Breaking Boundaries: How Toku’s AI-Powered CX is Transforming the Middle East Experience

From Asia Pacific Excellence to Middle Eastern Momentum

Toku, Asia Pacific's leading AI-powered 360° customer experience platform, today announced its entry into the Middle East — a move that marks yet another milestone in its global expansion journey. A leading on-demand services enterprise operating across the region has selected Toku to power its contact centre operations, with the first phase now live in Bahrain and Qatar.  

This multi-market deployment is more than a simple geographical leap; it’s a tangible validation of Toku’s ability to thrive in **high-growth, complex markets**. Leveraging expertise honed in Asia Pacific, Toku brings an advanced, hybrid deployment model that blends cloud flexibility with in-country processing for data sovereignty — an important factor in regions where regulatory compliance is paramount. By integrating seamlessly into existing enterprise systems while supporting Arabic, English, and other regional languages, Toku is answering a call that global incumbents have often struggled to respond to.  

Why the Middle East, Why Now

The MENA region’s contact centre industry is on a fast upward trajectory, propelled by enterprises that need cloud-native solutions able to navigate diverse regulations and serve a multilingual customer base. For organisations spanning multiple Gulf states, delivering a uniform customer experience across borders while meeting local compliance requirements has become more than a goal — it’s a competitive necessity.  

It’s here that Toku’s **competitive moat** becomes evident. “Our first partnership in the Middle East demonstrates how our APAC-first approach has equipped us to succeed in markets with complex regulatory fragmentation, diverse infrastructure, and multilingual requirements,” said Thomas Laboulle, Founder and CEO of Toku. This mindset, paired with cutting-edge AI capabilities, ensures that Toku is not just entering the Middle East — it’s setting the tone for the future of customer engagement in the region.  

Complexity as a Catalyst: Toku’s Proven Playbook

Scaling Success Beyond Borders

The leap into MENA follows Toku’s earlier success in Latin America, where the company deployed its contact centre solution to serve **15 Spanish-speaking countries**. This repeated ability to scale in multi-country environments showcases Toku’s strength in markets where “one-size-fits-all” solutions fail. By offering a composable customer engagement platform, Toku equips enterprises to build tailored workflows that match unique regulatory and cultural landscapes.  

Recognition has followed this success. Appearing in both **Frost Radar™** and **Gartner Cool Vendors** reports in 2025, Toku’s credentials speak volumes. These accolades reflect a commitment not only to meeting customer needs but also to redefining what is possible in emerging and fragmented markets. The upcoming updates on the full Middle East rollout will likely further reinforce this narrative of sustained and strategic growth.  

The Power Under the Hood: Platform Capabilities

At the heart of Toku’s success lies a modular platform that operates at the intersection of cloud communications, customer engagement, and enterprise AI. Features like programmable voice and messaging APIs let organisations weave communication directly into their applications. The omnichannel contact centre, powered by intelligent routing, ensures consistency across every customer interaction, while the **Core AI Suite** — with transcription, summarisation, sentiment analysis, and conversation analytics — caters to the complexities of multilingual environments.  

Finally, the flexibility in deployment means Toku can adapt — whether the need is fully cloud-based, entirely in-country processing, or a hybrid approach. Seamless integration with enterprise systems such as CRM, ITSM, and BI platforms allows customers to orchestrate journeys that are smooth, compliant, and genuinely engaging.  

From Asia Pacific to Latin America and now MENA, Toku is proving that complexity isn’t a barrier — it’s an opportunity. The strategic expansion into the Middle East underscores a future where enterprises can confidently deliver exceptional, compliant, and personalised customer experiences in even the most intricate market landscapes.  

Beyond Borders: How Nabota is Redefining Aesthetics in the Middle East

The world of aesthetic medicine continues to evolve—and Daewoong Pharmaceutical, under the visionary leadership of Co-CEOs **Shawn Park** and **Chang-jae Lee**, is proving to be one of its boldest innovators. On November 28, a groundbreaking event unfolded in **Jeddah, Saudi Arabia**: the **Nabota Master Class (NMC) Middle East & North Africa (MENA)**. Held for the first time outside Korea, this two-day gathering attracted over **200 medical professionals** from six major Middle Eastern countries, including Saudi Arabia, the UAE, and Qatar.  

Even before this milestone, Nabota was no stranger to the region. It has already expanded into **10 countries in the Middle East**—more markets than any other Korean toxin brand—and continues to see rapid growth in strategic hubs like Saudi Arabia and the UAE. In fact, Saudi Arabia, recognized as the largest aesthetic market in the region, has warmly embraced Nabota thanks to its consistent clinical performance and reputation for safety.  

A Master Class in Excellence

The NMC MENA program was more than a conference—it was a vibrant exchange of innovation and expertise. Attendees were treated to sessions led by world-class professionals in aesthetics, anatomy, and plastic surgery, representing both Korea and the Middle East.  

From a **facial anatomy lecture** by Professor Seung-Ho Han that sharpened injection safety and precision, to a **protocol-driven training** by Dr. Je-young Park, which showcased specialized techniques like **NABOLIFT** and **NABOGLOW**, the event promoted clinically sound, standardized approaches. The excitement didn’t stop there. Hands-on workshops led by Dr. Jee-soo Kook and other distinguished faculty gave participants a real-world grasp of advanced procedures—bridging science and artistry in aesthetic medicine.  

Building a Sustainable Future in Aesthetics

As interest in **botulinum toxin treatments** rises among younger consumers in the Middle East, Daewoong Pharmaceutical has recognized the need for structured **physician education** and strong academic support. By enhancing treatment proficiency, improving patient satisfaction, and fostering collaborative growth, the company envisions a **win–win–win** model that benefits physicians, patients, and the brand alike.  

Panel discussions featured prominent Middle Eastern KOLs like Dr. Abdulkader Ramo, Dr. Azzam Alkhalifah, Professor Amir Mrad, and Dr. Carmelo Crisafulli, who shared real-world insights and debated advanced topics such as **dilution methodologies** and **diffusion characteristics**. This in-depth scientific exchange underscored Nabota’s clinical advantages and its unique position in the market.  

According to **Jun-soo Yun**, Head of Nabota’s Business Division, NMC MENA was “more than a training event—it was a milestone moment” in establishing new benchmarks for aesthetic medicine in the region. With plans to expand NMC sessions globally—from Asia to Latin America—the future looks bright for Nabota’s role as both an educational platform and a trusted global toxin brand.  

By stepping beyond borders and investing deeply in academic collaboration, Daewoong Pharmaceutical is not just selling a product—it’s shaping an ecosystem where medical expertise, patient satisfaction, and innovation intertwine. NMC MENA was proof that knowledge, when shared globally, can elevate aesthetic standards everywhere.  

Emerge Ascendant: Dubai’s New Founder-First Ecosystem Unveiled

DUBAI, UAE, - Emerge FZCO today announced its official launch as a founder-first ecosystem enabler designed to position Dubai as the ultimate base for global tech entrepreneurs. As a result, stakeholders across regional and global innovation networks should pay close attention. The announcement marks a deliberate effort to move beyond traditional company setup services and to provide startups and scale-ups with programs, licensing support, and a connected ecosystem that empowers founders to establish and grow with confidence from Dubai.

Moreover, Emerge goes beyond company setup — providing startups and scale-ups with programs, licensing support, and a connected ecosystem that empowers founders to establish and grow with confidence from Dubai. Consequently, entrepreneurs will gain streamlined access to the infrastructure, regulatory advice, and community necessary for rapid expansion. In short, Emerge aims to reduce friction and accelerate market entry for founders who choose Dubai as their gateway.

Emerge’s Offering and Strategic Location

Located in the Dubai World Trade Centre Free Zone, Emerge is based within the Dubai World Trade Centre Authority (DWTCA) Free Zone, strategically positioned at the heart of Dubai's business district. The DWTCA Free Zone serves as an enabling hub for Dubai's priority growth sectors, offering a world-class environment for entrepreneurs, start-ups, and global enterprises. Furthermore, with LEED-certified Grade A offices at One Central and flexible workspace solutions across its campus, the Free Zone hosts a dynamic community of companies and innovators spanning more than 40 sectors.

Emerge's offering includes licensing support across sectors such as blockchain, fintech, gaming, e-commerce and entertainment. In addition, business support services including legal guidance, immigration facilitation, and market advisory will assist founders from day one. Moreover, the initiative provides access to co-working, serviced offices, and community spaces that connect founders with peers and partners, as well as introductions to investors, corporates, and ecosystem stakeholders across Dubai's innovation landscape.

Leadership Perspectives and Future Programs

Abdalla Albanna, Vice President, Free Zone Regulatory Operations at Dubai World Trade Centre, said, "The launch of Emerge within the DWTC Free Zone further enhances our ecosystem by providing technology-focused start-ups with specialized support to establish and scale their businesses. Companies joining our Free Zone gain direct access to DWTC's year-round calendar of world-class exhibitions, conferences, and mega-events, placing them at the heart of Dubai's vibrant commercial landscape. DWTC Free Zone remains committed to fostering innovation and enabling business growth in line with Dubai's ambitious D33 Agenda."

Kokila Alagh, Director of Emerge, said: "Our goal with Emerge is to remove friction for global founders and give them the right regulatory advice, and business and community support from day one. Dubai has everything startups need — and Emerge is here to make that entry seamless." Similarly, Pranav Agarwal, Director of Emerge, added: "Dubai's rise as a global innovation hub is creating unprecedented opportunities. With Emerge, we want to empower the next generation of founders to make Dubai not just their base, but springboard them to serve the world." Bold Builders Belong Here.

Dubai as the Silicon Valley of the East

Often described as the "Silicon Valley of the East", Dubai has become a magnet for founders from the Global South and beyond who are looking to scale globally. With its world-class infrastructure, forward-looking regulation, political and economic stability, and access to capital, Dubai offers entrepreneurs a unique launchpad to serve markets across MENA, Asia, Africa, and beyond. Therefore, positioning in Dubai confers both strategic proximity to large markets and operational advantages.

Under the Dubai Economic Agenda D33, the emirate is pushing to double the size of its economy by 2033 and cement itself among the top 3 global cities for working, living, and investing. Consequently, initiatives such as Emerge will play a tangible role in aligning private-sector momentum with national ambition. Ultimately, founders who elect Dubai as their base can expect a coordinated ecosystem that supports sustainable growth and international scaling.

Empowering Global Connectivity: KEC International's Remarkable Growth in Cable Supply

In an ever-evolving landscape of technological advancements and infrastructural demands, KEC International Ltd. emerges as a beacon of growth and innovation. The company has recently secured orders for the supply of various types of cables both in India and overseas, signaling not only robust business development but also a significant contribution to global connectivity. This blog post delves into the implications of these recent wins and highlights the strategic importance of KEC International's operations in the Transmission and Distribution (T&D) sector.

A Testament to Strategic Expansion

KEC International's recent order wins are a testament to its strategic expansion efforts in the international market. Mr. Vimal Kejriwal, the Managing Director and CEO of KEC International Ltd., expressed immense satisfaction with these developments. He stated, "We are delighted by the order wins secured across businesses, especially on the international front." This enthusiasm is not unfounded; the company's success in securing large orders in Saudi Arabia has significantly bolstered its international T&D order book.

Moreover, the MENA (Middle East and North Africa) region has emerged as a vital area for growth for KEC International. The strategic importance of this region cannot be overstated, as it continues to present numerous opportunities for companies involved in the T&D sector. The large scale of projects and investments in infrastructure in these regions, driven by rapid urbanization and increasing energy demands, positions KEC International favorably. This reinforces the company's commitment to expanding its footprint in international markets, thereby fostering economic growth and improving energy access.

The Impact of North American Markets

In addition to the commendable achievements in the MENA region, KEC International's subsidiary, SAE Towers, has also made notable strides in the North American market. The recent acquisition of a significant tower supply order in Mexico reflects an uptick in the T&D market across North America. This expansion not only enhances KEC International’s portfolio but also demonstrates the company's agility in adapting to market demands and seizing opportunities.

The North American market has long been a critical player in the global T&D landscape. As energy consumption continues to rise, the need for efficient transmission systems becomes increasingly urgent. KEC International's involvement in this market underscores its commitment to facilitating energy distribution and supporting infrastructural growth. By securing these orders, the company not only boosts its revenue but also contributes to the overall efficiency and reliability of energy infrastructure in the region.

A Robust Order Intake Reflecting Growth

The recent order successes have propelled KEC International’s year-to-date (YTD) order intake to over Rs. 4,200 crores. This figure represents a remarkable growth of approximately 40% compared to the previous year, reflecting the company's resilience and strategic vision. Such robust growth is indicative of a thriving business model that is well-aligned with contemporary market dynamics. 

The significance of these achievements extends beyond mere numbers. They represent a collective effort by KEC International's dedicated workforce to innovate and deliver high-quality solutions that meet the needs of clients across diverse geographical regions. This collective success not only strengthens the company's position in the industry but also enhances its reputation as a trusted partner in the T&D sector.

As KEC International continues to navigate the complexities of the global market, it remains focused on leveraging its strengths and capabilities to drive further growth. The company’s commitment to sustainability and innovation positions it well for future challenges, ensuring that it remains a leader in providing essential infrastructure solutions.

Looking Ahead

KEC International's recent order wins for the supply of various types of cables signify a pivotal moment for the company as it strengthens its foothold both in India and abroad. The insights shared by Mr. Vimal Kejriwal highlight the strategic importance of the MENA region and North America in the company’s growth trajectory. As KEC International moves forward, its focus on expanding its international presence, coupled with its commitment to quality and innovation, will undoubtedly pave the way for sustained success in the dynamic T&D market. With a robust order book and a strategic vision, KEC International is well-positioned to drive global connectivity and contribute to the infrastructure of the future.

Transforming the Digital Finance Landscape: Equiti Group and D2A2 Join Forces

A Strategic Alliance for MENA's Financial Future

In a bold move set to advance the Middle East and North Africa's (MENA) digital finance landscape, Equiti Group, a global leader in online trading and fintech innovation, recently announced a strategic partnership with the Dubai Digital Asset Association (D2A2). This alliance aims to fortify the region's position in the evolving digital asset ecosystem, particularly as the UAE accelerates its leadership in virtual asset regulation. With the backing of the UAE's Virtual Assets Regulatory Authority (VARA), the Abu Dhabi Global Market (ADGM), and the Dubai International Financial Centre (DIFC), this partnership signifies a commitment to creating a secure and transparent framework for tokenised real-world assets.

The collaboration underscores the importance of aligning industry innovation with evolving regulatory frameworks. Iskandar Najjar, the CEO and co-founder of Equiti Group, emphasized the partnership’s goal: "Finance should work for everyone, not just those with legacy access." By fostering meaningful dialogue among industry leaders, Equiti and D2A2 aim to shape a more inclusive financial future. This initiative focuses on building a community that drives innovation collectively, expanding access to opportunities through collaboration.

Pioneering a New Era of Financial Innovation

Equiti Group brings extensive experience in regulated finance, global market infrastructure, and fintech solutions across Europe, the Middle East, and Africa (EMEA). In contrast, D2A2 stands as a regulatory thought leader, offering a trusted forum for exploring the secure digitisation of real-world assets such as property, commodities, and income-generating instruments. This unique fusion of expertise will champion collaboration between regulators, policymakers, and private-sector innovators, laying the groundwork for sustainable tokenised finance in the MENA region.

The partnership will focus on four core pillars: fostering dialogue between industry and regulators, contributing to policy clarity on tokenisation and custody, elevating financial literacy on blockchain technologies, and bridging traditional finance (TradFi) with decentralized finance (DeFi). Gaurang Desai, Chairman of D2A2, articulated the significance of this collaboration, stating, "By fostering constructive dialogue and supporting responsible innovation, we aim to strengthen Dubai's position as a global hub for digital assets." 

This partnership not only signifies a regional movement towards enhanced digital finance but also promises global impact. As governments across MENA embrace digital transformation, the collaboration between Equiti and D2A2 highlights the growing recognition of the need for public-private partnerships in setting global standards. Ultimately, it demonstrates how financial innovation, when paired with robust regulation, can unlock new opportunities for investors, institutions, and emerging economies alike.

Revolutionizing Football: The Birth of Kings League MENA

In a groundbreaking announcement that resonates throughout the sports world, **SURJ Sports Investment** and **Kings League** have unveiled a partnership to establish **Kings League MENA**. This innovative seven-a-side football league, co-founded by football icon **Gerard Piqué**, is set to launch later this year in **Riyadh, Saudi Arabia**. By merging regional football talent with a digital-first approach, Kings League MENA aims to redefine the fan experience, making it a pivotal moment in the evolution of sports entertainment across the Middle East and North Africa (MENA) region.

The MENA league represents the seventh addition to the Kings League's global portfolio and promises to deliver an engaging mix of football prowess, digital content, and electrifying live events. The league will not only showcase regional football talent but will also introduce a unique method of fan interaction through gamified rules and celebrity team owners. As details regarding team identities and competition formats are gradually unveiled, anticipation for the league’s inaugural kickoff continues to grow.

A New Era for Football Engagement

Kings League MENA aims to captivate a youthful audience by aligning itself with the digital behaviors and entertainment preferences of the region's younger demographic. With approximately 80% of Kings League’s 30 million global social media followers under the age of 34, and nearly 70% of Saudi Arabia’s population under 30, the league is strategically designed to resonate with these young fans. This initiative not only reflects the changing landscape of sports consumption but also positions itself as a trailblazer in enhancing fan engagement globally.

Danny Townsend, CEO of SURJ Sports Investment, emphasizes the significance of this league, stating, "Kings League MENA is unlike anything the region has seen." He highlights the venture's commitment to celebrating the competitive spirit of football while embracing the vibrancy of digital creators and youth culture. Through open tryouts and community activations, Kings League MENA seeks to foster local talent, creating a robust pipeline for the future of football and content creation in the Arab world.

The Future of Digital Sports Entertainment

As Kings League expands its footprint from its initial success in Spain to major football markets in Mexico, Brazil, France, Italy, and Germany, it continues to draw attention from iconic athletes and content creators worldwide. The league has already seen enthusiastic participation from football legends and global streaming icons, further solidifying its position as a leader in innovative sports entertainment.

Djamel Agaoua, CEO of Kings League, echoes this sentiment, stating, “Saudi Arabia is the perfect launchpad for a league that’s bold, fan-first, and digitally native.” The collaborative efforts between SURJ Sports Investment and Kings League aim to create a comprehensive platform that seamlessly merges entertainment, sport, and digital culture. As Kings League MENA prepares for its debut, it holds the promise of transforming the sporting landscape and establishing a new benchmark for fan engagement in global football. 

The emergence of Kings League MENA marks a pivotal moment in the realm of sports entertainment. By embracing innovation and youth culture, this league not only aims to attract a new generation of fans but also aspires to foster local talent, ensuring a bright future for football in the MENA region.

Unveiling Jordan's Hidden Charms: A Collaborative Initiative Between Wego and the Jordan Tourism Board

Embarking on a journey through the heart of the Middle East reveals a land where ancient history meets modern allure. The recent strategic partnership between Wego, the leading travel app in the Middle East and North Africa (MENA), and the Jordan Tourism Board marks a significant milestone in promoting Jordan as a premier destination for culture, adventure, and relaxation. This collaboration aims to entice global travelers to explore Jordan's wonders, celebrated for its rich heritage, breathtaking landscapes, and unparalleled hospitality.

Discovering Jordan: A Land of Endless Wonders

Jordan is not merely a country; it's a living museum that tells stories of ancient civilizations and timeless traditions. This partnership between Wego and the Jordan Tourism Board focuses on unveiling these narratives to a global audience, inspiring travelers to experience the country's iconic landmarks and hidden gems.

Visitors to Jordan can wander through the ancient city of Petra, one of the New Seven Wonders of the World, and marvel at its rose-red rock facades intricately carved by the Nabataeans. The allure of Petra, with its stunning architecture and historical significance, provides a timeless journey through humanity's past. Furthermore, adventurers can explore the expansive desert landscapes of Wadi Rum, where the mystical allure of the 'Valley of the Moon' offers an unparalleled experience of nature's grandeur. Here, the serene silence of the desert, peppered with dramatic rock formations, offers a unique setting for reflection and exploration.

Beyond these iconic sites, Jordan's hospitality shines through its warm and welcoming people. Travelers are invited to delve deeper into the country's cultural tapestry, discovering lesser-known gems that make each journey uniquely memorable. From the bustling markets of Amman to the tranquil shores of the Dead Sea, Jordan offers a spectrum of experiences that cater to all types of travelers.

A Strategic Collaboration: Elevating Jordan's Global Appeal

The collaboration between Wego and the Jordan Tourism Board is more than a mere partnership; it's a shared vision to redefine how travelers perceive and experience Jordan. By leveraging Wego's expertise as the largest online travel marketplace in MENA, the initiative aims to amplify Jordan's position as a global travel destination.

Mamoun Hmidan, Chief Business Officer at Wego, expressed his enthusiasm for the partnership, emphasizing the unique blend of history, adventure, and hospitality that Jordan offers. This collaboration seeks to inspire travelers to explore Jordan's iconic landmarks and discover its hidden treasures, creating memories that will last a lifetime. By integrating innovative storytelling, targeted campaigns, and exclusive initiatives, the partnership endeavors to highlight the country's unique offerings and encourage travelers to immerse themselves in Jordan's culture and traditions.

Dr. Abed Al Razzaq Arabiyat, Managing Director of the Jordan Tourism Board, echoed these sentiments, highlighting the importance of showcasing Jordan's diverse and rich offerings to travelers worldwide. With Wego's extensive reach, the collaboration is poised to attract more visitors, allowing them to experience the wonders of Jordan, from its world-renowned attractions to the warmth of its people and the beauty of its culture.

Enhancing Sustainable Tourism: A Commitment to the Future

Sustainability is at the core of this partnership, reflecting a commitment to fostering sustainable tourism practices that benefit both travelers and the local community. By promoting responsible travel, the initiative aims to preserve Jordan's natural and cultural heritage while ensuring that tourism contributes positively to the local economy.

Wego and the Jordan Tourism Board are dedicated to creating sustainable tourism initiatives that prioritize environmental conservation and community engagement. This includes promoting eco-friendly travel options, supporting local businesses, and encouraging travelers to engage with local communities in meaningful ways. By doing so, the partnership aims to create a sustainable tourism model that enhances the visitor experience while preserving Jordan's unique cultural and natural assets for future generations.

Looking Ahead: Exclusive Campaigns and Immersive Experiences

As the collaboration unfolds, travelers can look forward to a series of exclusive campaigns, special offers, and immersive content designed to make exploring Jordan easier and more enticing than ever. Whether it's through virtual reality experiences that bring Jordan's landscapes to life or curated travel itineraries that highlight the country's diverse offerings, Wego and the Jordan Tourism Board are committed to providing travelers with unparalleled access to Jordan's enchanting beauty.

By embracing innovative technology and creative storytelling, the partnership aims to captivate the imagination of travelers, inspiring them to discover the magic of Jordan for themselves. From cultural festivals and adventure tours to wellness retreats and gastronomic experiences, the possibilities are endless for those seeking to explore this captivating destination.

The partnership between Wego and the Jordan Tourism Board represents a new era of travel, where the wonders of Jordan are brought closer to a global audience. Through this collaboration, travelers are invited to embark on a journey of discovery, exploring a land where history, adventure, and hospitality converge to create unforgettable memories. As Wego and the Jordan Tourism Board unveil their exciting initiatives, the world is invited to experience the enchantment of Jordan and fall in love with its timeless beauty.