Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) revealed the much-awaited #BeMyGuest campaign video, featuring Bollywood star Shah Rukh Khan.
While the first video, which took YouTube by storm last year, featured Shah Rukh surprising residents and visitors in Dubai, this year, he explores what he considers to be his second home and takes viewers on a fascinating, multi-faceted journey through the city of endless possibilities.
Marking the first-ever collaboration between Shah Rukh and acclaimed Bollywood director Kabir Khan, the newly launched 2.0 #BeMyGuest potrays Shah Rukh’s journey across a series of short films that see him taking visitors to Dubai through a multifaceted destination that holds global brand appeal in much the same way he does as an actor. Shah Rukh reaches out to his legions of fans across the globe, and introduces them to the lives of three different characters, and how he personalizes each of their experiences of Dubai by injecting the warmth and spirit of the city that resonate with him, yet each customised to the needs of every visitor.
The stories allow audiences to explore Dubai and its variety and diversity of stunning tourist offerings, with Shah Rukh in his signature style leading them to create new memories and rekindle old ones in the city.
Shah Rukh said: “Last year, I invited my fans around the world to “Be My Guest” while giving them a glimpse into Dubai, as part of this exciting partnership with Dubai Tourism. This year, along with one of Bollywood’s most recognized directors, Kabir Khan, we’re taking that partnership further to exploring new places and attractions but with the signature essence of Dubai that truly makes it a place where every visitor can feel like they belong to even greater heights. I love this amazing city and I’m really looking forward to once again sharing my experiences with my fans.”
Issam Kazim, CEO, Dubai’s Corporation for Tourism and Commerce Marketing (DCTCM), said: “We are delighted to partner with Shah Rukh Khan once again for the new edition of this very special project, #BeMyGuest. There is no one quite like him — with his charisma, global appeal, and most importantly because he truly considers Dubai to be his second home and shares so many similarities with what Dubai stands for. Our video last year that saw Shah Rukh surprise and delight people in Dubai, garnered great response from across the world, but that was only the beginning of our journey.”
Dubai tourism and Shah Rukh Khan recreate #BeMYGuest magic
Dubai tourism and Shah Rukh Khan recreate #BeMYGuest magic
LuLu marks Founding Day with ‘Made in Saudi’ campaign
The Ministry of Industry and Mineral Resources honored LuLu Hypermarket in recognition of its pivotal role as the exclusive retail partner of the “Najoud Bikhairna 2026” initiative, commending its continued efforts in supporting and empowering national industries while showcasing the quality and competitiveness of locally manufactured products.
The initiative, led by the ministry in partnership with the Saudi Export Development Authority, represented by the Made in Saudi program, stands as a pioneering model of public-private sector collaboration in activating community-driven initiatives with sustainable impact. Through this program, more than 280,000 Saudi-made products were distributed to 10,000 families across various regions of the Kingdom during the holy month of Ramadan, reinforcing the presence of national products and strengthening the values of social solidarity among individuals and institutions alike.
The ministry’s recognition of LuLu Hypermarket coincided with the official launch of its Saudi Founding Day celebrations at the Dharat Laban branch in Riyadh, marked by the unveiling of a comprehensive promotional campaign dedicated to Saudi-made products. On this occasion, a wide range of special offers was introduced on local products, available across all LuLu Hypermarket branches throughout the Kingdom.
The inauguration ceremony was attended by Mohammed bin Dayel, general supervisor of the Made in Saudi program at the Saudi Export Development Authority, and Mohamed Haris, director of LuLu Saudi Arabia, alongside members of LuLu’s executive management team. The event featured a ribbon-cutting ceremony to officially open the specially designed Founding Day gateway.
Following the inauguration, guests toured several dedicated zones and exhibitions highlighting national products. The tour commenced at the grocery and “Made in Saudi” consumer goods sections, showcasing the diversity and quality of local brands. It also included the “Made in Saudi” dates pavilion, presenting a premium selection of the finest locally sourced dates in celebration of one of the Kingdom’s most iconic national symbols.
The visit continued to the fruits and vegetables section under the theme “From Our Land,” featuring an exceptional assortment of Saudi agricultural products, reflecting the richness and excellence of the local agricultural sector. Guests also explored the LuLu private label corner, which features products exclusively manufactured within the Kingdom for LuLu, reaffirming the company’s commitment to supporting local manufacturing.
The tour concluded with a presentation of “Made in Saudi” products within the chilled and frozen categories, underscoring the rapid growth and qualitative advancement of the Kingdom’s food manufacturing sector, and further reinforcing the strong market position and competitiveness of Saudi products.
