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Deliveroo Celebrates Hag Al Leila and Season of Wulfa with a Nostalgic ‘Baqala’ at CityWalk
Deliveroo is bringing the festive spirit of Hag Al Leila to life at City Walk on 31st January, joining The Dubai Department of Economy and Tourism (DET) and the Dubai Culture & Arts Authority’s celebration during the Season of Wulfa, a citywide cultural initiative that brings together key religious and cultural moments under one unifying narrative rooted in belonging, kinship, and shared values. Building on its partnership with the beloved Emirati animated series FREEJ, Deliveroo is creating a family-friendly experience that brings the community together.
From 10:30 AM to 9:00 PM, families can enjoy Deliveroo’s on-ground Hag Al Leila setup designed to resemble a traditional baqala, a vibrant, nostalgic corner shop where children and adults can explore a “pick-and-mix” selection of sweets. From 2:00 PM - 9:00 PM, the space will feature a henna artist offering traditional designs while the iconic FREEJ mascots, Um Saeed, Um Saloom, Um Allawi, Um Khammas, and Abood, will be present to greet adults and children, pose for photos, and share the festive spirit. In addition to family-friendly fun for children, adults will also receive a three-month Deliveroo Plus Gold voucher, unlocking benefits including 10% credit back on orders, premium customer care, and free delivery.
Hag Al Leila, celebrated on the 15th night of Sha’ban, is a cherished Emirati tradition where children dress in traditional clothing, go door-to-door singing, and collect sweets from neighbours, celebrating generosity and community. Deliveroo’s activation builds on its previous Ramadan 2024 collaboration with the animation, bringing this tradition to City Walk in a modern, interactive way while combining cultural authenticity, family fun, and the beloved FREEJ characters to create a memorable experience for the whole community.
About Deliveroo Deliveroo is changing the way people eat and shop by bringing the neighbourhood to your door, unlocking a wealth of hyperlocal choice across restaurants, grocery and retail, with fast and reliable delivery, at the right price.
Founded in 2013 by William Shu and Greg Orlowski, Deliveroo joined forces with DoorDash (NASDAQ: DASH) in 2025. Together, we operate in over 40 countries, nine of which are with Deliveroo’s product and brand. You can read more on the Deliveroo website.
