12 Jul 2024 20:51

Advertising & Marketing

UAE Millennials Lead Innovation in Transforming Foodie Culture from Instagram to In Real Life

Club Social to Launch on Yas Island Foodie Weekend on 27-28 April, with Insta-Worthy Food Trucks, Cooking Classes, and Workshops

UAE Posts MENA’s Highest Rate of Instagram Adoption, Second-Highest Daily Users

A young and social media savvy country, the UAE has the Middle East and North Africa’s highest Instagram adoption rate and second-highest number of daily users, at 1.2 million, according to the Mohammed Bin Rashid School of Government’s Arab Social Media Report.

Instagram is a major platform for spreading the culinary love in the UAE. A BCG survey shows that Millennials eat out over 3 times a week, 20 percent higher than non-Millennials.

“The UAE’s restaurants, hotels, and celebrity chefs are all harnessing Instagram to engage with youth audiences and to enhance their brands. Food is playing a starring role on Instagram and Snapchat. Millennials want more than to dine out, they want to spread the culinary love with communal experiences that that they can share with friends and family,” said Ramzi Nazhad, co-founder of BRAG.

Bringing together the UAE’s Millennial foodies, experiential event agency BRAG and Miral, the developer behind Yas Island’s leisure attractions, are collaborating to create Club Social. Celebrating the ‘social’ in social media, the Club Social destination and meet-up concept will launch its first edition will focus on food. The full weekend’s worth of dining, lounging, sunning, snapping, and posting on Yas Island will takie place from 27-28 April 2018 with the hashtag #SocialInRealLife.

Food lovers and foodie content creators can participate in more than 15 kinds of food experiences, live cooking stations and workshops, beach retail and sports, performances, an outdoor beach cinema, and a moveable feast of post-worthy backdrops.

Club Social’s first tasty edition

April 27 & 28, 10:00 AM – 10:00 PM; Free Entry

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