Under the theme “Better Together”, TikTok emphasises connection—uniting communities, enhancing products through bundling, expanding media reach and collaborating with publishers to elevate entertainment.
For the second consecutive year, TikTok has embraced the spirit of Ramadan through exclusive partnerships with leading publishers across the MENA region. In 2025, the platform is set to expand its collaborations with key media partners, including UTURN in Saudi Arabia, Arab GT and Yasmina in the UAE and Peace Cake in Egypt, to deliver premium, episodic Ramadan content. These partnerships will showcase branded entertainment designed exclusively for TikTok, reflecting the growing demand for short-form, shared digital experiences during the holy month and Eid.
With Ramadan centred around connection and togetherness, TikTok has made these values the foundation of its 2025 campaign under the theme “Better Together.” This approach emphasises how communities come together, media platforms extend their reach and publishers collaborate to elevate entertainment standards on TikTok.
Last year, TikTok and UTURN introduced a modern take on Fawazeer Ramadan, originally an Egyptian riddle-based television show with musical performances. Following its success, the show returns in 2025, featuring Saudi creators Lama and Mohammed. Viewers can enjoy daily riddles leading up to Iftar, integrating TikTok into cherished Ramadan traditions.
Additionally, UTURN is launching Khaleek Jahez for Ramadan, a street interview series hosted by Saudi creator Hadi (@hadi), set in Riyadh.
TikTok is also unveiling its first-ever Luxury Style Hub, produced by UTURN’s Unseen, a fashion and beauty platform celebrating young Saudi women. Distributed via Yasmina, the series will feature style transformations, expert fashion and beauty tips, and discussions on Ramadan-centric luxury trends.
Expanding beyond lifestyle content, TikTok partners with Arab GT to merge culinary arts with the automotive world in Drive for Good. Hosted by ArabGT’s Abdul-Aziz Al Fudaili (the Saudi Stig), the show pairs high-performance driving with charitable cooking, featuring chefs preparing meaningful Iftar meals. As an extension of the series, TikTok’s top chefs Misho (@misho_baeshen) and Emad (@emadcooking) will create in-depth episodes showcasing Saudi-inspired Ramadan dishes from their kitchens.
Meanwhile, Egypt’s Peace Cake brings humour to Ramadan with Tante Marwa’s Pre-Iftar Talks, a series blending thought-provoking questions with fiery, witty responses in classic Egyptian style.
Shadi Kandil, General Manager of Global Business Solutions for the Middle East, Turkey, Africa, Central, and South Asia at TikTok, commented: “At TikTok, our mission has always been to inspire creativity and bring joy. Through these exclusive series, we’re proud to expand our partnerships across the MENA region, delivering locally produced entertainment that truly resonates with our diverse audience. Ramadan is a pivotal moment for brands, and these partnerships present a unique opportunity to rethink their marketing strategies — fostering deeper, more authentic connections with audiences. By combining TikTok’s strengths in community-building and storytelling with the expertise of local creatives, we’re not only unlocking new opportunities for brands to grow, but also driving innovation at the intersection of content and technology.”
