GLOBAL Village Dubai is far more than a shopping destination. It is a vibrant meeting point of cultures, cuisines and traditions, where nations compete to cap-ture the imagination of millions. Within a single evening, families wander be-tween national pavilions, discovering distinctive aromas, handicrafts and per-formances. During a recent visit, I experienced the thrill of this remarkable at-traction, but also witnessed a striking contrast between countries that celebrate their heritage with imagination and one whose massive potential seemed largely overlooked: Pakistan.
The culinary journey was memorable from the outset. Bosnian kebabs served in warm, freshly baked bread with cooling Ayran proved that simplicity can deliv-er exceptional flavor. Elsewhere, pasta was prepared theatrically inside an enormous cheese wheel, while the Thai Pavilion’s mango sago offered an unex-pected highlight of refreshing sweetness. These were not merely meals; they were immersive experiences that encouraged visitors to linger and watch. The cultural displays were just as engaging. Jordan’s pavilion drew crowds with spirited live singing. Morocco showcased traditional garments, olive oils and an astonishing variety of honey. At the Turkish Pavilion, excellent kebabs shared the spotlight with famous ice cream vendors whose playful tricks and mock re-fusals turned each purchase into a humorous performance. Here, commerce and culture worked beautifully together. Global Village also recreates the energetic atmosphere of a traditional mela on an international scale, featuring illuminated amusement rides, fairground attrac-tions, and dynamic entertainment. A grand swing ride with my granddaughter proved rather more adventurous than expected, leaving me thoroughly dizzy! Fortunately, the evening also offered spellbinding ground performances, includ-ing a dynamic drumming troupe that held the audience captive with powerful rhythms and synchronized formations. The combination of food, music and family fun explains the venue’s enduring appeal. Yet, the Pakistani Pavilion, situated right beside the lively Turkish display, pre-sented a sobering contrast. While countries like India and the USA projected a strong presence through substantial displays and varied merchandise, Pakistan’s representation felt disappointingly subdued. This was not a question of pavilion size, but an absence of the energy, originality and regional diversity that a coun-try of Pakistan’s cultural richness should effortlessly convey.
The disappointment was sharp because Pakistan’s regional identities offer an abundance of treasures: from Punjab’s textiles and Sindh’s crafts to Balochistan’s embroidery and the historic traditions of Khyber Pakhtunkhwa. Unfortunately, many shops were closed during my visit, creating an uninviting impression. Those operating seemed to repeat identical leather jackets and brightly colored women’s dresses. Where were the celebrated Kamalia Khaddar fabrics, fine hand-woven textiles and Charsadda leather footwear? Pakistan could easily captivate international shoppers with Sindhi Ajrak, Multani blue pottery, Kash-miri shawls, Peshawari chappals and its distinctive truck art. Better still, live ar-tisans could demonstrate weaving, embroidery, and pottery before visitors, turn-ing passive shopping into genuine cultural discovery. The food offering was equally underwhelming. The biryani counter lacked in-viting presentation, the MatkaChai was ordinary and even Bundu Khan—a household name in Pakistani barbecue—lacked its characteristic atmosphere. Most surprising was the total absence of freshly prepared, live jalebis. Nearby, Arabic vendors attracted massive queues by frying hot luqaimat in full view of customers. The lesson is obvious: the preparation itself is the attraction. Imagine steaming biryani pots, seekh kebabs sizzling over open charcoal, jalebis spiraling into hot oil, and chai poured dramatically into traditional clay cups. Add lively counters serving golgappay, bun kebabs, samosas, chaat, rabri and kulfi. None of these requires an elaborate concept—only authenticity, stellar presentation, and an understanding of what draws a crowd. Such experiences would appeal not just to homesick expatriates, but to international visitors discovering Pakistani cui-sine for the first time.
Global Village is an extraordinary platform for cultural diplomacy, tourism and trade. The Pakistan Pavilion must therefore be planned as a cohesive national showcase rather than a disjointed collection of unrelated stalls. Organizers, par-ticipating businesses, and the Trade Development Authority of Pakistan (TDAP) must collaborate to build a more coherent experience. This means selecting distinctive regional products, ensuring shops remain operational and making live craft demonstrations central to the attraction.
A working sugarcane juice press, a jalebi maker drawing crowds with golden spirals, or an artisan shaping blue pottery would communicate far more about Pakistan than rows of generic goods. While pricing must remain competitive and standards consistent, the ultimate objective should not merely be to sell, but to create curiosity, pride and lasting connections. Pakistan holds all the right ingredients—vibrant flavors, master craftsmanship and deep-rooted history—to host one of Global Village’s most captivating pavi-lions. Bridging the gap between potential and reality simply requires a bold new vision. A rich heritage only shines on the world stage when presented with con-fidence, rigorous dedication and the flawless execution needed to meet the high standards of the commercial landscape in Dubai.
—The writer is former Director General DPP, Government of Pakistan.
