Abu Dhabi-based Shorooq Partners has announced a $9 million investment in two innovative content-related startups. These projects emerged from the 1 Billion Pitches competition at the 1 Billion Followers Summit in Dubai. The funding will boost Halo AI, a platform streamlining influencer marketing, and Eugenius, a storytelling venture blending Korean and Middle Eastern content.
Empowering Game-Changing Startups
Shorooq is allocating $6 million to Halo AI, a platform designed to revolutionize brand-influencer campaigns through advanced AI. By automating up to 85% of manual tasks, Halo AI ensures efficient campaign execution and high engagement rates.
The remaining $3 million will support Eugenius, a storytelling platform led by Korean media expert Eugena Jung. Eugenius is creating Korean-style dramas inspired by Middle Eastern content, tapping into a growing appetite for cross-cultural narratives.
These investments are co-funded by the summit itself, which has committed an additional $4 million, making this initiative a significant boost for content-focused ventures in the region.
Focus on Emerging Creator Economy
Shorooq’s founder and CEO, Mahmoud Adi, sees immense potential in the creator economy, valued at $250 billion in 2024 and expected to double by 2027. According to Adi, the company is particularly interested in micro-influencers—those with 1,000 to 100,000 followers—who drive deeper audience engagement compared to their celebrity counterparts.
“Micro-influencers excel at influencing purchasing decisions,” Adi explains. “Their followers trust their opinions, making them key players in the creator economy.”
Shorooq is Investing in Inclusive Startups
Shorooq emphasizes inclusivity and efficiency as drivers of value creation. Ventures like Eugenius aim to connect diverse audiences while boosting purchasing power through shared cultural experiences.
“This is where we see the biggest profit potential—when inclusivity leads to efficiency, and efficiency fuels value creation,” Adi adds.
A Diverse and Expanding Portfolio
Shorooq, regulated by Abu Dhabi’s Financial Services Regulatory Authority, manages a portfolio with a gross equity value of $5 billion. With investments spanning 85 companies across 11 countries, the firm’s ventures generate more than $500 million in revenue.
Its portfolio includes high-impact startups like Pure Harvest (agritech), Tamara (buy-now-pay-later), TruKKer (logistics), Mozn (AI financial solutions), NymCard (digital payments), and Sarwa (wealth management).
Regional and global investors, including Abu Dhabi’s ADQ, Mubadala, and Saudi Arabia’s Public Investment Fund, back Shorooq’s mission to identify and scale transformative ventures.
Strengthening Asia-Middle East Investment Corridors
In December, Shorooq partnered with South Korea’s Hanwha Life to bridge investment opportunities between Asia and the Middle East. In effect, this partnership reflects Shorooq’s commitment to fostering collaboration across markets and industries.
