Reimagining Wafi City

With the signing of a landmark partnership between Wafi Group and ALMAD Group, formalised by Sheikh Mana bin Khalifa Al Maktoum and Dr. Adrian Cheng, Wafi City is set to undergo one of its most ambitious transformations since opening its doors in 1991.

At the heart of this alliance is the creation of Wafi Anime 11, a new joint venture that brings together Wafi Group’s deep-rooted legacy in shaping one of Dubai’s most nostalgic mixed-use destinations with the globally acclaimed cultural-retail philosophy of K11 by AC. The partnership spans anime and IP-led entertainment, cultural programming, tourism activation, Chinese brand entry into the UAE, and the launch of Gentry Club, K11 by AC’s first private members’ club outside Greater China, to be housed at Raffles Dubai.

For Wafi City, a destination synonymous with heritage, discovery, and community, this moment marks a strategic evolution rather than a reinvention. With rising footfall, refreshed retail mixes, and renewed relevance among younger audiences, the partnership positions Wafi City as a living intersection of culture, commerce, and entertainment, one where ancient nostalgia meets contemporary fandom.

In this exclusive conversation, Dr. Adrian Cheng, Founder and Executive Chairman of K11 by AC, shares why Wafi City emerged as the ideal launchpad for cultural retail in the Middle East, how anime, IP, and immersive experiences are reshaping consumer engagement, and why Dubai is uniquely placed to become a global gateway for culture-led retail and tourism.

Wafi City carries deep cultural nostalgia in Dubai. What convinced you that this was the right moment and the right destination for K11 by AC’s first major cultural-retail expression in the Middle East?

My vision for cultural retail has always been about changing how people interact with art and culture, using retail as an accessible and dynamic platform. Since 2008, my team has built deep expertise in curating cultural retail landmarks across Hong Kong and Mainland China. When we evaluate destinations, commercial value is a given. What truly matters is whether a place carries heritage, memory, and meaning. Wafi City stands out as one of Dubai’s earliest mixed-use destinations, deeply embedded in the city’s social and cultural fabric. For Emiratis, long-term residents, and global visitors, it represents nostalgia, identity, and continuity.

That legacy makes Wafi City an ideal canvas for our cultural-retail model. This partnership allows us to honour its heritage while introducing innovative experiences that are entirely new to the MENA region.

You’ve long championed cultural commerce as more than retail. In the context of Wafi Anime 11, IP exhibitions, and Gentry Club, how do you define success beyond footfall and revenue?

Today’s consumers are increasingly purpose-driven. They seek engagement, personal relevance, and experiences that feel meaningful rather than transactional. Cultural retail responds to this shift by creating immersive environments where art, design, architecture, and commerce coexist naturally.

Success, for us, lies in how deeply people connect with these experiences. At Wafi City, our goal is to create moments that resonate with local audiences and tourists alike, offering something distinctive to the region.

Retail is a powerful example. Through our partnerships with leading Chinese brands entering the MENA market for the first time, we are offering more than products; we are offering culture. ZBR Bronze, founded by Master Zhu Bingren, blends centuries-old Chinese craftsmanship with contemporary design. Its presence at Wafi City represents the kind of cultural exchange that defines our vision.

Anime, eGaming, and IP-led experiences are central to Phase One. What signals told you that the Middle East, particularly Dubai, is ready for this depth of pop-culture immersion?

Our cultural entertainment portfolio spans anime, IP exhibitions, and immersive experiences that have proven successful well beyond Asia, particularly among younger audiences. The Anime 11 pop-up at Wafi City has already demonstrated strong demand, attracting residents, tourists, and dedicated fans.

With the youth demographics across the MENA region, this interest is both organic and growing. It made sense to bring our proven Anime 11 and Experience 11 concepts to this market.

We work closely with leading IP partners across Asia to build immersive journeys that go beyond display. Our strength lies in exhibition storytelling and experience curation. The region is ready for this new paradigm of retail and entertainment, and we look forward to delivering more market-leading experiences from 2026 onwards.

This partnership positions Wafi City as a launchpad for Chinese brands entering the Middle East. What does Dubai uniquely offer as a gateway that other global cities do not?

Dubai’s geographic advantage is unmatched. From the city, brands can access nearly four billion people within a four-hour flight radius. Beyond location, Dubai offers a government-enabled ecosystem designed to attract global investment. Support from institutions such as Dubai Chambers, favourable corporate tax structures, and dedicated economic zones significantly reduce market-entry risk.

For our Chinese brand partners, this creates confidence, speed, and scalability. Dubai allows them to establish a meaningful regional presence while remaining connected to global markets.

With rising Chinese tourism in Dubai, how do you see culture-led retail destinations shaping tourism behaviour, not just shopping patterns?

This is not a belief but a realized vision. At Victoria Dockside in Hong Kong, a US$2.6 billion global art and cultural district, we demonstrated how culture can reshape tourism flows. With K11 MUSEA at its core, the district became the most visited area among overnight travellers, driven by art, exhibitions, and cultural programming.

In 2024, our “100% Doraemon & Friends” exhibition attracted over five million visitors in just one month. Many travelled specifically for the experience, creating measurable economic and tourism impact.

Dubai’s cultural depth, global talent base, and infrastructure make it fertile ground for similar cross-cultural collaborations. Wafi City has the potential to become a destination where culture actively shapes how visitors engage with the city.

Looking beyond 2026, could the Wafi City transformation become a blueprint for how culture, commerce, and entertainment converge in global cities, particularly across emerging markets?

Absolutely. Our ambition with the K11 by AC ecosystem is to redefine cultural landscapes across regions. In the MENA market, our immediate focus is on executing the strategic vision of this partnership with Wafi Group. At the same time, we remain open to expanding into other cities, adapting our cultural-retail model to local contexts while maintaining its core philosophy.

With a strong pipeline of projects in Mainland China and active exploration in other regions, we see Wafi City as both a flagship and a blueprint for how shared value can be created through culture, commerce, and community.