Khalifa Bin Braik of Majid Al Futtaim on Dubai's Culture-Led Retail Evolution

Since becoming CEO of Majid Al Futtaim Asset Management, Khalifa Bin Braik has overseen the continued evolution of one of the Middle East’s most influential retail portfolios, further positioning Dubai as a global crossroads for tourism, commerce, and culture.

Born in Dubai, Bin Braik has witnessed the city’s transformation firsthand since the late 1970s. “There were barely any paved streets or shopping malls. It was a very different city. Today, the population stands at about 4 million. We’ve gone from a fishing and trading economy to one of the world’s most admired retail and tourism hubs.”

Under his leadership, Majid Al Futtaim has sharpened its destination-led retail strategy, embedding cultural programming into the fabric of its assets. At Mall of the Emirates, Spring Festival has become part of a broader year-round experiential approach, reflecting Dubai’s growing pull for Chinese visitors and global consumers alike.

In partnership with Mall of the Emirates and Dubai Festivals and Retail Establishment, Jing Daily presented a multi-day Chinese New Year showcase featuring limited-edition pop-ups, a Fashion Dome takeover with PRONOUNCE and SUSAN FANG, and a Huangmei opera performance by artists from Anhui province.

Recorded following the celebration, Bin Braik reflects on Dubai’s rapid growth and how cultural milestones are integrated into long-term destination strategy, advancing a vision of retail that extends beyond commerce.

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