Issue link: https://read.dmtmag.com/i/1544088
48 tobaccoasia Issue 2, 2026 March / April By Thomas Schmid The Middle East and North Africa (MENA) region has always been the cultural heartland for shisha. Unlike in Europe or the Americas, where regulatory restric- tions have increasingly narrowed the scope for flavor innovation, MENA remains a fertile playground for ex- perimentation. Here, in this vast region, tradition and modernity coexist. Classic fruit and spice flavors con- tinue to dominate, yet adventurous blends and novel concepts are steadily reshaping consumer expectations. Two major industry players - Hertz & Selck Middle East, and Belarus-based Bimar Project - offer fascinat- ing insights into how MENA is evolving into a global hub for shisha flavor development. Shisha Flavors in MENA: Tradition Meets Innovation Largely spared from stringent bans, MENA is proving a fertile flavor playground. Hertz & Selck: Innovating Within Tradition A most diverse flavor market Tarek El-Achmar, managing director and sales manager of Dubai-based Hertz & Selck Middle East, acknowledges the global shift of attention toward MENA due to restrictions else- where. Yet he cautions against oversimplification: "I would not agree to call MENA a 'shisha flavor benchmark' since this would suggest that the region has one single taste profile. This would be far from the truth, because the MENA market consists of multiple regional sub-markets with different taste profiles." In the Gulf Cooperation Council (GCC), El-Achmar pointed out, innovation thrives thanks to diverse demograph- ics and a strong expat presence. Meanwhile, in the Levant and North Africa, traditional flavors remain dominant, though sub- tle shifts toward fusion concepts are emerging. This diversity makes MENA unique. The region is not a monolithic bench- mark, but a mosaic of preferences. At the recent World Shisha Show in Dubai, El-Achmar observed a surge in layered fruit mixes. Instead of single-note flavors like grape or watermelon, brands now combine multiple fruits with cooling agents such as mint, while citrus hints cre- ate depth. "High competitiveness in a market is always consid- ered a seeding ground for innovation," El-Achmar said. "This competitiveness has forced many brands to innovate their flavor portfolios to distinguish themselves from the competition." But this trend also reflects local consumer curiosity and the need for lounges and brands to differentiate themselves in a crowded marketplace. With North African markets trailing behind a little and continuing to stick with more traditional flavor variations, El- Achmar identified the UAE as a major driver of flavor innova- tion. With its cosmopolitan population and influx of tourists, the country demands variety and novelty. But surprisingly, Iraq also has emerged as an unexpected innovator, propelled by a vibrant shisha lounge culture where competition fuels creativity. A group of revelers enjoying shishas in downtown Dubai. Credit: MS Copilot Exhibition visitor getting inspired by some of Hertz & Selck's flavor creations. Credit: Hertz & Selck