Nation's Destination: 'Thirty Al-Fawzan' and the Power of Kuwait's Soft Power

The “Thirty Challenge,” launched by Kuwaiti youth assistant Al-Fawzan, transcends its core concept of events and competitions characterized by a spirit of challenge, competition, and enthusiasm, by presenting a model of what Kuwaiti youth can offer in terms of ideas and initiatives that could evolve into sustained institutional entities, provided they receive not only financial support but also moral and logistical backing.

Last Friday-Saturday night, the “Thirty Challenge” platform attracted millions of Arab viewers outside the competition hall across various social media platforms during its final round, which was won by Kuwaiti contestant Abdulrahman Al-Shatti after a thrilling competition with Jordanian contestant Ahmed Khader. This turnout underscores the potential of Kuwaiti youth entrepreneurs, many of whom operate under the most difficult conditions and with minimal resources.

Viewed from a deeper perspective than merely a sports or entertainment competition, the “Thirty Challenge” represents a facet of small projects and creative ideas that can transform not only into profit but also into an effective tool reflecting a dimension of Kuwait’s soft power abroad, engaging millions of younger youth demographics in an era where soft power serves as a highly significant media arm, extending beyond the effects of rigid and monotonous official media.

What we need, through the “Thirty Challenge” model, is professional management to sponsor and develop small projects, providing various necessities to transform youth ideas into models of local and international success. The widely spread regional “Talabat” platform, owned by a global company and currently listed on the Dubai Financial Market, originated as a Kuwaiti youth idea that evolved from a small project into a giant entity valued at hundreds of millions of dinars, not dollars. Yet it remains an exception in a difficult and deterrent business environment, as reflected by the reality of the National Fund for Small and Medium Enterprises, which has not financed a single new project in approximately six years.

Here, it is essential to emphasize that sponsorship and support are not limited solely to the government’s role, despite its importance, but also extend to the private sector through investment, not just corporate social responsibility.

I am not here to promote or advertise Al-Fawzan’s program; however, it is crucial to understand that Al-Fawzan, along with thousands of Kuwaiti youth, desire to present projects that represent success stories for them and reflect a dimension of Kuwait’s soft power, provided the capability or suitable environment for success is available.