Happy Saturday!

Sharjah Entrepreneurship Festival 2025 has entered day 2 today and Smashi Business will be at the SRTI Park, Sharjah, again to give you all the updates.

For our main stories for today:

Brooki Bakehouse founder Brooke Bellamy tells Smashi Business about plans to expand into the UAE through franchising. DeepSeek’s CEO Liang Wenfeng was mistakenly identified in a widely shared photo, prompting a fact-check on the real founder behind the AI firm. Meanwhile, WhatsApp has accused Israeli spyware firm Paragon Solutions of hacking nearly 90 users across two dozen countries using a stealthy zero-click exploit.

But before that: You can join our Whatsapp channel too to receive updates from the business world.

EXCLUSIVE: Brooki Bakehouse Eyes UAE Expansion Following Pop-Up Success; Brooki Tells Smashi Business

📰 What is it about?

• Brooki Bakehouse, founded by Australian baker and TikTok star Brooke Bellamy, is planning to open a permanent location in the UAE.

• In December 2024, the brand operated a pop-up at Abu Dhabi’s Mother of the Nation Festival, attracting strong demand.

• Bellamy revealed to Smashi Business at the Sharjah Entrepreneurship Festival 2025 that Brooki Bakehouse is in talks for franchising in the UAE.

💡 Why it matters?

• Brooki Bakehouse’s cookies have gained a strong following, making it a sought-after brand in the UAE’s booming dessert scene.

• The UAE's F&B sector continues to attract international brands, highlighting the region’s growing demand for premium baked goods.

• Bellamy’s social media influence could give Brooki Bakehouse a strong digital marketing edge in the Middle East.

🔜 What’s next?

• A Brooki Bakehouse outlet in the UAE is expected to open soon, likely in 2025, based on Bellamy’s statements.

• The brand is exploring franchise opportunities, which could lead to multiple locations across the country.

• More pop-ups or collaborations may happen before the official launch to build anticipation.

Sharjah Entrepreneurship Festival 2025 Day 2 is Here!

The Sharjah Entrepreneurship Festival (SEF) 2025 is entering day 2 today at the SRTI Park, Sharjah. Organized by the Sharjah Entrepreneurship Center (Sheraa), the event aims to unite visionaries, investors, and innovators for two days of collaboration and inspiration.

SEF 2025 is featuring over 150 startup pods in its Startup Town Zone, powered by du, providing a dynamic environment for emerging enterprises. Attendees can anticipate keynote speeches, workshops, and various activities designed to foster entrepreneurship.

The festival also emphasizes sustainability and wellness, offering zones dedicated to holistic well-being and responsible business practices.

With an expected attendance of around 12,000 participants, SEF 2025 continues to be a significant platform for entrepreneurial growth and networking in the UAE.

Smashi Business will be at the event to keep you updated on everything through our on-site coverage. Follow us here…

Markets

Fact Check: DeepSeek CEO Liang Wenfeng Misidentified in Viral Photo

📰 What is it about?

• A widely shared social media post misidentified a man in a blue suit as Liang Wenfeng, the founder of DeepSeek AI.

• The actual person in the image is Liang Wenfeng, the brand operations director of Bardiss, a building materials company.

• The error spread across multiple news outlets, adding to the confusion.

💡 Why it matters?

• DeepSeek AI has recently gained global attention, making its founder a subject of curiosity.

• Misinformation can mislead the public and media, affecting credibility and the accuracy of reporting.

• Public figures in AI and tech are increasingly scrutinized, making fact-checking crucial in an era of viral content.

🔜 What’s next?

• Reuters Fact Check confirms the photo is miscaptioned, urging news outlets to correct the mistake.

• Neither DeepSeek nor Bardiss has issued a statement yet, but corrections are expected.

• Expect further verification of DeepSeek’s leadership and activities as the company remains in the global spotlight.

WhatsApp Accuses Israeli Spyware Firm Paragon of Targeting Users

What is happening?

• WhatsApp detected a cyberattack targeting around 90 users across two dozen countries using Paragon Solutions' spyware.

• The attack used a zero-click hack, meaning victims' devices were compromised without any action on their part.

• WhatsApp sent Paragon a cease-and-desist letter and referred affected users to Citizen Lab, an internet watchdog.

Why it matters:

• Spyware attacks have repeatedly targeted journalists, activists, and opposition figures, raising global surveillance concerns.

• Paragon markets itself as an “ethical” spyware provider, yet this incident questions its claims of responsible usage.

• Government-backed surveillance tools continue to be misused, fueling debate over regulation and accountability.

What’s next?

• WhatsApp has disrupted the attack but hasn’t revealed how it linked the hack to Paragon.

• Law enforcement agencies have been alerted, but details remain undisclosed.

• AE Industrial Partners, which recently acquired Paragon, has yet to comment, and further scrutiny of the spyware industry is expected.

🔍In other news…

1. Saudi fintech Lendo secures $690M to fuel SME growth!

2. Neymar’s Al Hilal exit — one of the most expensive flops in football history!

3. Abu Dhabi’s The National has laid off 28 journalists, according to Semafor.

The Latest from the Smashi Business Studio

👋 Hello, That’s Me - Your Content Buddy

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Here’s to a productive week ahead! 💪

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