March 24, 2025. Dubai, UAE: Dubai has a new food challenge pitting residents and tourists against some of the region’s biggest, spiciest dishes. Pepsi and Global Village, the region’s premier multicultural family destination for entertainment, dining, shopping and attractions, have teamed up to create a culinary adventure where participants are tasked with discovering cool new food spots across the leading Dubai’s destination, featuring 250 plus dining options and 30 pavilions that represent 90 cultures from across the world.
#BetterWithPepsi is a global campaign celebrating the brand’s role as the ultimate flavor companion. In Dubai, this will run until April 14, participants can pick up a Pepsi Fizz Guide and collect stamps as they sample dishes from around the world. The first three to complete the guide will win a cash prize, while others can earn limited-edition Pepsi merchandise by tasting one dish from every cuisine.
More than just a competition, this collaboration is a celebration of culture, food, and the connections that bring people together. For decades, Pepsi has been at the heart of shared experiences across the region, and this challenge is another way to continue that legacy – one meal at a time with a Pepsi Zero Extra Fizz.
Mohamed Shelbaya, SVP & CEO PepsiCo Middle East & North Africa Beverage, said: “Dubai is one of the most culturally diverse cities in the world, and through this experience, we are inviting people to discover cultures and cuisines from every corner of the world, made even better with Pepsi. This partnership with Global Village offers a huge range of family-friendly activations and games waiting to be discovered.”
Ahmed Al-Serkal, Chairman of Dubai Refreshment Company, PJSC said: “We’re proud to bring this exciting activation to Global Village, a place loved by the community. Ramadan is a time for coming together, and what better way to do that than through food, fun, family and a little friendly games competition? The partnership among Dubai Refreshment, Pepsi and Global Village means we can create memorable experiences for families and friends to enjoy during this special time of the year.”
How it works
Head to the Pepsi booth, located at the heart of Global Village between the Main Stage and the scenic Dragon Lake, then scan your Pepsi bottle to unlock your Pep Pass. Once completed, head out around Global Village to find each of the food challenges. You can explore a variety of exceptional dining options across Global Village during the challenge. Try koshary, spicy dishes or even a delightful dessert, and collect your stamps.
As well as taking on the challenge, individuals and families can enjoy their meals in comfy seating and soak up the fun across Global Village. There’s also a focus on sustainability, with a recycle-to-win competition where guests can recycle their Pepsi bottle for a chance to win rewards, including free gifts, customized merch, or a free Pepsi Zero Extra Fizz.
PepsiCo, the maker of Pepsi, has been a part of life in the Middle East for over 70 years—bringing people together over shared moments of joy. A cold Pepsi on a scorching day, a bag of Lay’s passed among friends, a bowl of Quaker Oats at Suhoor.
These aren’t just snacks; they’re little rituals that memories are made of. And now, with this Global Village collaboration, it’s all about the same thing – good food, great company, and that buzzing Dubai energy.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, and Quaker. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.middleeast.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCoMiddleEast
About Better with Pepsi
Pepsi has launched its new global campaign, Better with Pepsi, celebrating the brand’s role as the ultimate flavor companion. Built on the idea that Pepsi makes every bite better, the campaign highlights how the crisp, refreshing taste of Pepsi enhances any meal—whether it’s street food, home cooking, or viral food trends. Better with Pepsi invites fans to enjoy every bite and let Pepsi bring the whole meal together.
About Global Village:
Global Village is the region’s premier multicultural family destination for entertainment, dining, shopping and attractions.
The destination boasts a growing popularity and a profound connection with the guests, solidifying its position as the region’s number one (#1) entertainment and cultural hub. Since opening its gates in 1997, Global Village has welcomed over 100 million guests, with last Season 28 achieving a new proven record of a crowd footfall of 10 million.
Building on this success, Global Village Season 29 is set to offer a spectacular experience. This season, the destination is hosting 30 pavilions representing over 90 cultures, with more than 3,500 shopping outlets and over 250 dining options. The park is home to 400+ world-class performers featured in 40,000 shows. Guests can also enjoy over 200 rides and games at Carnaval, making Global Village home to the largest and most diverse range of events, shows, shopping and dining experiences.
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