Written by JJ JJ
Updated on January 28, 2026 2 -minute read

aldar brings the emirati tradition of hag al laila to life across its malls this january

The account reinforces QComms’ position within the luxury communications space, where the agency works across premium hospitality, travel, lifestyle and consumer brands.

Aldar is set to bring the cherished Emirati tradition of Hag Al Laila to life on Friday, 30 January 2026, with  free community engagement activities taking place across Yas Mall, Al Jimi Mall, and Al Hamra Mall. Open to children aged 4 to 12, the experience welcomes families to take part in a cultural tradition that has long been part of growing up in the UAE.

Traditionally marked by children dressing in festive attire and collecting sweet treats, Hag Al Laila is a simple ritual many remember from their own childhood. This year, the tradition is reflected through a guided mall experience designed to introduce younger generations to the custom in a way that feels familiar and easy to follow.

Across all three malls, participating children will receive a Hag Al Laila starter pack containing a riddle guide, leading them on a trail across participating retailers to collect sweet treats along the way. To take part, all children must be registered for the activity, including walk-in participants.

At Yas Mall, the Hag Al Laila experience will take place from 12 PM onwards, with children beginning their journey at Air Maniax, ground floor. At Al Jimi Mall, families can take part from 12 PM, with the activity starting at Air Maniax, first floor  While at Al Hamra Mall, the experience will run from 12 PM, beginning at Fun City, first floor.

To ensure a safe and enjoyable experience, children must be accompanied by a parent or legal guardian at all times while taking part in the activity.

For media enquiries, please contact:
Yosr Hassan
E: yosr.h@qcomms.ae
M:+971 52 241 5790

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About QComms:

QComms is an award-winning PR and digital agency founded in 2010 by Elsa Roodt and Katie Harvey. Named among the top 10 agencies in the GCC, QComms has a 40-strong team across offices in Dubai, Abu Dhabi, Sharjah and Manchester, with in-market support in Riyadh, Egypt and Jordan. The agency provides PR, creative content, and social media services to a diverse portfolio of lifestyle and corporate clients across multiple sectors, developing innovative, data-driven strategies that help brands launch, grow, and achieve their communication goals.

Our services include:

Public Relations | ⁠Communications | Marketing | Social Media Management | Influencer & Celebrity Endorsement | ⁠Paid Media & Performance Marketing | ⁠Photo & Video Studio | ⁠Market Research Room | ⁠Podcast Studio

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