Special Correspondent
Dubai: The Pakistan Pavilion was formally inaugurated at ISM Middle East 2025 by Hussain Muhammad, Consul General of Pakistan in Dubai, along with Ali Zeb Khan, Trade & Investment Counsellor, at the Dubai World Trade Centre.
The three-day exhibition, running from September 15 to 17, has attracted more than 700 exhibitors from over 60 countries, establishing itself as the region’s largest and most influential trade fair for confectionery and snacks.
Pakistan is participating with two firms under the umbrella of the Trade Development Authority of Pakistan (TDAP), while 17 other Pakistani companies are showcasing their products independently. Together, they are presenting a diverse portfolio of premium confectionery, baked and frozen goods, biscuits, cakes, chocolates, candies, chips, and snacks.
Speaking at the inauguration, H.E. Hussain Muhammad emphasized that Pakistan’s participation reflects the country’s growing strength in the global confectionery and snack sector. “The presence of Pakistani firms at this premier platform highlights the quality, diversity, and competitiveness of our products and helps in strengthening trade linkages with the UAE, the wider Middle East, and beyond. Such engagements will open new avenues for Pakistani exporters in international markets,” he said.
Mr. Ali Zeb Khan underlined that participation in ISM Middle East provides an excellent opportunity for Pakistani firms to gain exposure in international markets, attract investment, and expand business collaborations.
With the MENA region recording strong year-on-year growth in snack consumption—particularly in health-focused, eco-friendly, and culturally adapted products—the exhibition offers significant potential for Pakistani exporters to tap into emerging global trends.
