Julia E, an 18-year-old influencer from Germany, was hanging out with her family on the Palm Jumeirah beach when she heard a blast and saw a fireball erupt into the sky. She knew tension was mounting following the U.S.-Israeli attack on Iran the previous day, but she didn’t imagine Dubai would be on the frontline. “I was a little scared,” she says. “Usually you just read about it in the newspapers, you see it online, but when you see it in front of you, it’s a different feeling — like your heart just drops.”

The fear was not an emotion she expressed on Instagram. Julia’s family moved to Dubai from Germany in 2024, tempted by the business potential of an emirate that aggressively marketed itself as the influencer capital of the world — a digital utopia carved out of the desert, with its gleaming skyscrapers and Insta-ready waterfronts. Dubai’s state-backed Creator HQ offers content creators long-term residencies, legal support, networking opportunities, training and an environment geared towards digital entrepreneurship. Influencers need a permit to legally operate in Dubai but taxes are negligible — 5% VAT on taxable income from clients in the UAE over AED 375,000 (about $102,000), and a flat 9% corporate tax on income exceeding AED 1,000,000 (about $272,000). It has attracted over 50,000 content creators to Dubai, which has a population of about 4 million.

With 60,000 followers on TikTok and Instagram, Julia is looking to build her own marketing company in Dubai. In an effort, she says, to comfort her younger brother, she recorded a video shortly after witnessing the explosion. It showed Julia, a palm tree and the glittering night skyline behind her, with the caption: “You live in Dubai, aren’t you scared?” The video cuts to a montage of Mohamed bin Zayed Al Nahyan and other Emirati sheikhs: “No, because I know who protects us.” The short video is set to an AI-generated rendition of the Belgian singer Stromae’s ‘Papaoutai’, a song that laments the loss of a father.

According to Julia, she was the first content creator to post an ‘Are you safe?’-style video, a now viral trend across the Gulf as influencers counter the narrative of a region in turmoil. 

“I decided to make that video,” she says, “because I did feel safe. And I wanted to spread some positivity and my perspective that we are still being protected and we still have someone behind us here.” As Iranian drones hit the Gulf, including luxury tourist hotels destinations like Fairmont, The Palm hotel and the Burj Al Arab hotel, there was a wave of schadenfreude online. Some users outside Dubai could not contain their glee that the city’s glossy surface, its influencer-curated image of sunkissed luxury, had been ripped apart. The distress of those who spend their working hours flaunting luxury and throwing shade at the cities they come from, were, it has to be admitted, amusing to many.

But Dubai’s influencers doubled down, as the war spiralled and airports shut down, stressing the city’s safety, walking around in crowded public spaces, praising “the best air defense systems” and the men behind it: a reaction so seemingly choreographed that people questioned whether it was part of a government PR campaign. 

On March 3, the UAE’s president and crown prince were conspicuously filmed on a stroll through a Dubai mall, reassuring bewildered shoppers. It was eerily reminiscent of Volodymyr Zelensky’s “The President is here” video from four years ago, when Russia invaded Ukraine. Vogue Arabia, headquartered in the UAE, praised Gulf leaders and wrote about the influencer campaigns and the people’s “unwavering faith in their nation’s leadership and its steadfast commitment to protecting those who call it home.” 

As inviting as Dubai is to influencers, they must acquire advertiser permits that can cost up to $4,000 and are told to respect the state and avoid circulating rumors and unverified information or any content that can harm the UAE’s foreign relations or “offend or compromise national unity or social cohesion.” In the wake of Iran’s strikes, the UAE’s Public Prosecution announced that "anyone who shares or republishes content from unknown sources may face legal accountability under the country’s applicable laws, even if they are not the original creator of the content.”

There is a sense of vulnerability among Dubai’s influencers, says Zoe Hurley, associate professor of media at the American University of Sharjah and author of the 2023 book ‘Social Media Influencing in the City of Likes: Dubai and the Postdigital Condition’. “They haven't necessarily been trained professionally. They don't have institutional guardrails protecting them, or any formal buffer zones that might have protected people who are putting themselves out there.” she said. Hurley made a distinction between “influencers who are here on holiday who don't live here and who are followed by, say, people in the UK” and homegrown ones, representing diasporas in Dubai — from South Asia, the Levant and Europe — “who people are turning to because they're the thought leaders in their communities.”

None of the influencers we contacted in Dubai or across the Gulf confirmed ever being prompted or paid to post positive content. The German NTV network, however, reported concerns voiced by German influencers: "I don't know what I'm allowed to say and what I'm not allowed to say," one posted, "We're not allowed to post anything!” said another. These stories and reels have since been deleted.

Julia made another video, responding to the accusations that influencers were essentially providing a PR service for Dubai. “I will tell you exactly how much I got paid,” she says. “Dubai pays me in business… in safety… in connections… with weather.” She adds that, unlike in Dubai, she would never venture outside alone in her native Germany after 8 at night.

This point about Dubai’s safety — leaving things in the car without being scared to be robbed, or walking alone at night — is echoed widely among European expatriates in the Emirates and Saudi Arabia who compare it to the relative anxiety they feel in Europe. Telegram’s CEO, Pavel Durov recently made the same point: “Unfortunately, I had to leave Dubai for Europe a week ago — so I’m not only missing the free fireworks from Iran, but also exposing myself to greater risk. Given Europe’s crime rates, Dubai is statistically safer even with missiles flying.” Elon Musk shared the sentiment, writing that “No country is perfect, but Dubai and UAE broadly are objectively safer and better run than many areas of Europe.” Notorius influencer and ‘manosphere’ icon, Andrew Tate, still facing human trafficking and rape charges in Romania, posted a video of himself dancing on a yacht “as bombs fall.” His brother Tristan Tate chimed in, comparing air attacks in Dubai to stabbings in London. 

What these influencers don’t discuss is Dubai’s underbelly, an invisible city occupied by an underpaid migrant workforce, their treatment explained away on the grounds that they make more money in Dubai than they would in the poor countries in South Asia and Africa that they come from. While the influencers enjoy government-sponsored benefits and status, these other migrant workers remain bound under the kafala (sponsorship) system that binds their residency status to their employer. Despite reforms, under the system their status remains uncertain, their earnings precarious, and imprisonment or fines for relatively minor offences is common. There are no golden visas for laborers and maids, never mind darker reports about human trafficking and sexual and physical abuse. 

London-based barrister Caoilfhionn Gallagher described the UAE’s exploitation of migrant workers as a “grubby reality, with rampant human rights abuses.” She said she had “acted for people prosecuted and jailed in the UAE for daring to work with human rights organisations or criticise the authorities,” referring to the mass trial in 2024, when 43 people, among them human rights activists, had been “subjected to enforced disappearance, solitary confinement and incommunicado detention.” 

The contrast between the city that influencers show their followers and the city built on the abuse of migrant labor is one that governments across the Gulf want to bury. The UAE’s 2031 vision sees creative industries contributing up to 5% of the country’s GDP. 

For decades now, the UAE has been trying to diversify its economy, to pivot away from its reliance on hydrocarbons. It is betting on the digital economy and tourism to be the cornerstones of economic growth. 

But for all the bravado on display, rich people and Western influencers are fleeing the Gulf, as war with Iran continues. Influencers unable or unwilling to leave, must keep grinding. Narcissus could not stop staring at his reflection even as he was dying. Will Dubai’s influencers be allowed to look away from their reflections in the city’s famous mirrored skyscrapers?

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When the United States and Israel started blitzing Iran last weekend, eyes turned to the Chagos Islands in the Indian Ocean. The British-administered archipelago is home to a strategically vital US air base on the island of Diego Garcia. Would US President Donald Trump be using it in his “Operation Epic Fury”?

It's fair to say Trump probably didn't give a damn about Misley Mandarin’s opinion. But the self-styled “interim first minister” of Chagos, who recently upped sticks from Britain in a “super, super secret” mission to take up residence on the long-deserted Peros Banhos atoll, gave Washington his official “blessing” anyway.

I spoke via WhatsApp to the 47-year-old Chagossian in his base camp: basically a few tents, with a solar generator and a Starlink satellite connection enabling him to beam reels to his 10,000 Facebook followers. He quit his job as a bus driver in London to come here, determined to halt Britain’s plan to hand over what he considers to be his land to Mauritius after a long-running decolonization battle.

“We’re British citizens here. We’re not moving,” he said.

Mandarin wants the land of his forebears to remain under the rule of Britain, the former colonial ruler that booted out about 1,500 native Chagossians, including his own father, to make room for the U.S. military base in the late 1960s. The removal consigned Chagossians to a miserable fate in newly independent Mauritius.

Now on home turf, Mandarin, his 72-year-old dad, and two other Chagossians have dodged immediate deportation: they’ve obtained an injunction from a British court allowing them to stay until a hearing on March 13. Since their arrival, two more Chagossians have joined them. “We can do self-determination right now. We don't want to cut any links with Britain. We're not looking for independence,” Mandarin says.

“The next generation will decide on independence.”

Marriage of convenience

Life on Île du Coin, the largest island on Peros Banhos, is simple. The daily routine revolves around catching fish and finding a supply of fresh water. The new residents collect overnight rainfall in tarpaulin sheets to drink. Bathing involves a dip in the sea to wash off dirt, followed by a splash of precious rainwater to rinse. 

Mandarin appears to be relishing the experience. Soon after his arrival, the former army cook, who has bags of swagger, posted a video of himself cooking up “naan fromaaz”, or cheese naan, in a skillet on a makeshift stove. “Pa bizin madam isi mwa!” he jokes. I don't need a wife here!

The Chagossians arrived on the island on 16 February, accompanied by former army officer Adam Holloway, a former Conservative MP who recently defected to the radical right Reform UK party.

Reform, which is surging in the polls, is leading opposition to a bilateral treaty that would see Britain cede sovereignty of Chagos to Mauritius, while paying an average of £101-million ($135-million) per year to maintain a lease on Diego Garcia over the coming century. Negotiations began after the International Court of Justice ruled in 2019 that Britain should transfer sovereignty of Chagos to Mauritius “as rapidly as possible.”

The sleek yacht that brought the group on the five-day journey from Sri Lanka and travels back and forth with supplies was paid for by British-Thai businessman Christopher Harborne, a mega-donor to Reform. Its name is No Excuse – as in, “no excuse for us not to stay on Chagos,” says Mandarin.

Reform UK and the Chagossians make for curious bedfellows. On the one hand, there's a political party that has floated plans to create a Trump-inspired, ICE-style agency to carry out mass deportations in Britain. 

On the other, there’s Mandarin’s dad, finally back home after being brutally evicted from his atoll at the age of 14. “I will not go back to England. I want to die here,” said Michel Mandarin, as he set foot on his cherished Chagossian soil.

The unlikely pairing has had cause for joint celebration. Two days after they arrived, Trump withdrew his approval for the UK-Mauritius transfer treaty, which was supposed to provide legal certainty for the base in a hypothetical world governed by the rules-based international order. 

It turned out the president was annoyed at British Prime Minister Keir Starmer’s refusal to sanction the use of Diego Garcia for the Iran offensive. “DO NOT GIVE AWAY DIEGO GARCIA!” he told the British prime minister. The treaty was paused. Then war broke out and a beleaguered Starmer agreed to “defensive” strikes from Diego Garcia.

On Île du Coin, war seems like a distant prospect, even if it is potentially less than 200km (about 125 miles) away in Diego Garcia. As Tuesday drew to a close, there had so far been neither sight nor sound of the US’s deadly B-52, B-1, and B-2 bombers in the slightly overcast skies.

Kicking the can

Mandarin left Mauritius at age 22. He joined the British army in a bid to improve his lot and later became a bus driver in south London. He says he always felt like a second-class citizen in Mauritius, with “no opportunity to progress”.

Rights groups have charted how evictees from Chagos struggled to cope in Mauritius, many of them ending up trapped in an urban nightmare of poverty, mental illness, and addiction — with little sympathy from their hosts. Many Chagossians left for Britain after securing citizenship rights.

Now the fate of their homeland is being decided by a treaty negotiated over their heads. Last year, a UN committee on racial discrimination warned that the treaty could perpetuate “long-standing violations” of Chagossian rights.

The treaty says Mauritius is “free” to resettle islanders on any of the Chagos islands — except Diego Garcia. But there is no binding obligation for it to do so and the exclusion of Diego Garcia rankles. The deal also includes a £40-million trust fund to be managed by Mauritius, which has been criticised as a ruse by Britain to avoid paying proper compensation. 

“People talk about decolonisation, but if Britain did the wrongs, Britain should have to repair the wrongs — not kick the can to Mauritius,” says Mandarin. “Or they will get away with it.”

One of the reels he has filmed on Île du Coin features an industrial oven that was used by colonial officials to burn the islanders’ dogs before they were evicted. Officials threatened the islanders with the same fate if they refused to leave. Britain must pay compensation, he says.

'Belongers'

Mandarin’s joint odyssey with Reform UK has provoked mixed feelings among the Chagossian diaspora in Britain, Seychelles, and Mauritius. 

“He’s put us back in the centre of the story, but will we be overshadowed by Reform’s agenda?” asked one Chagossian in the English town of Crawley – home to a 3,500-strong Chagossian community — who is also opposed to the deal.

As the treaty was being negotiated, Chagossians’ concerns were largely swept under the carpet as a complicating factor in a pragmatic decolonization drive.

The hard right has capitalized on the deal’s major flaw, positioning itself as the main champion of Chagossians, just as their ancestral land finds itself embroiled in a conflict that could upend the global order.

One video recently posted by Reform leader Nigel Farage saw him express outrage after being “denied access” to Île du Coin for the delivery of “humanitarian” supplies to Mandarin and his men, racking up a cool 4.7 million views on X. 

Asked whether he is being used by Reform and its supporters, Mandarin is sanguine. He says he also contacted the left-wing Green Party for support, but it never replied. “Only Reform responded. At the end of the day, it’s politics. You have to make your own judgements for the sake of your people,” he says. 

He views the upcoming hearing as a potential “turning point in our fight”. The injunction barring their removal was granted on the basis that their location was too far from the base to pose a security threat. “If the court says they can’t remove us, then maybe more people will come,” he says. “This is our people. This is our time. We’re not visitors — we’re belongers.”

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