Hisense MEA 2025 Conference Unveils Expansion Plans and Industry-first Innovations

Hisense MEA 2025 Conference Unveils Expansion Plans and Industry-first Innovations

21 February 2025 - 15:22

written : رشاد اسكندراني

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Rashad Iskandrni

 

  • New Launches Including 136-inch Micro LED TV and 116-inch UX TV Set New Standards in Home Entertainment
  • Exclusive Real Madrid Co-Branded Product Range Elevates Sports Viewing Experience
  • New Brand Store in Egypt and Expansion Plans Across North Africa Boost Regional Presence

Riyadh, KSA, 21th February – Hisense, a global leader in consumer electronics and home appliances, successfully hosted its MEA 2025 Partner Conference in Egypt on 16th February 2025, bringing together key regional partners, distributors, and industry leaders under the theme “Leading the Future.” Set against the backdrop of the iconic Pyramids, the event served as a platform to celebrate milestones, reinforce strategic partnerships, and unveil technologies that will shape the future of smarter living.

The conference was honoured by the presence of His Excellency Mr. Mohamed Sofiane Berrah, Ambassador of Algeria to Egypt, Mr. Zhao Liuqing, Minister Counsellor of the Chinese Embassy in Egypt, Mr. Jerry Liu, Vice President of Hisense International, and Mr. Jason Ou, President of Hisense Middle East & Africa. Adding to the excitement, football legend Roberto Carlos, former Real Madrid player, made a special appearance, further strengthening the connection between Hisense and the world of sports. 

“Our success in the Middle East and Africa is driven by strong partnerships and a commitment to innovation,” said Mr. Jerry Liu, Vice President at Hisense International. “With strategic investments in local manufacturing and R&D, we are well-positioned to meet evolving consumer needs and drive sustainable growth across the region.”

Reinforcing this vision, Mr. Jason Ou, President of Hisense MEA, added: “These initiatives affirm our dedication to expanding our footprint in key markets, ensuring that cutting-edge technology and premium home appliances are more accessible to consumers across the region.”

The conference highlighted Hisense’s commitment to AI-driven innovation and connected living through the ‘ConnectLife’ ecosystem, reinforcing its vision of “AI Your Life”. Attendees from across the GCC, Levant, and Africa engaged in discussions about the company’s vision and expansion strategies, reinforcing Hisense’s position as a global leader in home entertainment and appliances.

Unveiling of Next-Generation Technology

At the event, Hisense unveiled an extraordinary innovation that redefines large-screen entertainment - the 136-inch MicroLED TV, 136MX, the brand’s first consumer-ready MicroLED display. This groundbreaking technology delivers unmatched colour precision, stunning vibrancy, and exceptional energy efficiency.

A key milestone was the announcement that Hisense secured 100 orders for the 136-inch Micro LED TV from the MEA region, highlighting strong demand for next-generation large screen home entertainment in the region. 

Additionally, building on its partnership with Real Madrid, Hisense introduced an exclusive Real Madrid limited edition product range, further elevating its premium home entertainment offerings.

Football legend Roberto Carlos joined the launch, strengthening the synergy between Hisense and Real Madrid in delivering world-class entertainment.

Strategic Expansion and Regional Growth Initiatives

Reinforcing its commitment to regional growth, Hisense announced plans for opening an air conditioning factory in Algeria, marked by the signing of a strategic MoU with Condor Electronics, further strengthening Hisense’s manufacturing and distribution network in North Africa. This facility will play a key role in enhancing operational efficiency and ensuring faster access to high-quality products for consumers across the region.

Another major highlight was Hisense’s expansion in Egypt, marked by the launch of its first flagship brand store, providing Egyptian customers with a world-class product experience. Additionally, the company announced the opening of its first regional Care Hub in Cairo, reinforcing after-sales service and support across Egypt.

These strategic initiatives reaffirm Hisense’s long-term commitment to the region, ensuring consumers benefit from cutting-edge innovation and locally adapted solutions that meet their evolving needs.

The MEA 2025 Partner Conference concluded on a high note, setting the stage for future innovations, strategic collaborations, and a smarter, more connected future for consumers.

 

About Hisense 

Hisense, established in 1969, is a global leader in home appliances and consumer electronics operating in over 160 countries. Specialising in multimedia, home appliances, and IT solutions, Hisense prioritises integrity, innovation, and sustainability.

With over 50 years of expertise, Hisense offers top-quality products, exceptional after-sales services, and extensive warranties. The company pioneers cutting-edge technologies such as the Laser TV, ULED Local Dimming Backlight Control and chip technology, developing 8K ultra high-definition display chips, TV SoC chips, and AI chips. Beyond consumer electronics, Hisense excels in B2B industries such as intelligent transportation, medical technology, and optical modules.

Hisense proudly owns and has acquired renowned brands, including Toshiba TV, gorenje, Kelon, Ronshen, and ASKO, solidifying its position in the market. As a sponsor of major sporting events, Hisense has been associated with events such as FIFA World Cup Qatar 2022™, UEFA EURO 2020™ UEFA EURO 2024™, FIFA Club World Cup 2025™, and clubs such as Paris Saint-Germain. In 2024, Hisense further strengthened its sports partnerships by forming a strategic alliance with Real Madrid focused on the MEA region, highlighting its commitment to excellence and innovation.

With 34 industrial parks, 26 R&D centres and 66 overseas companies, Hisense continues to lead the industry with a diverse range of products. With regional headquarters in Dubai, UAE, and 5 offices across the MENA region, Hisense ensures efficient manufacturing, innovation, and distribution, to meet the evolving needs of consumers in the market. Stay updated with all the latest developments on the website: https://hisenseme.com/

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Netflix releases the legacy trailer and key art for Squid Game Season 3 Coming June 27, 2025

Rashad Iskandrni

 

 

Netflix released the legacy trailer for Squid Game S3. This marks the final trailer to be released ahead of the season finale launching on June 27.

 

The Key Art of player 456 (Lee Jung-jae) and Front Man (Lee Byung-hun) was also released a day before the trailer. 

 

Logline:

The third and final season of Squid Game follows Gi-hun (Lee Jung-jae) after losing his best friend in the game and being driven to utter despair by The Front Man (Lee Byung-hun), who was hiding his true identity to infiltrate the game. Gi-hun persists with his goal to put an end to the game, while the Front Man continues onto his next move and the surviving players' choices will lead to graver consequences with each round. The world eagerly awaits to see the grand finale written and directed by Director Hwang Dong-hyuk, who has vowed to bring the epic story to its deserved closure. Can we hope for humanity in the cruelest of realities? Fans all over the world are counting the days until the final answer is revealed.

 

 

Director Hwang Dong-hyuk, who made history at the 74th Primetime Emmys®, becoming the first Asian to win Outstanding Directing for a Drama Series, once again helms the series as director, writer, and producer. Season 3 stars Lee Jung-jae, Lee Byung-hun, Yim Si-wan, Kang Ha-neul, Wi Ha-jun, Park Gyu-young, Park Sung-hoon, Yang Dong-geun, Kang Ae-sim, Jo Yu-ri, Chae Kuk-hee, Lee David, Roh Jae-won, and Jun Suk-ho, with special appearance by Park Hee-soon.

 

 

WRITER/DIRECTOR: Hwang Dong-hyuk

EXECUTIVE PRODUCER: Kim Ji-yeon, Hwang Dong-hyuk

PRODUCED BY: Firstman Studio

 

KEY CAST: Lee Jung-jae, Lee Byung-hun, Yim Si-wan, Kang Ha-neul, Wi Ha-jun, Park Gyu-young, Lee Jin-uk, Park Sung-hoon, Yang Dong-geun, Kang Ae-sim, Lee David, Choi Seung-hyun, Roh Jae-won, Jo, Yu-ri, Won Ji-an, Lee Seo-hwan, with Gong Yoo

 

 

About Netflix:

Netflix is one of the world's leading entertainment services, with over 300 million paid memberships in over 190 countries enjoying TV series, films, and games across a wide variety of genres and languages. Members can play, pause and resume watching, as much as they want, anytime, anywhere, and can change their plans at any time.

 

Watch the legacy trailer لعبة الحبّار: موسم 3 | مقدمة الألعاب الختامية | Netflix

 

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Egyptian, Chinese music shine at NMEC concert

Rashad Iskandrni

The National Museum of Egyptian Civilisation (NMEC) was filled with a vibrant atmosphere of joy and unity as Egyptian and Chinese musicians graced the stage for a special concert entitled “Conversation and Connection: Music Connects the World.”

Organised in partnership with the Chinese Cultural Centre in Cairo, the event drew guests, dignitaries, and performers from both nations in a heartwarming celebration of shared cultural heritage.



Dr. Eltaysb Abbas, CEO of the museum, spoke about the profound ties between Egypt and China, two ancient civilisations with histories stretching back millennia.

“Music is one of the most essential threads in the fabric of any civilisation,” he said.



“Through music, we express both joy and sorrow, and it plays a vital role in our traditions, rituals, and day-to-day life. Across time, music has been a key channel for human connection, weaving us together even when separated by geography or language.”

Dr. Abbas also emphasised the museum’s commitment to celebrating not just the physical artifacts of Egypt’s grand past, but the intangible cultural treasures that continue to bring people together, including music.

 “It’s every person’s right, no matter where they are, to connect through the universal language of music,” he added, highlighting the museum’s aim to foster understanding and friendship among all civilisations.



Echoing these sentiments, the Chinese Ambassador to Egypt, Liao Liqiang, lauded both nations as proud standard-bearers of civilisation, praising their mutual respect and commitment to appreciating the world’s rich tapestry of cultures.

He mentioned Chinese President Xi Jinping’s “Global Civilisation Initiative,” a call to strengthen dialogue and learning between cultures, a vision that has found a strong partner in President Abdel Fattah El-Sisi, who recently affirmed that “human civilizations are meant to complement and benefit each other, not to create conflict or war.”

 

The Ambassador also pointed to the significant role Egypt played in supporting the creation of the International Day for Dialogue among Civilisations, as well as regional cooperation through the China-Arab Centre for the Global Civilisation Initiative, in partnership with the Arab League. These joint efforts, he said, showcase the promise of collaboration in building global peace and understanding.

The evening’s performances swept the audience into a world of sound, with Egyptian and Chinese musicians enchanting listeners with both traditional melodies and modern arrangements, a reflection of how music continues to evolve and bring new generations together, blending the richness of the past with the vibrancy of the present.

On the sidelines of the event, representatives from the Chinese Culture Centre warmly showcased a variety of their activities and products, inviting guests to learn more about Chinese traditions. Adding to the vibrant atmosphere, an Egyptian tannoura performance also took place and was met with enthusiastic praise from the attendees, who were captivated by its colourful display and lively rhythms. Both highlights beautifully reflected the evening’s spirit of cultural exchange and shared appreciation.

-End-

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Your Smartphone Camera Now Gets What You’re Looking At — and Responds

Rashad Iskandrni

 

Riyadh, Saudi Arabia – June 11, 2025 - Today’s mobile imaging goes beyond just a high-quality lens or advanced sensor — it demands seamless integration of hardware, software and AI. That’s why Samsung Electronics approaches camera innovation as a holistic system, where each advancement is supported by tightly integrated technologies. This unified vision allows Galaxy devices to continuously redefine mobile photography, empowering users to capture, create and communicate more meaningfully.

 

As AI evolves from text-based prompts to multimodal understanding, Galaxy devices are becoming smarter — able to get what you’re looking at and respond to situations. The camera is at the heart of this transformation. More than just a tool for capturing images, coupled with enhanced AI-powered features, the Galaxy camera is now part of the intuitive interface that turns what users see into understanding and action.

 

When paired with the flexible, expansive screen of a foldable, this experience becomes even more powerful, dynamic and immersive. Because innovation means nothing without trust, privacy is built into every layer helping to ensure that data is protected at all times.

 

Stay tuned. The camera will only get smarter — helping users capture lifes moments more vividly and make everyday experiences more seamless, personal and impactful.

 

The Ultra experience is ready to unfold.

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flynas Celebrates Launching Direct Flights Between Jeddah and Damascus • As the 2nd route that connects Syria to Saudi Arabia.

Rashad Iskandrni


 flynas, the leading low-cost airline in the world and the best LCC in the Middle East, celebrated launching direct flights Between Jeddah and Damascus on Thursday, June 12, following the launch of Riyadh to the Syrian capital last week, becoming the first Saudi airline to connect the two countries in 12 years, further expanding its network in line with flynas growth and expansion plan, launched under the title "We Connect the World to the Kingdom," in parallel with the objectives of the National Civil Aviation Strategy to enable national air carriers to contribute to connecting KSA with 250 International destinations and to accommodate 330 million passengers and to host 150 million tourists yearly by 2030 and the objectives of the Pilgrims Experience Program (PEP) to facilitate access to the Two Holy Mosques.

An inaugural ceremony was held at King Abdulaziz International Airport in Jeddah on Thursday, June 12, attended by representatives from flynas and the Jeddah Airports Company, which manages and operates KAIA. Travelling guests on the departing inaugural flight to Damascus were welcomed with giveaways.


Resuming flights to the Syrian capital confirms flynas' commitment to strengthening air connectivity between the two brotherly nations, as the leading LCC has been a pioneer in providing air routes between the Kingdom and various Syrian cities. flynas previously operated direct flights from Riyadh and Jeddah to Damascus, Aleppo, and Latakia. 

flynas operates 139 routes to more than 70 domestic and international destinations in 30 countries with more than 2000 weekly flights and has flown more than 80 million passengers since its launch in 2007, with the aim to reach 165 domestic and international destinations within its growth and expansion plan, and in line with the objectives of Vision 2030.

Passengers traveling with flynas can book their flights through all flynas booking channels: www.flynas.com, the flynas app, the call centre (920001234), or travel agents.

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Majid Al Futtaim and Huawei Redefine On-the-Go Shopping with Carrefour Smartwatch App

Rashad Iskandrni

 

Dubai, United Arab Emirates, June 12, 2025:  Majid Al Futtaim Retail, which owns the exclusive rights to operate Carrefour in the UAE, announces its partnership with Huawei, a global leader in technology and innovation, to launch the Carrefour Smartwatch App on the newly released HUAWEI WATCH 5, powered by HarmonyOS. This is a bold step in reimagining the retail experience for Carrefour customers. The collaboration will bring real-time services directly to customers’ wrists, blending smart mobility, personalisation, and convenience.

Designed for the mobile-first customer, this initiative introduces a new era of on-the-go retail, where users can access Carrefour’s most essential features instantly through wearable technology. With HarmonyOS integration, the app delivers smooth, intuitive experiences that support a smarter, more connected lifestyle. The app will also allow users to track orders in real time, manage their SHARE rewards — Majid Al Futtaim’s loyalty programme in the UAE — locate nearby Carrefour branches effortlessly, and receive personalised promotions along with the latest weekly deals, all conveniently from their watch, on the go.

Günther Helm, Chief Executive Officer at Majid Al Futtaim – Retail, commented: “With the global wearable technology market projected to more than double over the next five years[1], Majid Al Futtaim believes there is an opportunity to reshape retail around evolving lifestyles with convenience at the heart of how people live, connect and shop. As we continue building a retail foundation that is truly fit-for-future, the launch of the Carrefour Smartwatch App, in collaboration with Huawei, is an important milestone. It reflects our commitment to delivering highly personalised, seamless experiences, allowing customers to interact with Carrefour in smarter, more convenient ways, whether they’re at home, on the move, or in-store. This is convenience redefined for a digital-first generation.”

William Hu, Managing Director of Huawei Consumer Business Group for Middle East and Africa Eco-Development and Operation, added: “As a global technology leader, Huawei is committed to expanding the capabilities of its ecosystem. By integrating Carrefour’s services into our HarmonyOS-powered wearables, we’re offering users across the region, smarter, more seamless daily experiences.”

The Carrefour Smartwatch App is now available on the HUAWEI WATCH 5 and will soon roll out to other Huawei smartwatch variants, including the WATCH GT 5 and WATCH GT 4, ensuring wider reach across the region.

- ENDS -

 

Note to the Editor: The legal name of this company is “Majid Al Futtaim” and should not be shortened or replaced by an acronym to avoid confusion with another business entity.

 

Disclaimer: All facts and figures in this release are accurate at the time of issuance.

 

About Majid Al Futtaim Retail:

 

Founded in 1992, Majid Al Futtaim is an Emirati-owned, diversified lifestyle conglomerate operating shopping malls, communities, retail and leisure outlets, across the Middle East, Africa and Asia. The Group employs 43,000 people, with owned assets valued at US$19 billion, and has the highest credit rating (BBB) among privately held corporates in the region.

 

Majid Al Futtaim Retail holds the exclusive rights to operate Carrefour across 12 markets in the Middle East, Africa, and Asia, with a network of over 390 stores. It is also the owner and operator of HyperMax, a new grocery retail brand with 44 locations in Jordan and Oman. Additionally, the Group operates Supeco, its latest grocery retail concept—a low-cost hybrid model that combines a traditional supermarket with a wholesale warehouse—across 15 locations in Egypt, and Myli, the Group’s health and beauty brand, operating in 12 stores across Asia and North Africa.

 

To meet the growing needs of its diverse customer base and communities, Majid Al Futtaim Retail offers omnichannel customer experiences tailored to the needs of the modern consumer. Through its innovative physical and digital customer services, Majid Al Futtaim Retail provides access to an unrivalled choice of quality products, at unbeatable value for over 700,000 customers it serves daily.

 

Aligning with the Group’s commitment to support local economies, local producers and suppliers, Majid Al Futtaim Retail resources over 80 percent of its products from the region.

 

Please follow us on 

 

   https://www.facebook.com/MajidAlFuttaim 

   https://www.instagram.com/majidalfuttaim 

   https://www.tiktok.com/@majidalfuttaim 

   https://www.youtube.com/user/majidalfuttaim 

   https://twitter.com/majidalfuttaim 

   https://www.linkedin.com/company/majid-al-futtaim 

   https://majidalfuttaim.medium.com/ 

 

 

About HUAWEI AppGallery - Top 3 App Marketplaces Globally

 

AppGallery is HUAWEI's official app distribution platform and it is a smart and innovative ecosystem that allows developers to create unique experiences for consumers. HUAWEI’s unique HMS Core allows apps to be integrated across different devices, delivering more convenience and a smoother experience.

 

HUAWEI’s vision is to make AppGallery an open, innovative app distribution platform that is accessible to consumers, and at the same time, strictly protects users’ privacy and security while providing them with a unique and smart experience. Being among the top 3 global app marketplaces, AppGallery offers a wide variety of global and local apps across 18 categories, including navigation & transport, news, social media, and others. AppGallery is available in more than 170 countries and regions with over 580 million monthly active users. HUAWEI has partnered with 6 million registered developers across the globe.

For more information, kindly contact:

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The Lighthouse Debuts in Riyadh’s Diplomatic Quarter A Hub for Mediterranean Dining, Crafted Cocktails, and Cultural Connection

Rashad iskandrni

 

Riyadh, Saudi Arabia – 2025 – The Lighthouse, celebrated for its refined yet approachable Mediterranean dining and vibrant cultural ethos, announces the opening of its first outpost in Riyadh’s prestigious Diplomatic Quarter. This marks the brand’s highly anticipated debut in Saudi Arabia, following acclaimed venues across the UAE.

Set within the heart of Riyadh’s Diplomatic Quarter, The Lighthouse Riyadh brings the brand’s signature blend of culinary innovation, thoughtful design, and community-driven spirit to the Kingdom. The venue features a harmonious mix of indoor and al fresco spaces, designed to welcome guests from early morning breakfasts to lively evening gatherings.



Mediterranean with a Twist

The menu at The Lighthouse Riyadh is a celebration of the Mediterranean, with a focus on Eastern Mediterranean flavors. It’s a menu designed for lingering conversations and shared enjoyment, inviting guests to settle in and stay a little longer.

While mornings might begin with their Muhammarrah Eggs or a bowl of Greek Yogurt and Homemade Granoala, the all-day offering deftly transitions from day to night as the hours progress.

Guests can enjoy signature dishes such as the Truffle Rigatoni or Harissa Crusted Seabass, alongside vibrant mezze like small plates such as their Lentil Salad with pickled vegetables, Short Rib Katayefs and Chicken Musakhan Rolls. The selection of salads, sandwiches, pizzas and dessert ensures there's something for everyone, at any time.

Coffee & Mocktails

The Lighthouse Riyadh embraces coffee culture with a carefully selected range of specialty coffees that complements the dining experience, offering a caffeine-fueled journey from morning to night.

Guests can savor single-origin pour-overs, expertly prepared espresso drinks, and signature brews such as the Pistachio Frappé, the Brûléed Cappuccino or even enjoy a zero-proof Espresso Martini.

And for those who prefer to forgo the caffeine buzz, the mocktail menu is designed to offer complexity, refreshment, and a perfect pairing for the menu’s Mediterranean flavors. Highlights include Isabella – a passion fruit and pomegranate concoction,  and Rosa – a refreshing lemonade made with rose essence from Taif.



Design: Where Heritage Meets Modern Sophistication

The Lighthouse Riyadh’s interiors, designed by the renowned  London-based firm Archer Humphryes Architects with a celebrated portfolio that includes cultural hot spot Koko in Camden, the Chiltern Firehouse, and the Peninsula London, are a striking fusion of cultural heritage and modern sophistication. Drawing inspiration from the surrounding environment in DQ the design achieves a balance between timelessness and contemporary flair. The space is anchored by natural materials such as wood and lava stone, which, together with a remarkably intricate ceiling design and open kitchen layout, create a warm, inviting atmosphere grounded in craftsmanship and sustainability.

Every detail has been meticulously considered: furniture and lighting selections from Gubi, Another Country, Flos, and Serax bring elegant simplicity and sculptural presence, while a thoughtfully curated color palette adds subtle personality and depth. The environment is further enriched by original artworks from Riyadh-based multidisciplinary artist Nasser Al Mulhim, whose vibrant pieces, blending geometric and organic forms, reflect the artist’s exploration of spirituality and the human psyche.

The result is a sophisticated yet approachable setting where heritage and innovation coexist seamlessly. The design encourages guests to linger, discover, and connect, making The Lighthouse Riyadh not just a dining destination, but a cultural hub where every detail enhances the overall experience.



Community-Driven Cultural Programming

True to its roots, The Lighthouse Riyadh will host a dynamic calendar of community activations, from weekend brunches and live podcasting to evening DJ sets, transforming the venue into a social and cultural hub for the Diplomatic Quarter. This approach reflects the brand’s enduring commitment to fostering connection, creativity, and collaboration within every community it serves.

END

About The Lighthouse

Established in 2017 in Dubai Design District, The Lighthouse has become a cornerstone of the UAE’s dining scene, renowned for its unique blend of casual yet refined dining. Attracting a diverse audience from the arts and culture sectors, The Lighthouse is recognized for its Mediterranean-inspired menu and relaxed, sophisticated service style.

Rooted in the spirit of Virginia Woolf and the Bloomsbury Set, The Lighthouse embodies a philosophy centered on engaging conversations and freshly prepared meals shared among friends. This ethos is reflected in every aspect of the brand, from its thoughtfully curated retail offerings to its role as a cultural hub, hosting events and a podcast that fosters collaboration and creativity.

The Lighthouse’s reach has expanded to several licensed locations under the name 'The Lighthouse Restaurant & Bar,' including Dubai Design District, Yas Bay Waterfront in Abu Dhabi, Dubai Hills, and most recently, Riyadh. Guests can enjoy a refined setting with a carefully curated selection of mocktails, cocktails, and beers. Additionally, The Lighthouse’s Catering and Events Management teams provide tailored services, ensuring each event reflects The Lighthouse’s commitment to quality and creativity.

The Lighthouse is more than just a dining destination; it is a space where food, design, and community come together, making it a distinctive venue in the region.

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