During participation in the Liwa International Festival 2026

Ministry of Economy and Tourism and Nissan launch community challenge in trademarks certified by Guinness World Records

Initiative underscores Ministry’s commitment to strengthening dialogue with the community to support sound commercial practices and protect IP rights

The Ministry of Economy and Tourism, in collaboration with Nissan Motor Corporation, launched an interactive community challenge in the field of trademarks certified by Guinness World Records, at the Liwa International Festival (LIWA 2026), held under the patronage of H.H. Sheikh Hamdan bin Zayed Al Nahyan, Ruler's Representative in the Al Dhafra Region, from 13 December 2025 to 4 January 2026.

The initiative forms part of the collaboration between the Ministry and Nissan in the field of intellectual property (IP) protection. It engages festival visitors in practical experiences aimed at helping them distinguish between original and counterfeit trademarks. Participants compete to quickly identify authentic products based on specific steps and criteria that can be easily applied. The challenge fosters conscious and responsible consumer behaviour and underscores the pivotal role of interactive initiatives in supporting IP protection in the country.

In this regard, H.E. Abdulla Al Saleh, Undersecretary of the Ministry of Economy and Tourism, highlighted the Ministry’s commitment to engaging with all groups of society through innovative and prominent initiatives and competitions in the fields of IP and trademarks. These efforts promote a culture of creativity and innovation, enhance the entrepreneurial environment, and protect the rights of trademark and intellectual work owners. This in turn supports the competitiveness of the national economy and reinforces the UAE’s position as a global hub for innovation and the knowledge-based economy.

H.E. Al Saleh said: “The launch of this challenge is the latest milestone within the framework of the Ministry’s fruitful collaboration with Nissan in the field of IP. It contributes to raising community awareness on the importance of distinguishing between original and counterfeit products and reducing the circulation of non-authentic products in the market. It also reflects the interests of both parties in supporting sound commercial practices and protecting intellectual property rights, which enhances consumer confidence and supports the competitiveness of the national business environment.”

Thierry Sabbagh, Divisional Vice President and President - Middle East, Saudi Arabia (KSA), and the Commonwealth of Independent States (CIS), Nissan and INFINITI, said: “The partnership with the Ministry of Economy and Tourism reflects our commitment to protecting intellectual property, promoting innovation, and ensuring customer safety in the UAE. Through our participation in LIWA 2026 and through this interactive experience, we underscore the importance of using genuine spare parts and reinforce the values of trust and quality for our customers in the UAE and the region.”

The initiative underlines the Ministry’s commitment to launching quality and community-oriented initiatives that focus on protecting innovation, creativity and the knowledge-based economy, while also enhancing coordination with partners at the federal, local, and private-sector levels, in line with the objectives of the ‘We the UAE 2031’ vision.

The Ministry signed a cooperation agreement with Nissan in February 2025 to enhance collaboration in knowledge exchange and support initiatives for protecting IP rights. Extending for three years, the agreement contributes to creating an environment conducive for innovation and creativity and strengthening the IP rights protection system through the implementation of joint community initiatives and programmes that promote the dissemination of IP rights' culture.