Sharjah International Book Fair


The 37th Sharjah International Book Fair (SIBF 2018) concluded on a record-breaking note on its last day. This flagship literary and cultural event surpassed last year’s figure of 2.38 million visitors. The event attracted a wide range of people, from school kids to families with children, Emiratis and expatriates from across the UAE besides a significant number of visitors from the neighboring countries as well. The 11-day book fair also witnessed participation of government officials, authors, intellectuals and publishers from the UAE and around the world.


Japan was hosted as the Guest of Honor this year with a rich program of events and workshops
in their dedicated pavilion. Artists & various guests from Japan displayed Japanese art, literature, culture, food & tradition for visitors to experience. Yakult Middle East had a booth in the Japan pavilion.


Yakult Art Contest

Japan was the guest of honour for the 2018 Sharjah Book Fair. To commemorate this special occasion, an art contest was organized by Yakult Middle East to interact and engage with more children.

The contest was aimed to create awareness among the children on the benefits of Yakult Probiotic Drink. Concept was to encourage the children to use their imagination to create a painting, highlighting the benefits of Yakult. Themes were 1.Good Health and Yakult, 2. Your Yakult Super Hero.and children from age group 5-18 were encourage to participate in this activity. The participants have to upload their works to Yakult Social Media with #CreateYourImagination. Three best entries were judged by architect Takeshi Harikai. Winners were awarded with Virgin Megastore Vouchers.



H.E. Dr. Akima Umezawa, Consul-General of Japan in Dubai, UAE, hosted the Japanese National Day Reception to celebrate the birthday of His Majesty the Emperor of Japan.  The reception was attended by UAE ministers, residing diplomats, VIP guests & corporate executives at HABTOOR PALACE, Dubai from 7 PM until 9 PM extended until 10 PM. Japanese companies in the UAE took part in the exhibition and Yakult Middle East was one among them to showcase & sample its products. Around 150 guests (of which 10% Arabs, 40% Westerners and Asians and the remaining 50% Japanese) who visited Yakult’s stand were offered a bottle of Yakult.

Guests who tried Yakult for the first time were exited to know about Yakult, its benefits and probiotics in general. Many guests who had already consumed Yakult before elsewhere in the world were happy to learn Yakult’s availability in the UAE. Many said it is their kids favorite drink. Guests who were unaware about the launch of NEW Yakult LIGHT were happy to know about its availability in the UAE.

Gulfood 2018

Yakult participated in Gulfood exhibition in its 23rd edition. Gulfood is one of largest annual food and beverage exhibition of its kind. The event was opened by Sheikh Hamdan bin Rashid Al Maktoum, Deputy Ruler of Dubai, and UAE’S Minister of Finance.

People enjoyed the unique taste of Yakult light, which was sampled for the first time to different consumers in UAE market and about 5000 bottles of (Yakult original & Yakult light) were sampled during the event.






It’s the sixth edition of this event taking place in Dubai. The Indian Festival of Lights, Deepavali, is expected to fall on November 7 this year. However, the Indian expats in Dubai celebrated it a week early on Friday, 26th October 2018 at the Etisalat Academy Grounds, Muhaisanah, Dubai.  The ‘Deepavali Utsav 2018’, organized by Friends of India (FOI) events under the patronage of Consulate General of India, Dubai, attracted many Indian nationals. The Consul General of India, Mr. Vipul, along with many other Indian & Emirati dignitaries attended the gala event. More than 8,000+ Indian expats joined the celebrations starting from 3 PM until 11 PM. Indian Performers in colorful garb presented folk dances from different states in the country followed by a musical concert by Naresh Iyer & Bennet’s band.


Independent tents were provided to80+ exhibitors in the event and Yakult Middle East was one amongest them that showcased & sampled its products. Around 500 visitors were sampled using 100 bottles (50 bottles Y-O & 50 bottles Y-L) of which 70%South Indians and 30% North Indians who visited Yakult’s booth were offered Yakult samples to try and were engaged in a brand talk by the YME staff.  Many visitors who tasted Yakult for the first time were exited to know about Yakult and its benefits and those who already knew Yakult were happy to know about the launch of NEW Yakult LIGHT in the market.