Dubai, United Arab Emirates – Latin America takes a significant step forward in its international positioning with the arrival of consumer products from the region in over 30 retail locations across the UAE, including 20 Zoom convenience stores located at ENOC service stations—one of the country’s most prominent networks.
This achievement is the result of the Zoom Discovery Latin America initiative, led by the LatinoAmerica Business Center (LABC), which aims to showcase the richness, authenticity, and diversity of Latin American products in one of the most competitive markets in the world.
The shelves are now stocked with the first 10 pallets of products shipped directly from Colombia, the country inaugurating this discovery cycle. Each month, a new Latin American country will take the spotlight, with Mexico, Peru, Costa Rica, and Argentina already confirmed. The goal by the end of 2025 is ambitious: to reach 50 Zoom stores with a strong presence of products from the region.
The presence in Zoom stores is no coincidence. The chain has developed a clear product curation strategy tailored to its network, aiming to offer unique experiences to consumers. Over more than two years of collaboration with LABC, the Zoom team explored and evaluated multiple proposals until identifying the untapped potential of Latin America. For the first time, they saw in the region a source that is authentic, diverse, and previously unexplored by the Emirati retail sector.
“Since we opened our office in the UAE over three years ago, we’ve had one main goal: to give visibility to the region,” said Juliana Cabrejo Porras, co-founder and CEO of the Latin America Business Center. “Today, we’re seeing that vision come to life with tangible results and growing receptivity to Latin American offerings in high-impact distribution channels.”
This milestone represents more than just a commercial success—it is also a call to action. Actively supporting the consumption of these products is key to generating sales turnover, encouraging repeat purchases, and strengthening Latin America’s value chain abroad.
LABC expects that, within the next six months, following the success of this collaboration with Zoom, other players in the UAE retail ecosystem will recognize the value of this new offering and begin incorporating Latin American products into their own retail chains and distribution platforms.
The partnership between LABC, ENOC, and Zoom not only opens doors—it builds a lasting, authentic, and strategic trade bridge between Latin America and the Middle East. The region is now on the shelf. The challenge—and the opportunity—is to ensure it stays there.
About the LatinoAmerica Business Center (LABC)
Beyond promoting consumer goods, LABC develops international expansion strategies for Latin American brands in fashion and technology:
- Fashion: In partnership with Manly Week, LABC has elevated the visibility of designers and emerging brands through showcases in high-profile venues such as the Dubai International Financial Centre (DIFC). It also coordinates visits from Middle Eastern buyers to Colombiamoda, facilitating strategic alliances with boutiques, concept stores, and department stores in the region.
- Technology: LABC has enabled the participation of over 50 startups and tech companies from Latin America in events like AI Week, and is planning an unprecedented presence at Expand North Star in Dubai this year, connecting Latin innovators with VCs, accelerators, and global corporations seeking cutting-edge solutions.
LABC continues to open new pathways for Latin America to be seen, valued, and consumed globally — from retail to fashion, and from innovation to investment.
