UAE, Dubai, December 13, 2021: The Ministry of Culture and Youth has signed a memorandum of understanding (MoU) with the Sharjah Entrepreneurship Centre (Sheraa) on the sidelines of the World Conference on Creative Economy (WCCE) aiming to collaborate between and share experiences and knowledge and participate in the launch of joint initiatives in Sharjah. The MoU will help the two partners promote entrepreneurship in the UAE and the Arab region in general.

The MoU was signed by H.E. Mubarak Al Nakhi, Undersecretary of the Ministry of Culture and Youth, and Najla Al Midfa, CEO of Sharjah Entrepreneurship Centre (Sheraa) in the presence of H.E Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Sharjah Entrepreneurship Center, and H.E. Noura Al Kaabi, Minister of Culture and Youth.

Under the MoU, a framework for cooperation between the ministry and Sheraa is being established against the backdrop of their respective interests in promoting entrepreneurship and creating an encouraging environment for startup development in the region. It will also encourage the two parties to cooperate, develop and promote local entrepreneurship in the UAE, and support the ‘Access Sharjah Challenge: Creative Economy for outstanding entrepreneurs working to find creative solutions in the innovative industries to stimulate growth in Sharjah.

The memorandum provided for the formation of a joint committee to follow up on the management and implementation of the provisions contained in it, provided that the committee will convene periodically to follow up on the implementation of programs and activities and to see the latest work in addition to making suggestions and recommendations.

H.E. Mubarak Al Nakhi said:  "Through the Memorandum of Understanding with Sharjah Entrepreneurship Centre, the Ministry of Culture and Youth seeks to strengthen its strategic partnerships with local and federal entities, to improve the state of the cultural and creative industries sector in the UAE.  This is in line with the UAE National Strategy for Cultural and Creative Industries, the national agenda and the vision for the 2071 centennial."  

"Today, the cultural and creative industries have become a key engine for advancing sustainable development globally and not just locally. We must unite efforts and joint action to lay the foundations for establishing value for these industries and develop inspiring mechanisms and programs that support young talent and attract creators, to play an active role in the next phase of the country's development," His Excellency added.

His Excellency  stressed the importance of coordination and integration between government agencies to achieve common goals, support and create opportunities for outstanding entrepreneurs, and strengthen strategic  partnerships  between institutions and government agencies, to improve the state of the cultural and creative sector, enable it to keep up with current developments and challenges, and create new opportunities for creative talent to invest in this vital sector, which is one of the most developed global sectors in this period.

Elaborating on the MoU, Najla Al Midfa, CEO of Sheraa, commented: “Through Sheraa’s collaboration with the Ministry of Culture and Youth, our goal is to create the right ecosystem to enable the next generation of changemakers to push boundaries in the cultural and creative industries. A rapidly shifting economic landscape calls for creative solutions, and this partnership will provide support for founders through funding and action plans to help drive economic and social development in the region.”

She added: “Sheraa’s goals to cultivate local entrepreneurship aligns with Sharjah’s focus on knowledge, innovation and creativity, is further strengthening the growth of the emirate’s startup sector where creative ideas and businesses grow.”

The winners of the “Access Sharjah Challenge", an initiative launched earlier in partnership between the Ministry of Culture and Youth and Sheraa, were honored on the sidelines of the signing of the MoU. The 10 shortlisted finalists had pitched their ideas and innovations on stage at the fifth Sharjah Entrepreneurship Festival (SEF) held in November at Expo Centre Sharjah.

H.E. Sheikha Bodour Al Qasimi, H.E. Noura Al Kaabi, and Najla Al Midfa, CEO of Sheraa commended the winners.

American University of Sharjah (AUS) professor Sohail Dahdal won the Al Makan Challenge for ‘5th Wall – Immerse Media’, that brings 3D animated objects to life by adding powerful interaction points and strong storytelling elements. Emirati founders Noura Kalban and Alia Lootah were adjudged winners of the Al Multaqa Challenge for ‘Expression Room’ located at their ‘Medaf Art Studio’ where budding artists can freely express their inner thoughts through art without any restrictions.

The Access Sharjah Challenge is in line with Sheraa’s mission to support creative and tech-savvy startups by connecting them with the private and public sectors. Organised in strategic partnership with the Sharjah Museums Authority, Alef Group and Air Arabia, the competition focused on innovative startups operating in the following sectors: Cultural & Natural Heritage; Performance & Celebration; Visual Arts & Crafts; Audio Visual & Interactive Media; Design and Creative Services; and Books & Press.

The two parties will foster an environment to support entrepreneurship and incubate new innovative ideas to nurture creativity and strengthen the creative economy.