On July 31st, BDD proudly hosted Lebanon’s first-ever TikTok for Business Workshop, in collaboration with TikTok, JGroup, and Promofix. Held right here at the heart of Beirut Digital District, the event marked a milestone in connecting global innovation with local talent. Over 300 attendees, including businesses and agencies representatives, creators, and government leaders came together for a full day of dynamic learning, strategic insights, and creative exchange – and to explore how TikTok’s tools and insights can be leveraged to grow businesses in the region.
The workshop equipped Lebanese brands and agencies with TikTok’s cutting-edge tools such as Smart+ and Symphony suite of AI-powered creative tools, reinforcing Beirut’s position as a vibrant hub of creativity and digital ambition in the region. Check out the recap of our workshop here!
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Imad Jomaa, Founder and President of JGroup and the visionary leader behind Promofix, TikTok’s official sales partner in Lebanon, shared:
“Our collaboration with TikTok marks a pivotal step in Promofix’s mission to accelerate Lebanon’s digital advancement. Together with TikTok, we are building a dynamic ecosystem where businesses can thrive by combining global expertise with local excellence.”
Opening Note: Mouhamad Rabah, CEO of Beirut Digital District
In his opening remarks, Mouhamad Rabah highlighted the role of BDD in creating meaningful opportunities for Lebanon’s digital future:
“At BDD, we believe in building a bridge between Lebanon’s talent and the world. Hosting the TikTok for Business Workshop is part of our long-standing mission to empower local innovators with direct access to global platforms, practical learning, and real-world collaboration.”
Fireside Chat: The Rise of a Brave New Economy
During the event, a panel discussion featuring H.E. Kamal Shehadi, Minister of State for Technology and Artificial Intelligence and Minister of the Displaced, and Shadi Kandil, General Manager of Global Business Solutions for TikTok across the Middle East, Turkey, Africa, and Central and South Asia, moderated by Mouhamad Rabah, CEO of Beirut Digital District, delved into how creativity, technology, and economic development intersect in the Lebanese context.
“In Lebanon, we’re laying the foundations to leapfrog ahead in the tech space,” said HE Kamal Shehadi. “My vision is for Lebanon to become a place where digital companies don’t just recruit, they build , a place where our entrepreneurs can scale ideas from zero to a billion without leaving home.”
Shadi Kandil, General Manager of Global Business Solutions for TikTok across the Middle East, Turkey, Africa, and Central and South Asia emphasized:
“Lebanon has long been a hub of creative and entrepreneurial energy. This workshop is part of our ongoing commitment to equipping local businesses with the tools they need to turn creativity into commercial success.”
Fatih Kafadar, Head of Government Relations and Public Policy, Türkiye and Levant at TikTok, commented:
“We’re proud to collaborate with both public and private sector partners in Lebanon to support the country’s digital growth. Events like this reflect our broader commitment to empowering local ecosystems with the tools, knowledge, and access to innovation that fuel inclusive economic opportunity.”
Content Evolution: Reimagining Creativity with TikTok
Annie Arsane Mattar, Head of Business Marketing, Middle East, Turkey, Africa and Pakistan, kicked off the technical portion by highlighting how TikTok has transformed the content economy from a binary demand and supply interplay to a regenerative, circular economy where the recommendation engine delivers content to the right user who is inspired and shares more content into this economy – all fueled by technological innovations such as Symphony, Smart+ and many others.
Empowering Through Innovation and Insight
The heart of the workshop lay in a series of deep-dive panels, practical sessions, and hands-on demos designed to equip attendees with actionable knowledge.
A panel on authenticity in creator-led marketing featured Ali Hennaoui (@aliandwalaa), a TikTok content creator, and Yasmine Sewilam, Creative Product Marketing Manager at TikTok For Business MEA. They explored how genuine storytelling and bold experimentation drive engagement and lasting audience loyalty.
This was followed by a practical session on performance and scaling with Smart+, led by Joseph Akl, Performance Product Marketing Manager at TikTok for Business MEA. He demonstrated how businesses can optimize campaign results using TikTok’s smart tools.
A separate panel spotlighted success stories on TikTok, with:
- Joseph Akl – Performance Product Marketing Manager, TikTok for Business MEA
- Nawal Rustom – Agency Partnership Lead, TikTok for Business MEA
- Joanne Hanna – Performance Marketing Manager, Publicis Media Lebanon
- Elie Karam – Head of Performance, iMetric Digital
Each shared valuable insights into how brands are achieving tangible results by leveraging TikTok’s platform and advertising capabilities.
One of the most impactful and immersive sessions of the day was the GenAI Symphony Suite workshop, led by Omar Malaeb, GenAI Product Marketing Manager at TikTok For Business METAP. The session showcased TikTok’s most advanced AI-powered creative tools, offering attendees a clear pathway to automate and scale content production without compromising storytelling quality or audience impact.
Following the workshop, attendees took part in 1:1 expert consults, where TikTok product specialists provided tailored guidance on enhancing performance strategies, unlocking creative potential, and scaling campaigns effectively based on individual business needs.
Finally, this workshop marks another milestone in our journey to empower the local ecosystem to build, scale, and lead from Beirut. By collaborating with leading global tech players and supporting businesses that serve the region, from right here, we are reminded that Beirut dares to dream once again.
Beirut dares to dream… and we’re here to help make that dream a reality.
