Hong Kong-based Almad Group and Dubai-based Wafi Group have formalised a strategic partnership aimed at tapping the fast-expanding animation, retail and cultural entertainment market in the Gulf, marking a notable deepening of commercial and cultural ties between East Asia and the Middle East.
The agreement, signed on December 11 in Dubai, brings together Almad Group’s lifestyle and cultural development arm, K11 by AC, and Wafi Group, one of the city’s established real estate and hospitality players. At the centre of the cooperation is the creation of a new joint venture entity, Wafi Anime 11, designed to anchor animation-led retail, immersive entertainment and intellectual-property-driven experiences in the UAE, with an eye on regional expansion.
Senior executives and representatives from both sides attended the signing, including Richard Cheung, group chief executive of K11 by AC; Dr Adrian Cheng, founder and executive chairman of K11 by AC of Almad Group; Sheikh Mana bin Khalifa Al Maktoum, founder and chairman of Wafi Group; and Sheikh Rashid bin Mana Al Maktoum, director of Wafi Group. The presence of Dubai Chambers’ executive vice-president for international relations, Salem Al Shamsi, underscored the broader trade and investment significance of the deal.
The partnership goes beyond a single retail concept. According to the framework outlined at the ceremony, Wafi Anime 11 will serve as a platform for developing themed cultural and entertainment projects, hosting IP-exclusive activities, and curating experiences aimed at both residents and international visitors. These initiatives are intended to align with Dubai’s wider strategy of positioning itself as a global hub for creative industries and experiential tourism.
A key commercial pillar of the agreement involves leasing and brand-entry cooperation for Hong Kong and the Chinese mainland labels seeking a foothold in the Middle East. The partners plan to introduce a portfolio of lifestyle, fashion and cultural brands that reflect contemporary Chinese creativity while adapting to local consumer tastes and regulatory environments. This approach reflects a growing trend among Asian brand owners to use Dubai as a gateway to the Gulf and wider Middle East and North Africa markets.
Tourism collaboration also features prominently. Almad Group and Wafi Group will roll out targeted incentive strategies aimed at visitors from Hong Kong and the Chinese mainland, encouraging longer stays and deeper engagement with Dubai’s retail and cultural offerings. Under the plan, travellers will be guided towards premium hospitality assets such as Sofitel Dubai The Obelisk and Raffles Dubai, both located within or adjacent to Wafi City, while being introduced to curated shopping, dining and entertainment itineraries.
Wafi City itself is expected to play a central role in the initiative. Long known as a mixed-use destination combining retail, hospitality and leisure, the complex will host several of the new animation-themed and IP-driven concepts. The partners believe this integrated environment provides a ready-made ecosystem for blending retail with storytelling, live events and digital engagement, a model increasingly favoured by younger consumers and families.
Another element of the cooperation involves the expansion of Gentry Club, a private members’ lifestyle concept, into the Middle East and North Africa. While details remain under development, the inclusion of Gentry Club signals an ambition to build community-based, experience-led offerings alongside mainstream retail, catering to affluent and culturally engaged audiences.
Richard Cheung said the agreement followed extensive groundwork and market analysis. “Our team has been studying the Middle East market since 2024 and is well aware of its immense development potential,” he noted. Cheung added that the first phase of cooperation would focus on brand introduction and ecosystem building, with several flagship labels representing Chinese cultural aesthetics expected to open by 2026.
Industry observers see the partnership as part of a broader shift in how cultural IP and retail are being deployed globally. Animation, gaming and character-driven franchises are no longer confined to screens or merchandise, but are increasingly used to anchor physical destinations, from themed malls to pop-up exhibitions and interactive spaces. The UAE, with its diversified economy, strong tourism flows and appetite for experiential formats, has emerged as a testing ground for such concepts.
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