With Ramadan 2025 coming to an end and the UAE gearing up for the upcoming Eid Al Fitr celebrations, pop-ups and food trucks across the region are witnessing a surge in community engagement and consumer demand. Experts share that the holy month, known for fostering togetherness and cultural traditions, has created a thriving space for brands to connect with customers through immersive, interactive experiences.
Increased Demand for Mobile Activations
The Ramadan season sees a notable increase in demand for brand activations, particularly through interactive pop-ups and food trucks. Businesses catering to festive gatherings have seen increased interest, especially in locations where people gather for Iftar and Suhoor.
“Ramadan is a time of heightened community engagement, and we do see an increase in demand during this period. Our mobile transport services, including the interactive pop-up experiences, resonate deeply with the UAE’s cultural emphasis on social gatherings during Iftar and Suhoor,” said Christine Joy Estela, Events & Activations Associate at wheelsAHOY.
“By providing easy access to festive events and facilitating seamless transport, we create more touchpoints for people to experience the season’s festivities, which in turn boosts brand visibility and engagement,” she added.
Tailoring Brand Activations to the Spirit of Ramadan
Many brands tailor their pop-ups and activations to align with the cultural and spiritual significance of Ramadan. This includes thoughtful designs, strategic locations, and experiences that blend tradition with modern convenience.
“During Ramadan, we focus on creating experiences that respect tradition while offering convenience and engagement. Our pop-ups are designed with cultural sensitivity, featuring designs that incorporate Ramadan’s themes—such as community, togetherness, and reflection,” Christine explained.
She mentioned, “We collaborate with local events, positioning ourselves where large crowds gather, like in neighborhoods or cultural festivals, offering a seamless and thoughtful experience that resonates with the UAE’s values of unity and hospitality during the holy month.”
Beyond Sales: Strengthening Customer Relationships Through Cultural Connection
For many brands, Ramadan offers an opportunity to go beyond just selling products and instead focus on creating meaningful connections with customers.
“Brands can go beyond just offering products by focusing on shared experiences that honor Ramadan’s cultural and spiritual essence,” Estela emphasized.
“By offering tailored services like mobile transport to Iftar events or pop-ups at community celebrations, brands can position themselves as facilitators of connection and cultural celebration. Interactive elements, such as storytelling about Ramadan’s values or collaborations with local artisans, can foster deeper connections with customers. Engaging through community-driven experiences not only strengthens customer loyalty but also aligns your brand with the spirit of generosity and community that defines Ramadan.”
