Yousuf Al Bahmar, a content creator from the UAE, who has been captivated by the treasures of heritage and the magic of the past, has mastered the use of 'modern networks' to preserve authenticity and transmit it to future generations with fidelity and accuracy.
His experience 'Marhaba Al Sa', which he presents on social media, serves as a model for an ambitious Emirati youth who does not see folk heritage as mere chapters of the past, but rather as a living material, an inspiring civilizational and human value that renews with the spirit of the times. Between word and image, the Emirati youth draws a map of his homeland on the screen's memory each time, continuously proving that meaningful content is still capable of touching hearts and making an impact.
In his interview with 'Emirates Today', Yousuf Al Bahmar confirmed that preserving and promoting heritage locally and globally represents the ultimate goal of his media mission. He noted that his interest in folk heritage appeared in childhood, when he was an integral part of a series of activities at the Emirates Heritage Club in Abu Dhabi, which left a significant impact on shaping his consciousness and connecting him to his roots.
He said: 'Heritage for me is not a job or a profession, but a passion and an identity. From an early stage of my childhood, I was keen to participate in many heritage activities, due to my early sense of the value and beauty of caring for our culture, learning our values and customs, and adhering to them in our daily lives.'
On the Message
He added: 'I studied media at Liwa University and obtained a bachelor's degree in media and public relations. At the university, I learned the fundamentals of communication and crafting media messages, but I found myself more in the experience of investing my knowledge in the field of Emirati folk heritage. I tried to blend heritage with the new world and present it in a language that today's generation understands. Although my primary work in the government sector is far from the media field, I see in content creation an ideal and unique space to dedicate my energy and express my passion, especially since heritage content for me is a positive energy that always drives me to carefully provide rich and useful information and deliver it to the widest possible audience.'
Shared Interest
The Emirati content creator revealed that his entry into the world of social media was driven by two main motives: first, preserving Emirati heritage and planting its love in the hearts of youth, and second, introducing the community inside and outside the country to this heritage, which he does not see as 'something from the past, but a story we tell in the present to remain alive in the future. I want to keep our local values alive in the consciousness of new generations and present a true picture of our authentic heritage to the world, because I am fully convinced that social media today is a powerful tool for influence if used correctly. I always strive to target a broader segment of the audience, and praise be to God, I am happy with the followers who now include various age groups on social media, and with heritage becoming an interest shared by all ages.'
Challenges
Regarding the biggest challenges specific to creating this type of difficult content, Yousuf Al Bahmar said: 'Addressing any topic about heritage is a great responsibility, so I always strive to read and research in specialized books and references to ensure the accuracy of the information I present. I cooperate with specialized bodies in this field, such as the Hamdan Bin Mohammed Heritage Center, and heritage and culture authorities. I do not hesitate to consult researchers and specialized friends in this field to avoid any unintentional errors and not fall into the trap of spreading inaccurate information that could harm our history.' He noted that he started producing content regularly about two years ago after joining a series of specialized training courses in writing, photography, and content creation at the New Media Academy, which helped him develop his presentation and photography style.
To a Podcast in 2026
The content creator, Yousuf Al Bahmar, stopped at his future ambitions, seeking to expand his vision and broaden the scope of his message through audiovisual programs. He added: 'I have no objection to my current content turning into a television program, because I am interested in my message reaching people in the best possible way. I am currently finalizing a new and unique heritage podcast with a contemporary and different vision. I hope it will be a beautiful addition to my experience, set to launch at the beginning of 2026 after I have finished training myself for this new step by enrolling in a new training course in preparing and presenting this type of podcast programs.'
Yousuf Al Bahmar:
'Heritage content for me is a positive energy that always drives me to carefully provide rich information and deliver it to the widest possible audience. Heritage is not something from the past, but a story we tell in the present to keep it alive for the future. I want our local values to remain alive in the consciousness of new generations.'
