By Serkan Oral

The Arab Media Summit 2025 in Dubai brought together leaders, creators, and media innovators from across the region — but while discussions centered on the future of content and communication, it was the aroma of specialty coffee that quietly united the event’s energy.

Everywhere you looked, cameras and microphones were in one hand, while the other held a cup of freshly brewed coffee. Local cafés and roasters proudly offered complimentary cups, turning media conversations into moments of shared flavor and culture. Branded with the phrase “Proudly from Dubai,” this presence wasn’t just hospitality — it was a cultural statement.

At the opening ceremony, I had the chance to meet Her Excellency Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, and President of the Dubai Press Club. With her deep experience in strategic media and public communication, she spoke about the region’s evolving role in shaping narratives that reflect Arab identity and aspirations.

Later, I spoke with Jamal Al Sharif, Chairman of the Dubai Media Council and Managing Director of Dubai Studio City. He shared insight into a new strategy aimed at stimulating local media production. With global platforms like Netflix now involved in regional content, one wonders if we might soon see films shot in Dubai where qahwa plays a starring role. Pelin Mavili from Netflix also expressed the company’s excitement about new productions and ongoing efforts to empower women across the MENA region.

Behind the scenes, the summit was buzzing with coffee stands. Mohammad Alzarooni, owner of Pinewraps, shared how his team served about 25 kg of coffee beans each day. Guests raved about the creamy texture and smooth taste. “Every celebration deserves something special,” he told me, “and we deliver that with every cup.”

At the Esprso Lounge stand, Head Barista Dipesh Maharjan introduced visitors to 100% Arabica and manual brewing methods. “People love coffee — not just drinking it, but learning about it,” he said. With branches in Al Meydan and Nad Al Sheba, the café used the summit as a platform to connect with new audiences and share their story.

Barista Arnel from Backyard said their team gave away over 1,000 cups per day, offering a full menu of flat whites, iced lattes, and their hit Matcha Cloud. “This wasn’t just an event — it was a human connection,” he reflected. Backyard now boasts nine branches in Dubai, and their presence at the summit helped deepen those community ties.

In the end, while the summit focused on immersive technologies and artificial intelligence, it was coffee that reminded everyone of something real — something grounding. Between fast-paced media sessions and big digital ideas, the familiar warmth of a coffee cup offered a pause, a connection, a moment of reflection. It proved that even in a hyper-connected world, authentic experiences still matter — and sometimes, they’re best shared over coffee.