Small businesses across the country felt the impact of the President’s message.
In times of uncertainty, words can hold immense power. In the UAE, a recent speech by His Highness Sheikh Mohamed bin Zayed Al Nahyan did just that, providing reassurance, strength, and a reminder of the nation’s resilience.
One phrase from his address quickly struck a chord across the country.
One of the most striking lines came when he described the nation’s resilience: “Our skin is thick and our flesh is bitter.” Rooted in an Arabic expression, the phrase conveys that the UAE is strong, patient, and difficult to break—a country capable of facing challenges without compromising its values or composure.
The second phrase that captured public attention emerged from recent regional events. Following the release of videos by UAE authorities showing the nation’s air defence systems intercepting Iranian drones, the words “Target Destroyed” quickly became a symbol of the country’s readiness and defensive strength.
Video: Air defences intercept Iranian drones targeting UAE
Together, these two phrases sparked a wave of creative responses from businesses and individuals across the emirates. From cafés and clothing brands to car decals and phone stickers, entrepreneurs transformed the expressions into small yet meaningful products celebrating national pride.
One such example is Zainab Abdulla Alblooshi, 28, founder of Pearlla.ae, who designed a series of stickers inspired by the moment.
“I created these stickers to reflect my pride and deep appreciation for the strength and readiness of the UAE’s air defence,” she said. “Their capability and vigilance give us confidence and reassurance, especially during these challenging times.”
Her designs feature the phrases “Our skin is thick and our flesh is bitter” and “Target Destroyed,” but she emphasized that they are meant as symbols of reassurance, not conflict.
“Even though we are living through a period of war in the region, we are not a people who seek conflict,” she added. “We are a nation that values peace, stability, and unity. Our strength lies in our values, resilience, and solidarity.”
Across the country, other small businesses also felt the impact of the President’s message almost immediately.
At SlowCoffeeBar.ae, a small home café in Sharjah that engages with the community daily, customers began discussing the speech and the viral phrases soon after they circulated online.
“After hearing the inspiring words of Sheikh Mohamed, especially when he spoke about the UAE being strong and resilient, it truly resonated with many of us,” the café said. “His words made people feel safe and reassured — both locals and residents — and reminded us that we are under wise and strong leadership.”
As people gathered for their daily coffee, the atmosphere reflected a shared sentiment.
“As a small coffee business that interacts with the community every day, we felt that message immediately among our customers,” the café said. “There was a strong sense of pride and unity.”
Displaying the stickers soon became a natural extension of that feeling.
“Creating the stickers was a spontaneous way to share that sentiment and keep those powerful words visible,” they added. “It was our small way of celebrating the strength of the UAE and the confidence people feel living here.”
These expressions quickly spread across social media and storefronts, appearing on clothing, cars, gadgets, and even being handed out in cafés.
The audio from the widely shared video showing the UAE’s air defence intercepting drones—including the words “Target Destroyed”—was remixed into songs that quickly became popular online. In another sign of how far the phrase had spread, several businesses even launched promotional offers using the discount code “Target Destroyed.”
For Emiratis, the trend was not about celebrating conflict, but about expressing confidence in the country’s preparedness and leadership. The popularity of these phrases, both in music and everyday products, reflected a deeper sentiment: a strong trust in the nation’s institutions and the steady leadership that continues to reassure the public during uncertain regional times.
It served as a reminder that in the UAE, unity often finds expression through community action. Businesses, both large and small, echoed the same message in their own ways—celebrating collective pride in the nation’s resilience and shared trust in its leadership.
For Zainab, the message is simple:
“We draw our confidence from our wise leadership,” she said. “Sheikh Mohamed has reassured us all, confirming that the UAE is safe and in the best of conditions despite the circumstances. The UAE remains strong, protected, and united.”
