Sheikha Al-Zain Al-Sabah, Chairperson and CEO of the National Creative Industries Group, was the first Undersecretary of Kuwait’s Ministry of State for Youth Affairs. Previously, she worked at ABC News with Peter Jennings in New York and produced and directed several political talk shows for Kuwait TV.

Oud.com spoke to Sheikha Al-Zain about the future of the creative industry in Kuwait, her aspirations for Kuwait to support and invest in youth, empower women, and how to face upcoming challenges.

Currently, you are the Chairperson and CEO of the National Creative Industries Group S.A.K. (Closed), an organization based in Kuwait that helps incubate and expand the arts and creative industries in the MENA region. How do you see the future of the creative industry in Kuwait? What are the shifts you see in the demand for media production services?

The creative industry in Kuwait, which includes 11 sectors, is the result of decades of inspiration, dedication, and resilience. It employs around 35,000 individuals and generates hundreds of millions of Kuwaiti Dinars in production and added value products. It is one of the largest non-oil sectors in Kuwait, accounting for 24% of the value of the non-oil manufacturing sector and 72% of the business services sector. This was according to a recent study commissioned by the Kuwait National Fund for Small and Medium Enterprise Development and conducted by Lattanzio.

Unfortunately, the creative industry in Kuwait is also one of the least supported and most neglected industries in the country; a shocking fact considering the tremendous impact the creative community could have on Kuwait’s aspirations to position itself as a global financial hub.

The creative industries, represented by all their sectors, provide significant sources of knowledge, jobs, and economic prosperity worldwide, offering possibilities to change the economic and social rules of the countries that choose to embrace them. But to enable these possibilities and further promote development, countries like Kuwait must reconsider their current "business as usual" systems to build more sophisticated and advanced systems. We need to take a closer look at the country’s legislative framework, administrative infrastructure, educational policies, and business environment, especially concerning small and medium enterprises. In parallel, it is necessary to overcome inertia, regain momentum, and start a collaborative effort, organized by society, alongside the public, private, and civil sectors, to re-establish Kuwait as a regional hub for culture and creativity.

To do so effectively, and to regain our entrepreneurial spirit in the process, we must bridge the gap between the past and the present, respect the expertise of the past, leverage its lessons, and honor the achievements gained, thanks to the vibrant creative community that preceded us. We must also be ready to pass the torch to the Kuwaiti youth community, which thrives at its core with creativity. Young creatives have proven themselves to be the new connectors, catalysts, and pioneers of this industry. In their capable hands, I see the future of our country’s creative industries flourishing significantly and seamlessly aligning with the growing demands of global markets, where multi-platform digital content takes the lead, and creativity is valued above all else.

Early in your career, you worked in the United States at ABC World News Tonight with one of American television’s most prominent journalists, Peter Jennings. Tell us about this remarkable opportunity and what you learned from it.

I had just finished my senior year at Boston University, where I earned a bachelor’s degree in journalism when one of my professors, Leta Luchetti, called me about an internship opportunity at ABC News in New York City. A great teacher, I trusted her advice and applied for the position. A few weeks later, I was invited for an interview with the network. It was one of the most nerve-wracking experiences of my career, as the group of other applicants spilled into the hall and up the stairwell. But I was there. I used the time to study the other people around me and noticed they were all of a certain age, much older than I was at the time, and they all seemed to be American. Initially, this made me nervous, as I appeared to be the only foreign applicant there and much younger than the rest. Instead of retreating, I decided to use what I thought might be my weaknesses and turn them into opportunities. I embraced the fact that I was from outside the United States, and I told the interviewer at that time, who is today one of my dear friends and a leading anchor at CNN, that their international desk lacked an international perspective, especially when it came to Middle Eastern issues, and that I was the person who could help bridge the gap between their reporters in the MENA region and the United Nations. Twenty-four hours later, I was hired to join the ABC World News Tonight team, initially as an intern and later as an associate producer, working directly with the late Peter Jennings. Under Peter’s mentorship, I learned that it always starts with the story, deadlines are binding, and professional relationships are invaluable.

You previously served as Undersecretary of the Ministry of State for Youth Affairs for six years, and under your leadership, Kuwait was named the Arab Youth Capital in 2017, and the country also saw the drafting of its first national youth policy. Tell us about the challenges you faced during that period.

Since 72% of Kuwait’s population is under the age of 34, I often refer to the Ministry of State for Youth Affairs as the "Ministry of Kuwait." It was my pleasure to serve this community, and it is the greatest honor of my professional life.

Today, although I hold a different role, I still strive to enhance, integrate, and engage Kuwaiti youth in the country’s decision-making apparatus. The challenges I faced during my time in office were mostly centered around the need to reform our systems and build more non-sectarian, non-tribal, and non-partisan organizations that become transparent, neutral, and dynamic, where merit is valued above all, and innovative and creative youth are given the opportunity to engage directly with the country’s administrative apparatus.

However, I am optimistic that with the proper implementation of the national youth policy under the MYA program, our youth community will build the necessary bridges to effectively align with key stakeholders in the public sector in an attempt to change the anti-development laws and complex work regulations, and reverse administrative models. Additionally, there are key demands such as capacity building, educational reform, and knowledge transfer, all of which require multi-sectoral and comprehensive interventions that must start from home, involve the youth themselves, and culminate in the restructuring of the country’s multifaceted organizations. This will, in turn, allow for the embracement of empowered youth and give creative and innovative Kuwaiti young men and women the opportunity to develop a "New Kuwait" that we can all be proud of.

What aspects of your previous role as Undersecretary of the Ministry of State for Youth Affairs excite you the most?

I was delighted and honored to work with a team that tirelessly sought to serve the youth community and elevate the level of official administrative services. Their dedication to uplifting, no matter the challenges, and inventing new ways to build dreams, despite the odds, greatly inspired me. Besides, I had the honor of discovering and working alongside the Kuwaiti youth community. Extraordinary young men and women are redefining and reshaping the face of our nation. It is their spirit that still lives within me and drives me today.

You majored in journalism and graduated from Boston University, then earned a master’s degree in film and television production and direction from the University of Southern California, later participating in producing award-winning documentary and feature films. Do you believe the creative element of these experiences has helped in your role as Undersecretary of the Ministry of State for Youth Affairs? If so, how?

Absolutely, I always say that managing any institution, whether a government organization or otherwise, requires an incredible amount of creative thinking, talent discovery, resource allocation, and strategic planning; all things I learned as a producer.

What are the biggest challenges you see facing youth in Kuwait specifically and the Middle East region as a whole over the next two to three years?

The economic challenge facing the youth in the region is the most significant and has been for a long time, unfortunately. In a region where nearly 65% of the population is under 30, prosperity and stability depend entirely on the opportunities available to this generation.

Kuwaiti youth, in particular, face many of the same challenges as their Arab peers. We live in a region with contradictory systems, one that promotes a dynamic private sector, empowers national youth, enhances digital and knowledge infrastructure, and facilitates an open economy, while the other favors a bloated public sector and a controlled closed economy.

In Kuwait, where youth constitute 72% of the total population, I believe society faces a mixed reality where tradition and reform lie at competing ends. Consequently, our entrepreneurial culture struggles with slow bureaucracy, where modernity and fresh blood are often challenged and rejected in their development, despite the fact that we face rising youth unemployment numbers.

At a time when state-provided employment is no longer a viable option, the employment, education, and housing crisis exacerbates the challenges facing our youth today. In short, our country currently lacks the administrative structures, legislative cover, and knowledge-based tools necessary to create alternative and sustainable social and economic opportunities to enrich a globally forward-looking economy.

To join the most advanced nations, Kuwait’s education system must be entirely reformed. We must invest in innovation, creativity, and human capital. They are our new oil. Now more than ever, there is a need to build and activate a strategy that elevates youth development across all sectors and disciplines.

It is worth noting that when the Ministry of State for Youth Affairs drafted the country’s first national youth policy, after months of intensive research and collaborations, the Ministry identified key demands and needs, such as increasing the role of the private sector, SMEs, entrepreneurship, volunteering, and sports, as fundamental aspects of the upcoming policy. This includes shifting our focus from quantity to quality and building a more sustainable, comprehensive educational system that promotes creative thinking and innovation. We must also foster a culture that empowers young women and supports women in leadership roles, enhancing their potential to contribute to the country's economic and social growth.

How can youth best support and work towards Kuwait’s goals for Vision 2035?

To fully support and align with the Vision 2035 goals, young Kuwaitis must embrace change, champion innovation, and actively participate in nation-building initiatives. Youth must seek knowledge, strive for excellence, and become catalysts for positive transformation. By fostering a culture of entrepreneurship, developing leadership skills, and engaging in civic activities, they can drive sustainable development and contribute to the creation of a diversified, knowledge-based economy. Moreover, collaboration with government entities, private sector organizations, and civil society will be crucial in ensuring the successful realization of Vision 2035, ultimately positioning Kuwait as a regional and global leader in innovation, creativity, and human capital development.

What advice do you wish you had received at the beginning of your career?

Align your goals with your personality and never fear failure.

What are the critical factors for your success in advancing your career as a woman?

Credibility, transparency, and personal accountability have always been my guiding stars. They have allowed me to navigate without hesitation and have become my compass, in my private ventures and later in government. I consider these factors when selecting team members at all stages of my life, as they are important indicators of a person's character and professionalism regardless of their gender.

How have you empowered the women who have worked with you?

The women I have had the pleasure of working with have been examples of strength and perseverance. In fact, I have drawn much of my strength from them. This underscores the fact that when women align, they become a formidable force. That being said, I often remind myself and all my female colleagues that our source of wounds is also our source of strength. We should never be ashamed of that.

What drives you every day?

While passion, inspiration, and emotion drive me, faith, planning, and sometimes frustration keep me on track.

Describe a typical day in the life of Sheikha Al-Zain.

A typical day for me starts with waking up early, praying, meditating, and exercising, followed by time spent in the studio or office, answering emails, attending meetings, or preparing for production. I try to return home for lunch with my family, then workshops and (virtual) seminars begin, followed by the opening of American and European markets. The day usually ends with dinner and quality time with the family.

What is the number one travel destination you wish to visit?

Burma. My mother went with my brother two years ago. I always regretted not being able to join them.

If you could do anything else for work, what would it be and why?

My late father, Sheikh Sabah Al-Nasser Al-Saud Al-Sabah, was an architect, a creative artist, and an innovative inventor. His works were always advanced and unexpected. Although I wanted to follow in his architectural footsteps, I believe the same elements of disruption and creativity occur in the professional spaces I occupy today.

How would you describe your personal style?

Modern with classic colors. Also, good design is essential, like comfortable jeans.

Who are your favorite fashion designers internationally and in the MENA region?

Internationally, I tend to gravitate towards Akris, Gabriela Hearst, and The Row. For the weekend, I love James Perse and The Great. Regionally, I prefer the beautiful caftans designed by my cousin, Sheikha Suad Al-Jaber Al-Sabah. I am also an admirer of the work of Faiza Bouguessa, based in Dubai.

What are the most cherished items in your wardrobe and why?

One of my late father's old dishdashas, an amazing leather jacket from my ultra-stylish mother, and a custom-made jacket I stole from my husband! They all give me a sense of warmth, love, and reassurance.