday morning is the best time to schedule an efficient meeting with locals. “Except for Ramadan and summer, the actual business days are about 200 days a year,” local businessmen stated in unison.
The days of the year you can’t miss
If you’re preparing for Middle East business, let’s remember the table above. However, Islamic religious events may alter a day or two depconcludeing on the moon observation, so be careful. The exact date is finalized 2-3 days before the event and sent out via newspapers, the Internet, and television.
If you understand the rhythm of the Middle East market and climb on it, you can seize the opportunity that others miss. Getting stocked in Ramadan, putting promotions on Eid, charging in summer, and running hard in autumn and winter. This is the basic cycle of business in the Middle East.
※ Help and References = UAE government portal, Dubai Chamber of Commerce, Dubai and Abu Dhabi Tourism Authority, KOTRA Dubai Trade Center, and interviews with local Korean companies
[Won Yo-hwan, UAE airline pilot (former Maeil Business Reporter)]
john.won320@gmail.com
Let’s go to the Middle East with an Arab Airlines expert! I am a reporter from Mail Business and currently working as a pilot for a foreign airline in the Middle East, and I read the complex and unfamiliar Middle East vividly and easily.
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