Against the backdrop of conflict and displacement, entrepreneurship is not only surviving — but thriving — in the .

Since the eruption of in 2023, a growing number of nationals have sought refuge in the Emirates, carrying with them their culture, creativity, and an unshakable will to rebuild.

Among them is Rayan Anas, the founder of Zuada, a brand centred around a bold new product — Dukhn, a Sudanese-flavored millet. When Rayan first arrived in the UAE in 2023, she and her husband had nothing. “We came with nothing when we left Sudan three months after the conflict started,” she recalled.

But instead of giving up, Rayan began closely observing the market. “Sudanese perfumes, Sudanese clothing — those were already here. But no one had tried flavoured Dukhn,” she said, referring to her drink which comes in unconventional flavors like frankincense, coffee, pistachio, and lotus. “They don't believe we started the business after the war,” she added proudly.

Today, Zuada products are available online, at community events, and in major Sudanese stores across the Emirates. The key to her success was securing millet — a staple ingredient in Sudanese cuisine, notoriously hard to find in the UAE. “We first sourced it from India, but as our business grew, we managed to import it directly from Sudan,” she said.

This spirit of resilience was echoed throughout the Sudan Gateway Festival, held recently at Dubai Exhibition Centre in Expo City. Drawing over 20,000 attendees from across the Emirates — from Ajman to Abu Dhabi and Al Ain — the festival served as a vibrant celebration of Sudanese heritage.

With live performances by Sudanese artists, traditional cultural dances, and the infectious humour of Sudanese comedians, the event brought a piece of Sudan to life in the heart of Dubai. Men donned white turbans and jalabiyas, while women dazzled in colorful thobes, embracing their roots with pride.


One of the festival’s prominent vendors was Ahmed Yamani, the store manager of Afroleather. “We started our business in Sudan in 2019, and it was thriving,” said Yamani. “But the war forced us to stop for five months.”

Determined to keep going, he and his team relaunched in the UAE, capitalising on the strong demand from the Sudanese diaspora. “We already had clients here, so we had a foundation,” he explained. Yamani also credits the UAE’s supportive environment for entrepreneurs. “Starting a business here is much easier than in many other places.”

His star product is the markob, a traditional Sudanese men’s shoe made from exotic skins — tiger, python, cowhide, and even crocodile. “It’s a central part of our national identity, worn specially during Eid and cultural celebrations,” Yamani explained. “Many Sudanese tourists also come looking for it because it reminds them of home.”

At another booth stood Alsroor, a 28-year-old resident of Ajman, proudly showcasing her handcrafted Sudanese incense and perfumes. “I learned the craft from the women back home in Sudan, especially during weddings,” she said.

The manufacturing process remains entirely manual, and sourcing the ingredients remains a major hurdle. “Some of the raw materials can only be found in Sudan, and the prices have gone up due to the situation,” she said. Despite this, her incense has become a staple at cultural events. “Yesterday, organisers told me the exhibition wouldn’t be complete without Sudanese incense.”


As oud-filled air drifted through the festival grounds, Dr Al-Amin Jaafar, Head of the Sudanese Community in the UAE, said, “These events unite the Sudanese and Emirati people. We are ambassadors of our culture, wherever we go. No matter what happens back home, the Sudanese people remain people of culture, science, and everything beautiful.”

Dr Al-Amin Jaafar

The Sudan Gateway Festival offered more than just nostalgia — it became a launchpad for new beginnings. Whether through innovative products, handmade crafts, or cultural expression, Sudanese entrepreneurs are not just rebuilding — they are thriving, and in doing so, adding new chapters to the story of Sudanese resilience in the UAE.