AYA Media explores world of Arab influencers in new reality show

Caption: Tala Beseisso, Nour Almalky, Sarah Issa, and Yasmine Zaid will compete in 12 different challenges. (Supplied)
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Updated 09 February 2021
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AYA Media explores world of Arab influencers in new reality show

DUBAI: The popular YouTube show “AYA,” which focuses on fashion, beauty, self-improvement, and entrepreneurship, is set to make its TV debut with a new reality series called “Zeros to Heroes” (“Zeros ل Heroes”).

Dubai-based entertainment company AYA Media has begun production of the fully funded series, which follows four aspiring female influencers from the Middle East as they attempt to carve out a career in the influencer marketing industry.

Tala Beseisso from Palestine, Nour Almalky from Iraq, Sarah Issa from Lebanon, and Yasmine Zaid from Morocco, will compete in 12 different challenges every episode, covering topics from mindfulness and fitness to career development.

The winner of “AYA” (“As You Are”), produced by Delta Productions, will receive a business start-up kit to launch their fledgling entertainment career.

Andrew Maskall, CEO of Middle East Youth Media, the holding company behind AYA Media and “Zeros to Heroes,” said the show’s name represented its dynamic. “We chose four girls who are all starting out in this career path. We deliberately chose four diverse personalities; they are all very strong young women.”




Andrew Maskall is the CEO of Middle East Youth Media. (Supplied)

The show will be hosted by Iraqi-Belgium singer, songwriter, and vlogger Sandra Sahi – who has more than 870,000 YouTube subscribers and 625,000 Instagram followers – who will be the girls’ mentor.

“We chose Sandra because she is very relatable. She is very much on the same level with the contestants, although she is obviously a lot more experienced,” added Maskall.

Sahi said: “I’ve been an artist and a social media figure since I was 17 and the industry is still evolving. I’m much more than a mentor to the girls, I’m very much on a journey of self-discovery with them.”

Maskall said: “I think influencers are very, very powerful in this region, as indeed they are in the rest of the world. You see these impossibly beautiful women wearing impossibly expensive clothing and living a life which very few people can live – you know, good for them.

“But I think that young people, particularly Generation Z – that’s the generation who have grown up with social media – are looking for something more relatable. They want to be on the same level as the influencers.

“This is a much more relatable approach. ‘As You Are’ is about being yourself rather than, let’s say, ‘look at my perfect life’ approach,” he added.

Issa told Arab News that taking part in the show had helped her to become more confident in front of a camera.

“There have been many instances where we have filmed complete episodes without any makeup. It just teaches us to embrace and love our flaws,” she said.

Zaid said: “Working on this show has taught me what drive and commitment really means, and I’m learning from the incredible cast every day.”

Almalky said: “I love that we all get to be ourselves and share our thoughts on various topics so openly. I also love that through the show, I am lucky to have a platform that sends across an important message to young women in the region – to be themselves.”

Beseisso said: “We do have disagreements because we’re all unique individuals with different personality traits, but the key is to always listen to the other points of view and reach a middle ground where everyone is happy with the outcome. We’re all here to support and help be our best versions.”

The show is scheduled to air in April. “We are currently in preliminary discussions with a number of local and international organizations to take this fully funded production to as wide an audience as possible,” said Maskall.


Saudi traditional meal anchors Al-Balad’s culinary scene

Ghalib Naji Al-Shadwy (center) with his son (right) and longtime customer Abu Samer Al-Sulami (left). (AN photo)
Updated 14 December 2025
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Saudi traditional meal anchors Al-Balad’s culinary scene

  • Slow-cooked sheep’s head is drawing new generations and visitors to Jeddah’s historic district

JEDDAH: In the streets of Al-Balad, where centuries-old buildings frame one of Saudi Arabia’s most storied districts, culinary heritage continues to draw visitors as powerfully as architecture. 

Among the area’s enduring attractions is Al-Shadwy for Sheep Head Meat, a family-run restaurant that has served one of the Kingdom’s most traditional dishes since 1958, turning a once-necessity meal into a symbol of Saudi food culture and hospitality.

Tucked into Baba Makkah, Al-Balad’s historic core, Al-Shadwy began as a modest corner table before becoming a landmark destination for locals, food enthusiasts and tourists seeking an authentic taste of the past.

Eating sheep’s head has long been rooted in Arab culinary traditions, shaped by the principle of using the entire animal and avoiding waste. (AN photo)

Now run by the third generation of the Al-Shadwy family, the restaurant remains devoted to a single specialty; sheep’s head, slow-roasted over charcoal using a recipe unchanged for decades.

Eating sheep’s head has long been rooted in Arab culinary traditions, shaped by the principle of using the entire animal and avoiding waste. In Saudi Arabia, the dish evolved into communal meal associated with generosity, warmth and social gathering.

Sixty-five-year-old owner Ghalib Naji Al-Shadwy, who inherited the restaurant from his grandfather and father, remains a familiar presence at the restaurant, overseeing the service and greeting customers. 

FASTFACTS

• Al-Shadwy for Sheep Head Meat is a family-run restaurant in Al-Balad that has served one of the Kingdom’s most traditional dishes since 1958.

• It began as a modest corner table before becoming a landmark destination for locals, food enthusiasts and tourists seeking an authentic taste of the past.

He told Arab News that the dish has been central to Saudi culinary culture for generations.

“The sheep’s head has been a staple in Saudi Arabia and other GCC countries culinary culture for centuries,” he said. “Traditionally, it was a meal served during cold winter mornings to provide energy and warmth. In many regions of Saudi Arabia, the sheep head (is) always on the top of the main plate for guests, and families festive holidays gather in restaurants or at home to enjoy the sheep’s head, making it a social and festive occasion.”

In Saudi Arabia, the dish evolved into communal meal associated with generosity, warmth and social gathering. (AN photo)

Speaking about its significance in hospitality culture, he added: “Serving it to guests is considered an act of generosity and care.” Rich and filling, it is most commonly eaten as breakfast or an early morning meal.

Preparing sheep’s head is a slow, careful process. According to Al-Shadwy, the heads are cooked at low temperatures to soften the tendons and connective tissue, resulting in tender meat and deep flavor.

The preparation includes curing and slow cooking, a method that has remained largely unchanged at the restaurant for more than six decades. 

Being a family-owned restaurant here for so many years makes us a part of Jeddah’s history.

Ghalib Naji Al-Shadwy, Al-Shadwy for Sheep Head Meat owner

“I’ve cooked many sheep heads a while back and I still enjoy it,” he said. “Most of the customers actually prefer the head and the brain.”

Despite its small size and somewhat tucked-away location, the restaurant’s popularity is unmistakable. Long queues form outside each morning, often guiding first-time visitors to its door. A sign reading “Al-Shadwy Mandi” in Arabic marks the entrance, while the steady crowd confirms its reputation.

Over the years, the restaurant has attracted officials, celebrities and social media figures, with photographs of notable guests lining the walls. Al-Shadwy said the steady attention reflections Al-Balad’s growing appeal as a cultural and culinary destination.

He said that interest in sheep’s head is no longer limited to older generations. Younger Saudis, he said, are increasingly curious about traditional dishes, while tourists often see it as an adventurous experience. 

“For many visitors, trying sheep’s head is considered ‘extreme food’ or a challenging dish,” he said. “But it gives them a sense of adventure and a unique story to tell.”

Inside the lively restaurant one morning, longtime customer Abu Samer Al-Sulami, who has been dining there for 40 years, described it as a rare example of authentic Saudi cuisine.

“I am a regular customer here and always come early in the morning because when you eat the sheep’s head it really gives you energy for work,” he said. 

Demand is highest in the early hours, particularly on Fridays. Al-Shadwy said the restaurant often sells out by mid-morning, making early visits essential.

“The number of sheep heads our restaurant sells daily varies but it reaches around 200 heads,” he added.

As he works alongside his two sons, Al-Shadwy says preserving the family legacy is as important as serving the fish. 

“Being a family-owned restaurant here for so many years makes us a part of Jeddah’s history,” he said.