In November 2025, TGP International and Expo City Dubai unveiled the region’s first Festival of Cake, transforming Al Wasl Plaza into a vibrant, 110,000 sqft playground of cakes, creativity and live entertainment.

Running from 28 November to 2 December, the festival delivered more than 100 live shows, 25 chefs, 30 dessert brands and the UAE’s first official CAKE PICNIC™, establishing a bold new benchmark for family-friendly, entertainment-driven F&B programming in Dubai.

As Expo City’s Dubai’s strategic F&B partner, TGP supported on the event’s concept development, experience design, brand identity, vendor and chef curation, spatial planning, marketing activation and overall programme development. The result was a multi-sensory celebration of baking and pastry culture that captivated thousands of guests and signalled the start of a new annual tradition.

Concept & Collaboration 

TGP International collaborated closely with Expo City’s entertainment team to transform a simple idea into a spectacular celebration of dessert culture. The Festival of Cake was imagined as a vibrant showcase of creativity, craftsmanship and joy. A place where the world of baking comes alive for guests of all ages.

Our team drew on expertise across F&B experience design, concept development, brand storytelling and mega events operational management to build a cohesive narrative for this unique event format.

From defining the festival’s identity to brand partnerships, we worked with our partners to immerse visitors in a sugar-fuelled extravaganza allowing guests to move through a series of thematic zones.

As a global 360° hospitality agency, we constantly strive to create new and exciting F&B ventures that lead to unforgettable experiences for our customers. The Festival of Cake, with its diverse activities and strong international presence, is a testament to this successful collaboration, enabling us to bring a star-studded line-up of chefs and brands to the region.

Simon Wright, Founder of TGP International, commented

A multidisciplinary approach combined playful visual design and bold branding with strategic vendor curation, assembling a mix of local heroes and international dessert brands to create a rich, inclusive experience.

Marketing and activation strategies were built in tandem with creative development, ensuring the event captured attention well before opening day and positioned Expo City as a home for innovation, family fun and exceptional F&B experiences.

The result was an event that celebrated the artistry of cake-making and the shared joy of indulgence.

Highlights & Visitor Experience

During the Festival of Cake, Expo City’s Al Wasl Plaza was transformed nightly by choreographed projections and live music, turning the Dome into a canvas of candy-coloured visuals. Headline moments included.

• CAKE PICNIC™ – UAE debut - The globally celebrated CAKE PICNIC™ made its first Middle East appearance and final stop of its world tour. Guests arrived with homemade creations from chiffon to meringue to multi-tiered showpieces, joining a joyful outdoor celebration that became one of the festival’s most talked-about highlights.
• Brooke Bellamy (Brooki Bakehouse) - With over 4 million followers, Brooke made her Dubai debut, delivering an intimate fireside chat and meet-and-greet that drew crowds of fans and entrepreneurs.
• Rich Myers & Bertha, the 24-layer cake - The founder of UK sensation Get Baked constructed his famous 24-layer chocolate cake live on stage each day, combining humour, showmanship and technical mastery.

Immersive Zones & Activations

Across multiple zones, visitors sampled signature creations from brands including Magnolia Bakery, Bake My Day, Dara’s Ice Cream, Gossip the Café, Pavlova Café, Miss Matcha, House of Pops and more. Many completed their journey with the Festival’s popular Cake Passport, offering curated bite-sized tastings across the site. Other activations across the event site included:

• Chocomelt Garden
• “Real or Cake?” by Sugaholic
• Cake Canvas Café
• Sugar Rush Bar
• Brew Stage
• Dara’s Ice Cream Sprinkles Pool
  
  
  

Across the site, guests could also collect stamps in their Festival Cake Passport, curated to offer four bite-sized tastings from leading brands including Magnolia Bakery, Bake My Day, Dara’s Ice Cream, Pavlova Café, Sugaholic and Miss Matcha.

Nightly shows under the Al Wasl Dome are set to be a standout, continuing the tradition of awe-inspiring multimedia displays that Expo City Dubai is known for.

The Festival of Cake Bake Off Competition

One of the festival’s most anticipated moments was the Festival of Cake Bake-Off, powered by Bosch, which brought together bakers of every skill level from across the globe.

Judged by an international panel that included celebrity pastry stars Anna Olson, Jermaine Cunningham and Claire Clark MBE, the professional competition delivered extraordinary craftsmanship across multiple categories.

Impact & Reception

The festival’s success demonstrated the power of integrated F&B storytelling and experience design to activate destination spaces and build emotional connection with diverse audiences.

Industry media described the inaugural edition as:

• “A playground of creativity and confectionery”
• “A true sugar-rush of activity”
• “A confident first slice of what could become one of the region’s most-loved annual events”

We are thrilled to have launched our very own Festival of Cake in partnership with TGP International. This event is more than a celebration of dessert—it is a tribute to artistry, precision, and beauty. From the careful selection of ingredients to the intricate designs that transform cakes into edible masterpieces, it offers a feast for both the eyes and the palate.

As the legacy of a global event, Expo City Dubai’s core programming strategy focuses on creating experiences that transcend borders through a universal language. One of our missions is to unite global art and culture through experiences that everyone can enjoy. We craft moments that connect people beyond language, culture, and ethnicity—transforming spaces like Al Wasl Plaza into living, breathing expressions of creativity and emotion.

Amna Abulhoul, Executive Creative Director of Entertainment and Experiences at Expo City Dubai

VISION & LEGACY

With thousands of visitors, sold-out workshops and a standout lineup of global baking talent, the inaugural Festival of Cake, launched by TGP International and Expo City Dubai, has served up a strong first slice of what could become one of the region’s most-loved annual events.

Aligned with Expo City Dubai’s mission to bring people together through art, culture, and sensory experience, the Festival of Cake establishes a new annual platform for pastry innovation and community celebration. It embodies the power of F&B as a driver of shared experience and cultural storytelling, blending food, design and entertainment in a way we hope feels fresh, inclusive and deeply memorable.