Discover Timeless Crafts with a Modern Twist at Abu Dhabi's Premier Hunting and Equestrian Event

UAE's Irthee Council Transforms Traditional Crafts into Global Cultural Assets

The UAE's Irthee Council for Contemporary Crafts is leveraging its decade-long expertise to showcase Emirati heritage at the Abu Dhabi International Hunting and Equestrian Exhibition, marking a strategic push to position traditional handicrafts as modern cultural ambassadors. This participation reflects a broader Gulf strategy to diversify economies through cultural industries while preserving national identity in an increasingly globalized world.

Cultural Heritage Meets Economic Diversification

Running until September 7 at ADNEC Abu Dhabi, the exhibition serves as more than a cultural showcase—it represents the UAE's calculated approach to transforming intangible heritage into tangible economic value. Rim bin Karam, Director General of the Irthee Council, emphasized that this inaugural participation aligns with the organization's mission to expand craft markets both locally and internationally.

The timing is significant. As Gulf nations accelerate their post-oil economic transitions, cultural industries have emerged as key diversification pillars. The UAE's approach mirrors successful models in countries like Japan and South Korea, where traditional crafts have been systematically modernized and marketed globally.

From Survival Tools to Cultural Symbols

Since its establishment in 2015, the Irthee Council has fundamentally redefined how traditional crafts function in modern society. The organization has successfully transformed handicrafts from mere survival tools into cultural symbols with artistic and economic value, creating a sustainable ecosystem that empowers communities, particularly women.

Strategic Global Partnerships

The Council's collaboration with luxury brands like Bulgari and Cartier demonstrates a sophisticated understanding of global markets. These partnerships don't merely commercialize Emirati crafts—they elevate them to luxury status, creating premium market positioning that commands higher values and broader international recognition.

This strategy contrasts sharply with traditional cultural preservation approaches that often isolate heritage practices from contemporary commerce. Instead, the UAE has chosen integration, allowing market forces to drive cultural preservation through economic incentives.

Regional Influence and Recognition

The Council's impact extends beyond economic metrics. Its role in securing Sharjah's UNESCO designation as a Creative City for Crafts and Folk Arts in 2019—specifically for the traditional "Talli" embroidery—demonstrates how strategic cultural investment can yield international recognition and soft power benefits.

With a network spanning 13 countries and over 840 craftspeople, the Council has created what amounts to a cultural diplomacy network. This approach aligns with the UAE's broader foreign policy strategy of building influence through cultural and economic ties rather than traditional political channels.

Market Implications and Future Outlook

The Council's ten-year journey reveals important lessons for emerging cultural economies. By focusing on women's empowerment through craft training across the MENA and Asian regions, the organization has created a scalable model that addresses multiple policy objectives simultaneously: cultural preservation, economic diversification, and social development.

Competitive Positioning

The Abu Dhabi exhibition, now encompassing over 15 sectors, represents the UAE's attempt to create a comprehensive cultural marketplace. This expansion strategy positions the UAE as a regional hub for cultural industries, potentially competing with established centers like Istanbul or Cairo.

For investors and policymakers, the Irthee Council's success suggests that cultural industries can generate sustainable returns when properly integrated with modern business practices and international marketing strategies. The model offers particular relevance for resource-rich nations seeking to diversify their economies while maintaining cultural authenticity.

Beyond Nostalgia: Strategic Cultural Investment

The Council's approach transcends mere heritage preservation—it represents a calculated investment in cultural assets that can generate long-term economic and diplomatic returns. By modernizing traditional crafts while maintaining their cultural integrity, the UAE has created a template for sustainable cultural development that other nations are likely to study and adapt.

As the exhibition continues, it serves as both a celebration of Emirati heritage and a demonstration of how traditional cultures can thrive in contemporary global markets through strategic innovation and partnership.