Egyptian dentist turned popular YouTuber Hadeel Marei stars in 'Mosalsal Kabasa'. YouTube
Egyptian dentist turned popular YouTuber Hadeel Marei stars in 'Mosalsal Kabasa'. YouTube
Egyptian dentist turned popular YouTuber Hadeel Marei stars in 'Mosalsal Kabasa'. YouTube
Egyptian dentist turned popular YouTuber Hadeel Marei stars in 'Mosalsal Kabasa'. YouTube

Ramadan 2021: the best shows and hashtags from YouTube, TikTok, Facebook and Instagram


Saeed Saeed
  • English
  • Arabic

Ramadan entertainment is no longer the purview of television stars.

Some of the region’s biggest social media personalities and content creators have gotten into the Ramadan spirit through exclusive content to celebrate the holy month.

From lifestyle, comedies, health and cooking shows to specialised hashtags, stars and social media platforms have launched campaigns celebrating the virtues of Ramadan, while having some good natured fun along the way.

Here's a look at what’s on offer.

Comedies and cooking shows on YouTube

The small screen is not the only the place you can watch the latest comedy series. YouTube is home to fresh content featuring the next generation of comedic actors.

Egyptian dentist turned popular YouTuber Hadeel Marei stars in Mosalsal Kabasa, a scripted series playing a hapless call centre operator looking for fame.

Aiding her hijinks are best friends, played by Saudi social media stars Amy Roko and Noura Majed.

Iraqi fashionista Noor Stars takes the lead role in The Friends, a series produced in the style of a faux reality show and follows the adventures and conversations of five teens (including fellow YouTubers Banen Stars, Rand Dalati and Saqr) stuck at home.

From the latest beauty tips to Arabic slang, The Friends is full of witty insights into Arab youth culture today.

And for those amateur chefs looking to nail that iftar dish, check out Atyab Tabkha's channel, which is hosting two Ramadan cooking shows.

In Not So Clueless Anymore, aspiring chef Shatha will cook up simple Levant recipes, while We're Going Outside is for the more advanced cooks as chef Hassan whips up regional meals and deserts amid luscious outdoor greenery.

Subscribe to the relevant channels for notifications on all new episodes.

Quizzes and talk shows on TikTok

TikTok has rolled out a number of hashtags and live events focusing on various aspects of Ramadan, from the spiritual to the delectable.

For a bit of culinary trivia, click on #guessthedish. With more than 60 million views received in April, the hashtag quizzes you to name the meal in the photo within three seconds.

Test your regional food knowledge with #guessthedish quiz on Tiktok. TikTok
Test your regional food knowledge with #guessthedish quiz on Tiktok. TikTok

For tender moments of gratitude, head to #ramadanCheck to share and read reflections on what makes the holy month poignant.

And if you are looking for style tips for that iftar and suhoor outing, #ramadanstyle gathers the TikTok community as they share modest fashion choices suitable for the occasion.

TikTok will also host a number of star-studded live streams.

On Wednesday and Saturday at 5pm UAE time, click on #CookwithTheStars to see Egyptian actors Amir Karara, Hend Sabry, Nelly Karim and Hana Shiha create their favourite Ramadan treats.

While Ramadaniat Live Cooking will have star TikTok creators inviting us to their kitchens as they prepare iftar for their families. Check out the app's Discovery page for the broadcast schedule.

And for some late night entertainment, there's the talk show Aghla Min Al Dahab, that broadcasts nightly at 2am UAE time, for casual interviews with Arab celebrities and social media stars.

Ramadan camera effects, greeting and lectures on Facebook and Instagram

Both platforms, owned by Facebook, engaged popular Muslim creators to produce content for the holy month. Under the joint campaign #MonthofGood, Muslim personalities from the worlds of culture and finance share advice on maximising both spiritual and work opportunities during Ramadan.

Facebook Watch will also air lifestyle segments by Emirati personality Khalid Al Ameri and popular culinary channels The Food Rangers and Foodies and Spices will be  a good stop to learn great Ramadan Levant recipes.

There is also the Live Suhoor Talks series with conversations on fasting, mental health and well-being.

Instagram has also brought back a series of filters for the season.

They include the popular AR Ramadan Lantern camera effects, which comes with Ramadan Kareem greetings in English, Arabic, Bahasa, Turkish and Farsi.

The platform also teamed with Bahraini artist Hala AlAbbasi for three seasonal stickers.

The first is an image of a mosque with crescent hanging above, the second is of tea and dates and the last visual is a crescent floating amid the stars.

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Read more:

28 of the best Ramadan TV shows to watch in the UAE

Ramadan 2021: The best playlists from Anghami, Spotify, Deezer and Apple Music

Ramadan 2021: 15 global celebrities who observe the holy month

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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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