Despite all the difficult circumstances that beset it, Lebanon participated in “Expo 2020 Dubai” along with 191 countries, through the Lebanese pavilion for a period of 6 months. It concluded its activities with “The Ramadan Basket” to celebrate the end of the international fair in cooperation with the “Lebanese Signature”.
Institutions and companies participated in this activity challenging the devastating Lebanese reality and decided to show the steadfast image of Lebanon in front of all crises, among which “Ayadina”, “Droubna”, “Darmess”, “L’Artisan Du Liban”, “Lamia Nassif Fashion House” and “C3 Sisters Shop”.
Lebanon’s participation constitutes a beacon of hope in the darkness of the nation and an outlet for the economy and tourism. It is considered at the core of Lebanon’s pioneering role as a country of convergence and dialogue. Joyce Mouawad, co-founder of “Lebanese Signature”, stated: “Expo 2020 is one of the most important events worldwide, so we will never forget the exceptional six months we experienced and what the UAE has done and provided to make this unique world exhibition the focus of the world and to Lebanon in particular”.
In the context of marketing and exporting Lebanese industries as well as contributing to the economic wheel of the country, many Lebanese products were present at Expo 2020 thanks to the initiative of the “Lebanese Signature”. In addition, the Company intended to show the talents of the Lebanese creatives in the pavilion. This event is organized in collaboration with the ecomConnect Programme at the International Trade Centre (ITC). As part of the Women Entrepreneurs Finance Initiative (Wi-Fi) project for E-Commerce and Women-led small and mid-size enterprises (SMEs) in Lebanon, ITC is currently supporting the Lebanese SMEs to promote and sell their products/services through the online sales channels. The ecomConnect Programme at the International Trade Centre (ITC) helps small and medium- sized businesses (SMEs) in developing countries to market and sell their products online. The programme provides support to their projects’ beneficiaries with training, research, structures, partnerships, and digital tools and technologies. The ecomConnect programme’s goal is to connect SMEs to local, regional, and international online markets, in an inclusive and sustainable manner. The mission of the International Trade Center (ITC) is to increase the competitiveness in the private sector, especially for small and medium-sized businesses (SMEs), by building export capacity, reducing the business transaction costs and establishing the principle of regional integration through digital trade facilitation measures that have important impacts on the country’s competitiveness capacity in the field of export.
As for the “Lebanese Signature” co-founded by Mila Medawar and Joyce Mouawad, it is a limited liability company and a platform created to empower creative Lebanese people, recognize their talents all around the world and help them create new jobs. It also aims to support the Lebanese economy by marketing Lebanese goods of all kinds.