The Youth Corner is a pioneering initiative that provides Emirati youth with an innovative retail platform inside the ADNOC Oasis convenience store network across the UAE, offering young entrepreneurs running small and medium-sized enterprises (SMEs) a real opportunity to access wider markets and a real-life sales experience in a dynamic commercial environment.
Launched through a collaboration between ADNOC Distribution and the Federal Youth Authority (FYA), the initiative aims to support youth-led Emirati SMEs, offering complimentary display spaces for their products – particularly locally produced food and beverage items that carry the ‘Done by Youth’ mark.
The Youth Corner provides an ideal opportunity for Emirati entrepreneurs aged 18 to 35 to showcase their products in prime retail locations that enjoy high daily footfall. This exposure helps strengthen young entrepreneurs’ commercial presence, test consumer response, and support emerging Emirati brands in their early stages.
The Federal Youth Authority compiles lists of eligible projects that have obtained the ‘Done by Youth’ mark and provides ADNOC Distribution with the information needed to ensure an organised and transparent selection process for participants.
For its part, ADNOC Distribution supports the initiative by providing the display spaces and required infrastructure, in addition to promoting the products through its media platforms and marketing channels.
The initiative forms part of a three-month pilot programme, during which a curated selection of Emirati brands is showcased in ADNOC Oasis stores at specific locations, with the aim of assessing the experience and exploring opportunities to scale it up to include a wider range of retail outlets in the future.
A practical step towards youth empowerment
The Youth Corner is a practical step in the coordinated effort to support and empower Emirati youth, enhance their presence in the entrepreneurship ecosystem, and reinforce their contribution in driving the national economy towards greater growth and innovation.
The initiative complements the objectives of the National In-Country Value (ICV) Programme, which seeks to support local production and strengthen national content by enabling Emirati enterprises to make greater contributions to the economy, encouraging local industries, and creating a commercial environment that supports sustainable growth.
The Youth Corner initiative was launched in 2024 as part of the ‘Make it in the Emirates’ exhibition. During the event, ADNOC Distribution inaugurated the first pop-up ADNOC Oasis store dedicated to showcasing products manufactured 100% in the UAE. The initiative was launched in collaboration with the FYA to highlight local brands and young Emirati entrepreneurs in the food and beverage sector, offering them 12 dedicated display corners in various ADNOC Oasis stores.
The Federal Youth Authority invites all young Emirati entrepreneurs to register for the ‘Done by Youth’ Obtaining this mark enables them to participate in the Youth Corner and various other initiatives that support emerging national projects, which, in turn, helps grow their business, unlocks new opportunities to develop their ventures, and strengthens their presence in the local market.
