ALMAD Group and Wafi Group join forces to enhance Wafi City’s cultural landscape

ALMAD Group, the digital-focused venture founded by former New World Development CEO Adrian Cheng, has expanded into the Middle East and North Africa (MENA) through a partnership with Wafi Group.

This collaboration coincides with a strengthened alliance between the United Arab Emirates (UAE) and China. ALMAD Group cited data from the Dubai Department of Economy and Tourism indicating that Dubai welcomed about 824,000 visitors from China in 2024, a 31% increase from the previous year. This joint venture aims to capitalise on this trend by providing Chinese brands with a key entry point into the Middle East, with Wafi City serving as a strategic gateway.

The two conglomerates will come together to redefine Wafi City, merging heritage, culture, and innovation. This partnership aims to enhance Wafi Group's role in Dubai's retail and leisure landscape while allowing ALMAD Group to introduce its approach to cultural retail and entertainment in the region, with Wafi City and Dubai at the center of this expansion.

The partnership will encompass several key elements, including the new joint venture Wafi Anime 11, which will leverage growing interest in anime retail and entertainment in the UAE. It will feature a range of events for residents and visitors, a leasing partnership for new Chinese brands entering the region, and a tourism strategy to encourage Chinese travelers to explore Wafi City and stay at luxury hotels such as Sofitel Dubai, The Obelisk and Raffles Dubai.

Gentry Club is a high-privacy venue inspired by traditional Chinese architecture, catering to high-net-worth individuals and culture enthusiasts in the Middle East and North Africa, and will also be part of the partnership. With refined hospitality, cultural engagement, and an innovative social environment, this will be Gentry Club’s first private members' experience outside Greater China, to be established at Raffles Dubai, providing a haven for members in a setting designed to elevate the senses while connecting guests with like-minded individuals.

In phase one of the partnership, ALMAD Group will introduce notable brands that embody Chinese culture to Wafi City, including bronze craftsmanship brand ZBR Bronze. Master Zhu Bingren will also enter the Middle Eastern market with an exhibition and permanent store at Wafi City in 2026. Furthermore, ALMAD Group will collaborate with brands such as tea drink brand ChaPanda to bring the rich tapestry of Chinese tea culture to the Middle East.

Riding on the rapidly growing anime and popular IP culture in the region, Wafi Anime 11 will launch a series of ticketed IP exhibitions to Wafi City Mall starting in 2026. As part of Wafi City’s transformation, these cultural IP experiences - including eGaming, K-Pop and anime – will be featured through dynamic pop-ups and exhibitions, attracting a diverse audience of residents and tourists of all ages.

Under the newly formed joint venture, Wafi City will embark on its next major evolution. While preserving the heritage and architectural identity that have defined it for more than three decades, the destination will be revitalised through immersive experiences, contemporary cultural activations, innovative retail concepts and an expanded lifestyle offering curated by ALMAD Group. The planned transformation aims to honour Wafi City’s legacy while ushering in a new chapter that reflects Dubai’s dynamic trajectory and its increasingly globalised audience.

Following the signing, the joint venture will proceed into its formal establishment phase. In the months ahead, the partners will develop a comprehensive roadmap covering brand onboarding, cultural programming, experiential strategy and enhancements to the retail mix. The collaboration aims to support Dubai’s continued growth as a global cultural, commercial and lifestyle hub while offering an innovative gateway platform for Chinese and other international brands entering the Middle East.

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Adrian Cheng, founder and executive chairman of K11 by AC of ALMAD Group, said: “We are honoured to partner with Wafi Group, the pioneer of retail and iconic mixed-use development in Dubai. This collaboration at Wafi City sets a new benchmark for cross-regional retail cooperation, as we connect the consumers and rich cultural industries of the Middle East and Chinese-speaking markets. We are confident that the Chinese consumer brands, top-tier IP innovations, and the Gentry Club experience we bring will serve the rapidly growing retail market and young demographics well.”

H.H. Sheikh Mana bin Khalifa Al Maktoum, founder and chairman of Wafi Group, said: “Wafi Group has always embodied heritage, innovation and the spirit of Dubai. The joint collaborations with ALMAD Group and K11 by AC reflect our continued commitment to shaping the future of retail and lifestyle in the region. Together, we aim to introduce experiences and brands that will not only elevate Wafi City but also strengthen the cultural and commercial bridge between the Middle East and China.”

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