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Some products don't need a trend to drive them. Turkish delight has been traded across borders since the Ottoman Empire. Halwa has anchored celebrations from the Gulf to the subcontinent for generations. Mithai is woven into every major milestone across South Asia and its diaspora. Date confections are the language of hospitality across the entire Arab world. These are not categories looking for a market; they are categories that are the market.
ISM Middle East brings the world's finest producers of heritage sweets to Dubai and connects them directly with the buyers who supply the region's most important and fastest-growing consumer markets.
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