DUBAI: TikTok has launched the second edition of its Creator Hub program in the Middle East and North Africa region.

The second iteration, which is focused on spotlighting women-led businesses, will be rolled out in a competitive format to culminate in an awards ceremony in Riyadh, Saudi Arabia.

Kinda Ibrahim, TikTok’s general manager of operations for the Middle East, Turkiye, Africa, Pakistan, and South Asia, said: “TikTok believes in the boundless potential of women entrepreneurs in the MENA region and is dedicated to creating an environment where their ambitions can thrive.”

She added that the initiative aimed to support women in business by amplifying their voices, sharing their stories, and building a supportive community.

Participants are required to submit a video introducing themselves and their business in the first phase of the program. A shortlist results, based on creativity, relevance, and guideline adherence.

Those shortlisted must then share an elevator pitch of their business, which is open to voting on TikTok.

The top 10 videos will be evaluated by a jury panel comprising lifestyle influencer and businesswoman Karen Wazen; Chahrazad Al-Hajjar, the founder of Chahrazad’s Cuisine The Bakery; Doaa Gawish, CEO and founder of The Hair Addict; and UN Women’s Chief of Communications for the Arab States Region Montira Narkvichien.

TikTok will also host workshops and panels featuring jury members, who will offer insights and advice to the participants.

The awards ceremony takes place in February in Riyadh, and three winners will be announced, the first of whom receives $10,000, while those in second and third place receive $5,000 each.