An Abu Dhabi-born restaurant concept, Soraya, is preparing to make its international debut in London, signaling a notable shift as homegrown UAE brands begin to establish a presence on the global culinary stage. The expansion reflects a broader trend of regional concepts stepping beyond local markets and competing in some of the world’s most dynamic food destinations.
Founded by Iskandarbek Narzibekov, the brand represents a growing ambition within the UAE’s hospitality industry to move from being primarily an importer of international franchises to becoming a source of original, exportable dining experiences. The move is not just about opening another location abroad, but about showcasing a distinct identity shaped by regional influences, creativity, and storytelling.
This development highlights increasing confidence in the UAE’s evolving food and beverage sector, where locally built concepts are gaining recognition for their quality, uniqueness, and cultural depth. By entering an established market like London, Soraya aims to introduce international audiences to a fresh perspective rooted in Abu Dhabi’s culinary scene, further strengthening the region’s reputation as a hub for innovation in hospitality.
