Different Images from the “Mihan” Brand Advertisement in the United Arab Emirates Become Controversial

The Mihan UAE campaign has attracted attention precisely because the localization is visually noticeable.

For Iranian consumers familiar with the domestic market, the UAE campaign can appear strikingly different. For consumers in the UAE, however, the campaign may simply represent a conventional commercial approach adapted to the local market.

Cultural Differences in Advertising Between Iran and the UAE

Iran and the UAE have different regulatory and commercial environments, and advertising practices reflect those differences.

Iran has specific rules governing advertising and public presentation. The UAE, meanwhile, has its own laws and regulatory standards, but its commercial environment is highly international and includes brands targeting consumers from many different cultural backgrounds.

Dubai, in particular, is one of the region’s major commercial and advertising centers. International fashion, food, technology, automotive and lifestyle brands regularly develop campaigns for audiences living in the emirate.

An Iranian company entering this environment may therefore adjust its advertising strategy to compete with international brands.

The Mihan images have brought this difference into public discussion because they show how the same brand identity can appear different depending on the country in which it is being promoted.

Mihan Brand and International Marketing

Mihan is widely known in Iran as a major food and dairy brand. Its products have a strong presence in the Iranian consumer market, and the company has developed a recognizable visual identity through its domestic advertising.

Expanding or marketing internationally creates a different challenge.

A brand that is highly familiar in Iran cannot automatically assume that consumers in another country have the same level of awareness. International campaigns may therefore need to communicate the brand’s identity in a way that is immediately understandable to a broader audience.

This can include adapting imagery, models, packaging and advertising messages.

The UAE is also a particularly competitive consumer market. Iranian brands operating there encounter products from companies across the Middle East, Europe, Asia and North America.

As a result, international advertising may need to appear more aligned with the expectations of the local commercial environment.

The Mihan UAE photographs can be viewed in this broader context.

August 23, 2026 | 5:41 pm