GENESIS DRIVES THE FUTURE OF GLAMOUR AS OFFICIAL AUTOMOTIVE PARTNER OF EMIGALA 2025

For its debut partnership with the EMIGALA, Genesis Middle East and Africa – in collaboration with its official distributor in the United Arab Emirates, Juma Al Majid Company – took center stage as the Official Automotive Sponsor of the 5th edition of the Middle East Fashion & Beauty Awards, held on April 22–23, 2025, at the stunning rooftop terrace of Jumeirah Emirates Towers, overlooking the iconic Museum of the Future.

A celebration of visionaries shaping the fashion and beauty industries regionally and globally, EMIGALA 2025 was dedicated to the enduring legacy of Elvis Presley and broadcasted live across 11 leading networks including OSN, LBC, Rotana Music, and X MENA. The event was hosted by actress and presenter Yara Bou Mounsef, who made a grand entrance in a Genesis Twilight setting the tone for a weekend of elegance, innovation, and creativity.

Genesis captivated attendees with an immersive brand experience upon arrival. The Twilight and GV80 models were displayed at the red-carpet entrance, showcasing Genesis’ distinctive design language. Branding extended across digital LED screens, the iconic EMIGALA step-and-repeat wall, and a dedicated live broadcast feed – welcoming thousands of viewers into the world of Genesis through visual storytelling and in-car footage.

Celebrities were also filmed enroute for exclusive “On the Way to the Red Carpet with Genesis” content, featuring regional and global style icons in a luxurious fleet including the GV80 Coupe, and flagship G90 Chauffered honorees and guests included: Yara Bou Monsef, Nicolas Mouawad, Basma Boussil, Joelle Mardinian, Yusur Al-Khalidi, Ali & Walaa, Ola Farahat and Marina Ruy Barbosa.

“Partnering with EMIGALA 2025 is a natural extension of our brand’s Korean heritage – where timeless design, heartfelt hospitality, and innovative craftsmanship are deeply rooted. At Genesis, we believe in celebrating cultural expression and individuality. We were especially proud to spotlight the incredible talent across the region, from creative pioneers to emerging fashion voices, and to support a platform that amplifies these stories on an important stage,” said Omar Al Zubaidi, CEO of Genesis Middle East & Africa.

Genesis’ debut at EMIGALA underscores the brand’s commitment to aligning with moments of influence and elegance, setting a new benchmark for how design-driven automotive excellence can intersect with the world of fashion and art.