Instagram's popularity in the Middle East is growing, with brands searching for niche influencers. Suheyee stands out by focusing on a corporate lifestyle rather than what algorithms typically suggest. Is her success due to luck or a result of hard work and strategy? Let us learn more about her journey, future plans, and advice.

— Your blog says, "Korean in Dubai: Corporate Socialite." Can you tell us more about your journey and what brought you to Dubai?

— I was born in Korea but grew up in China jumping around various American international schools. I had a scholarship to pursue a political science degree in the States, but made the last-minute decision to move to Dubai. I have been here for nine years.

— Does Dubai feel like home to you?

— Home is where my family is. Now that I have settled down with my husband in Dubai, I consider Dubai to be my home. If we were to move elsewhere, then that place would become my new home. I am not attached to a particular destination.

— How do you stay connected with your family while living abroad?

— I try to visit them once a year. We are used to being apart since my dad worked abroad. My family values education and career growth, and as long as we know we are safe, we are good.

— What role does your family play in your career decisions?

— My mom instilled a strong work ethic in me, and I grew up in a competitive environment. Moving to Dubai beyond a career choice. I envisioned a life after college and the networking opportunities I could leverage in the city. Seeing the bigger picture paid off in the end.

— Since you grew up in China, do you follow any Chinese traditions in Dubai?

— Not really. I was more influenced by Western culture. I speak Korean and Chinese conversationally, but I am most comfortable in English. I am sure expats born and raised in Dubai can relate to the "Third Culture Kid" Syndrome.

— How did your Instagram journey begin?

— It started as a platform to share my daily life with my group of friends. I befriended a lot of creatives in Dubai during my university days, even joined one of their agencies, and started taking it more seriously. I only started commercialising my content 10 months ago, when a makeup reel went viral, hitting 10 million views. I was talking about my corporate life.

— Why do you think content about corporate life gets so much engagement?

— It is ironic because it is the most boring part of my life, but also the most relatable. People are tired of the aspirational, unapproachable content — they want something real.

— Many influencers quit their jobs to blog full-time. Why do you keep your corporate career?

— I am an asset manager for a semi-government entity. I look forward to growing in my career, and the title and monetary compensation that come with it. As much as I love social media marketing, I find it too volatile to provide the financial stability and to fund my long-term investment plans.

— Balancing corporate life and influence must be tough. How do you manage it?

— It is all about strategic planning. My day starts at 6:30 am sharp. I work from 8:00 am until 12:00. I answer emails and check my DMs during lunch break. After work, I hit the gym before running off to a PR event. It is hectic, not going to lie, but I choose to do this.

— Do you ever feel too tired to create content after work?

— Every day! But again, I choose to do this. That is the difference — it is something I enjoy.

— What is your ideal relaxation routine?

— Probably burrito up in bed throughout the whole day and nap sporadically while doom scrolling and ordering from Deliveroo.

— Any dream collaborations?

— If Haribo could sponsor me, that would be great. I also want to explore the fashion industry, but I need to work on building my portfolio first.

— What sets UAE influencer marketing apart from other countries?

— The Dubai community is closely connected. Everyone knows each other, from PR agencies to creative directors. Networking opportunities are abundant.

— What advice would you give to those starting a blog in the UAE?

— Be relatable and try to crack the algorithm, but there is no magic formula. Post consistently and find your unique selling point.

— Could you recommend any Korean spots in Dubai?

— Yes! 1004 Gourmet is a Korean supermarket I practically live in. It’s stocked with all my essentials (food, cosmetics, skincare, you name it). It’s owned by my friend Chang.

— What are your favourite spots in the UAE?

— My current interests are golf and cars. My office is right next to the Dubai Creek Golf Club, where you can find me at the driving range every Wednesday. On weekends, I catch up with fellow petrol heads at my friend Arnie’s Mission Motorsports Garage.