When Foreign Ministers Read Bedtime Stories: The UAE’s Soft Power Play on Sesame Street

In an era where diplomatic cables compete with children’s programming, the UAE’s top diplomat choosing to appear on Arabic Sesame Street signals a sophisticated understanding of how cultural influence shapes tomorrow’s geopolitical landscape.

The Intersection of Diplomacy and Children’s Television

Sheikh Abdullah bin Zayed Al Nahyan’s appearance on Shomshom Fataḥ (Open Sesame) represents more than a feel-good photo opportunity. As the UAE’s Foreign Minister since 2006, Sheikh Abdullah has overseen his nation’s transformation from regional player to global diplomatic force. His decision to read stories to children on the Arabic adaptation of the beloved American educational program reflects a broader strategy of cultural diplomacy that the Gulf state has perfected over the past two decades.

The timing is particularly noteworthy. As the Middle East grapples with shifting alliances, economic diversification pressures, and the need to engage younger populations, the UAE has consistently positioned itself as a modernizing force that bridges tradition and progress. By appearing on a program that reaches millions of Arabic-speaking children across the region, Sheikh Abdullah isn’t just promoting literacy—he’s embodying the UAE’s vision of accessible, progressive leadership.

Soft Power Through Sesame Street

Sesame Street’s Arabic version, which has operated under various names and formats since the 1970s, carries unique weight in the Arab world. Unlike its Western counterpart, the show must navigate complex cultural sensitivities while promoting universal values of education, tolerance, and curiosity. The UAE’s embrace of this platform—through its highest-ranking diplomat no less—sends multiple messages simultaneously.

First, it reinforces the Emirates’ commitment to education and youth development, core pillars of its Vision 2030 agenda. Second, it demonstrates a comfort with American cultural exports that have been adapted for regional audiences, subtly reinforcing the UAE’s role as a bridge between East and West. Third, and perhaps most importantly, it humanizes Emirati leadership at a time when Gulf politics often seem distant from everyday citizens’ concerns.

The Regional Competition for Hearts and Minds

This appearance must also be understood within the context of intensifying soft power competition among Gulf states. Saudi Arabia’s massive investments in entertainment and sports, Qatar’s Al Jazeera media empire, and Kuwait’s long-standing cultural production all vie for influence over Arab public opinion. The UAE’s approach—leveraging established, trusted platforms rather than creating new ones—reveals a pragmatic strategy that prioritizes authentic engagement over flashy initiatives.

Moreover, by choosing children’s programming as his vehicle, Sheikh Abdullah taps into parental aspirations across the Arab world. Parents who see a foreign minister taking time to read to children may be more inclined to view the UAE as a family-friendly, education-focused society—crucial perceptions as the country seeks to attract global talent and investment.

Beyond the Television Screen

The implications of this appearance extend well beyond media strategy. In a region where leadership often remains cloistered behind palace walls, the image of a senior official sitting cross-legged with puppet characters challenges traditional notions of Arab governance. It suggests a generational shift in how Gulf leaders conceive of their relationship with citizens—not as distant rulers but as accessible figures who care about childhood development and cultural preservation.

This soft power approach also serves the UAE’s hard power interests. As the country expands its military presence across the Horn of Africa and maintains complex relationships with both Iran and Israel, cultural initiatives help soften its image and build reservoirs of goodwill that can be drawn upon during times of regional tension.

Perhaps most significantly, Sheikh Abdullah’s Sesame Street appearance reflects the UAE’s long-term demographic strategy. With a population that is nearly 90% expatriate, the country must constantly reinforce its cultural identity while remaining open to global influences. Children’s programming that blends Emirati values with universal themes of learning and friendship offers a perfect vehicle for this delicate balance.

As artificial intelligence and social media reshape how young Arabs consume content and form political opinions, will traditional soft power vehicles like Sesame Street maintain their influence—or will foreign ministers of the future need to master TikTok dances and gaming streams to reach the next generation?