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.  

Waves of Innovation: How Rockwell Automation and alfanar Are Powering Saudi Arabia’s Digital Future

A Bold Collaboration Anchored in Vision 2030

Under the brilliant desert sun, in the bustling heart of Riyadh’s Industrial City, a new chapter in industrial innovation is being written. **Rockwell Automation, the world’s largest company dedicated to industrial automation and digital transformation**, has joined forces with **alfanar**, a leading Saudi Arabian energy and infrastructure solutions provider, to create a specialized manufacturing zone within alfanar’s facility.  

This precisely planned partnership is not merely about technology—it’s about transformation. Together, they are establishing a hub for assembling advanced automation panels, infused with Rockwell’s cutting-edge intelligent devices, robust software, and agile control and process automation solutions. Transitioning from concept to reality, the collaboration targets critical infrastructure projects, beginning with a strategic focus on empowering the **Saudi Water Authority (SWA)**. Through this, Saudi Arabia’s water sector is poised to become a beacon of resilience, efficiency, and local innovation. 

Manufacturing the Future, Locally

The signing ceremony at Rockwell’s Automation Fair in Chicago may have been the spark, but the fire is being stoked right here in the Kingdom. According to Ahmad Haydar, Rockwell’s country leader for Saudi Arabia, this initiative is an undeniable step toward the localization agenda championed by Vision 2030. By enabling the **local assembly of advanced automation technologies**, the partnership is not only modernizing operations but also bolstering Saudi talent in an area critical to the nation’s future.

Eng. Sharekh Ibrahim AlSharekh of SWA emphasizes that this movement directly deepens Saudi Arabia’s local content in the water sector. The manufacturing zone will act as a rich ground for both economic diversification and reduced reliance on external suppliers. In fact, the zone will feature Rockwell Automation demonstration walls—living showcases of innovation—providing visitors a tangible glimpse into intelligent automation solutions.  

This synergy of **alfanar’s local manufacturing mastery** and **Rockwell Automation’s global leadership** is more than a partnership; it’s a launching pad for cutting-edge technologies, sustainable growth, and knowledge transfer. More importantly, it sets a precedent for industrial sectors across the Kingdom—showing that success can be *made in Saudi Arabia, for Saudi Arabia*. 

Where Heritage Meets Tomorrow: A Night with *Novalis 2029* in Diriyah

A Cultural Evening Illuminating the Future

ARX hosted the latest international event dedicated to *Novalis 2029* in Saudi Arabia on Wednesday evening, presenting the book by Michael Schindhelm to a selected audience at Sharq in Diriyah. The atmosphere was vibrant yet sophisticated, with senior officials, industry leaders and experts gathering under the warm glow of heritage-inspired architecture.  

Held in Diriyah – a timeless symbol of the Kingdom's cultural roots and ambitious transformation – the event carried deep emotional resonance. One chapter of Schindhelm’s book unfolds in this very historic setting, making it more than a simple venue choice; it was a living bridge between past traditions and future innovations. The attendees engaged in a forward-looking conversation about culture, engineering, design and urban development, inspired by both the book’s vision and Diriyah’s own evolving story.  

Exploring Visionary Ideas for Cities of Tomorrow

*Novalis 2029* is not merely fiction; it is a speculative invitation to imagine our shared future. The book follows Maren, an artist working within an engineering and design firm in 2029, revealing a compelling blend of human creativity and technological ingenuity. Michael Schindhelm weaves scenarios exploring smart cities, underground agriculture, energy storage, the reuse of obsolete sites, post-conflict reconstruction and even space travel — enriched by insights from prominent figures like Pierre de Meuron.  

One of the evening’s unforgettable moments was Schindhelm’s live reading of select excerpts, immersing the audience in both narrative and idea. The subsequent panel discussion sparked an engaging exchange among visionary minds, touching on how engineering and design can be paired with long-term vision and responsible urban growth. Speakers also emphasized the importance of cultivating talent through strong national education systems, which will shape the engineers and designers of tomorrow.  

ARX expressed gratitude to distinguished contributors, including HRH Prince Fahad Bin Naif Al Saud of the Diriyah Foundation, Abdulmohsen Almajnouni, Hamad Aloqayli, Aymen Cheikh Mhamed, and the European Chamber of Commerce in the Kingdom of Saudi Arabia, whose support made this evening a milestone in future-focused discourse.