Singapore – 2 July 2026: VIRTUE Asia is accelerating its international growth by expanding beyond Asia with the launch of VIRTUE Arabia, marking the next step in exporting its culture-led, entertainment-first model and creating an APAC and Middle East creative network.
The move sees VIRTUE Asia assume ownership of VIRTUE’s existing Middle East operation, building on its foundations to establish a next-generation agency designed for the evolving needs of brands and consumers across the region.
The launch marks the first international expansion for Singapore-headquartered VIRTUE Asia and its subsidiary VIRTUE India, both of which became independent of VICE Media Group just 18 months ago under the leadership of chief executive Lesley John.
Together, the business now spans Asia, India and the Middle East, creating a regional network across some of the world’s fastest-growing consumer and cultural markets, while continuing to collaborate with the VIRTUE Worldwide network on proprietary research and global clients where relevant.
John, CEO of VIRTUE Asia, India and Arabia, said: “Since becoming independent, we’ve been focused on building a company designed for where culture and marketing are heading. The Middle East is one of the world’s most exciting growth regions and a natural next step in that journey. It represents one of the most dynamic and youthful consumer regions globally, with strong investment in entertainment and transformation.
“What makes this expansion particularly powerful is that in less than two years we’ve evolved from a management-led independent agency to a truly connected APAC and Middle East creative network. Rather than following a traditional west-to-east agency expansion model, we’re building an east-to-east corridor, uniting regions that are digitally native and increasingly influential in shaping global culture, which creates new opportunities for our clients, partners and people.”
Originally launched in 2020 as part of the VIRTUE Worldwide network from the VICE Media Group, the Middle East business now enters a new independent phase under VIRTUE Asia. The expansion comes at a time when demand across both Asia and the Middle East is shifting towards culturally fluent, entertainment-led work that moves beyond traditional campaign models.
Positioned to respond to this shift, VIRTUE Arabia is built around an entertainment-first approach, spanning film and television, live experiences, music and gaming. It will tap into high-growth sectors including entertainment, tourism, technology, luxury and sport, alongside significant government-led transformation initiatives shaping the region.
Headquartered in Dubai, the agency will be led regionally by Tarek Khalil, the former managing director of VICE’s Middle East business, with the existing VIRTUE team and a portfolio spanning government, culture, tourism and private sector clients transitioning across to VIRTUE Arabia.
John added: “We see significant opportunities for a modern independent model in markets that have historically been dominated by traditional agency networks and holding companies.”
Khalil said: “Brands are looking to move beyond campaigns and into more culturally grounded work built around real engagement and long term relevance. VIRTUE Arabia gives us the flexibility to build a more entrepreneurial model for the region, shaped around entertainment, storytelling and audience participation. It is exciting to combine deep local understanding with broader collaboration across Asia at a time when audiences, creators and culture are becoming increasingly connected.”
As part of this expanded offering, VIRTUE Asia is bringing V47 Entertainment to the Middle East, the branded entertainment studio launched earlier this year in partnership with Goldfinch International. V47 is designed to help brands develop and scale cultural IP across formats, from films and series to creator-led content and digital platforms, to drive deeper and more sustained audience engagement.
