TikTok, the world’s leading platform for short videos, is set to celebrate the Ramadan spirit for a second consecutive year through exclusive partnerships with top publishers across the MENA region.
Building on last years’ success, TikTok is expanding its collaboration in 2025 with leading publishers, including Peace Cake in Egypt, UTURN in KSA, Arab GT, and Yasmina in the UAE, to deliver a premium series of Ramadan content. These partnerships will feature high-quality, episodic branded content designed exclusively for TikTok during the holy month of Ramadan and Eid, heralding a new era in advertising and content consumption as audiences increasingly favor bite-sized, shared entertainment experiences.
During a month rooted in togetherness with family and friends, TikTok is celebrating the Ramadan season as the foundation of its Ramadan 2025 strategy. Under the theme “Better Together”, the platform highlights the power of connection-where communities unite, products work better together through bundling, media platforms drive incremental reach, and publishers collaborate with TikTok to elevate entertainment standards.
A Dash of Humor with Peace Cake
Egypt’s leading content and media company, Peace Cake, brings ‘Tante Marwa’s Pre-Iftar Talks’ packed with humor. Each episode offers a mix of thought-provoking questions and humorous, fiery responses, all infused with a distinct Egyptian wit.
“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,” remarked Shadi Kandil, General Manager of Global Business Solutions for the Middle East, Turkey, Africa, Central and South Asia at TikTok. “Ramadan is a pivotal moment for brands, and these partnerships present a unique opportunity to rethink their marketing strategies – fostering deeper and more authentic connections with audiences. By combining our 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.”
Enriching Ramadan Traditions with UTURN
Last year, TikTok and UTURN, a leading publisher born in Saudi Arabia for the MENA region, launched their first adaptation of Fawazeer Ramadan, which was originally an Egyptian television show featuring riddles presented in musical form – now with a modern twist and TikTok’s native visuals.
Building on last year’s success, the popular show returns with Saudi creators Lama and Mohammed. The show will be filled with engaging family riddles, to be solved daily before Iftar, making Ramadan moments more interactive and integrating TikTok into seasonal traditions.
Adding to the variety, UTURN also is set to launch Khaleek Jahez for Ramadan, which will see the much-loved creator @hadi hosting an entertaining street interview series in Riyadh.
Fashion Forward with UTURN’s Unseen and Yasmina
Delivering a unique experience this Ramadan, TikTok introduces its first-ever Luxury Style Hub. The show will be produced by UTURN’s Unseen, a women’s lifestyle, fashion, and beauty platform shedding light on a young Saudi women, and distributed to the wide audience of Yasmina. This dynamic series will offer style transformations, discussions, and expert fashion and beauty tips, making it the ultimate guide for embracing Ramadan-centric luxury trends.
Culinary Journeys with ArabGT
In partnership with ArabGT, TikTok merges culinary art with the automotive industry in ‘Drive for Good’. This series features ArabGT host and content creator Abdul-Aziz Al-Fudaili known as the Saudi Stig, collaborating with renowned chefs to prepare delicious Iftar meals. Each episode is a one-minute journey, seamlessly combining the excitement of the road with the warmth of giving back through food.
As an extension to the ‘Drive for Good’ series, renowned TikTok chefs @misho_baeshen and @emadcooking will create deep dive episodes on their accounts showcasing signature Saudi-inspired Ramadan meals in their kitchens.
