By Honorary Reporter Menna Zahran from Egypt
Photos = Yasser Elnaggar 

Egyptian entrepreneur Yasser Elnaggar is a bridge builder between Korea and the Arab world. 

His promotion of Korean heritage earned him the position of a Korean culture ambassador at the 2024 K-Culture Festival Dubai (United Arab Emirates). From organizing traditional fashion shows and Korean culture festivals to making appearances on KBS, he shares Korean culture through an Arab perspective. 

The following are excerpts from a May 18 interview with Elnaggar via Instagram. 

Yasser Elnaggar has earned awards for his cultural promotion including (from left) Mr. Dubai 2022, Korean cultural ambassador at the 2024 K-Culture Festival Dubai and My Nationality Award from the Omniyat Center for People of Determination.

Briefly introduce yourself.
I'm an Egyptian entrepreneur based in Dubai for over 10 years. After an early retirement from football (soccer) due to injury, I took over an events and marketing company focusing on fashion. Winning the honor of Mr. Dubai 2022 opened many doors, leading to my appointment as a cultural ambassador of Korea in the Arab world. I organize festivals and workshops for Korean culture, from traditional fashion to cuisine and arts. I also received the My Nationality is Humanity Award and was among Dubai's 20 most influential Instagram figures in 2024. 

How did you get interested in Korea and what challenges have you had?
My connection to Korean culture began through fashion, particularly Hanbok (traditional clothing); I was inspired by Korea's unique blend of tradition and innovation. The main challenge was breaking stereotypes about Korean culture in the Arab world and finding the right platforms for cultural exchange. Through persistence and strong audience engagement, we've organized events that showcase Korea's rich heritage. 

Yasser Elnaggar organizes and attends Korean cultural events in Dubai.

How do you use your influence to promote Korean-Arab cultural exchange?
With over a million Instagram followers, I use my platform to promote cultural understanding and support emerging talent through initiatives like Dubai Jewelry Fashion Week. Korean culture's influence in the Middle East is growing, especially through K-dramas, K-pop and increasingly the Korean language. My role as Mr. Dubai 2022 has amplified my ability to reach wider audiences and deepen cultural connections.  

What's your vision for building cultural bridges? 
My goal is to foster deep cultural understanding between Koreans and Arabs through art, fashion and heritage. Korean culture isn't just a trend but a living heritage with shared human values.

What advice do you have for others in cultural exchange?

I advise young people interested in cultural exchange to be curious, patient and authentic. Success comes from channeling into practical initiatives while staying committed to continuous learning and growth. 

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.