Lebanon’s Upcoming Export Boom
By Nour F. Nasser
I should be quick to say that I am not really expecting a Lebanese “export boom”. Given Lebanon’s explosive history, attempting a more positive and much needed Lebanese boom was tempting to use.
The safer expectation however is that the Lebanese export sector will continue to be an increasingly dynamic one.
Lebanon’s Soft Power
The bottom line is that there is a noticeably higher presence of Lebanese brands and products outside of Lebanon. Although I am not economist, I understand that Lebanon never really was an exporting country or a manufacturing hub, even during the economic heydays of the 1960s. It rather specialized in a few products, namely high end jewellery and agricultural products. Some of its exports caught the attention of some niche consumer segments, such as the increasingly globally renowned Lebanese wine.
Lebanon however is going through an unprecedented economic crisis, which remains both unabated and completely disorderly. Lebanon’s lack of exports, which results in a major trade imbalance, seem to be one of the major reasons for the crisis. It is therefore natural to see a more dynamic export sector as the economy painfully adjusts to a new reality. However, Lebanon’s deteriorating infrastructure makes impossible to expect the establishment of any serious Lebanese manufacturing base anytime soon. After all, it is difficult to see long term investments in a country with dysfunctional politics, no electricity, an increasingly erratic telecom coverage and a decimated financial sector. On top of that, a potent armed party that remains outside the control of the government is not particularly inviting of investments.
What we are seeing however is a select number of brands and products that are coming to the global limelight by capitalizing on Lebanon’s famed and resilient cultural attributes.
Food, Wine and Fashion
Lebanese eat and drink well. They also dress well and are impeccable hosts. It is therefore unsurprising to see that the inroads that almost all the major Lebanese brands and exports have made reflect somehow those attributes.
I was in London recently and enjoyed having lunch at Em Sherif and grabbing some manousheh from the Lebanese Bakery at Harrod’s (particularly happy to see how packed it was). My friends tell me that Lebanese restaurants and Lebanese owned bars are now all the craze in Dubai. Lebanese hospitality sells itself. Despite my concerns that tabbouleh will continue to be very liberally interpreted, I wouldn’t be surprised that the global Lebanese culinary invasion continues (I recently went to a restaurant offering “Lebanese tabbouleh” that was essentially made of quinoa and thick cut tomatoes. My protests were met by accusations of trying to stifle culinary innovation. They were not. They were however trying to stifle bad food).
Closer to home, I was happy to be able to buy some colorful Images d’Orient accessories in DC’s Georgetown area. I have also been sipping on Chateau Kefraya every now and then in the US. The Lebanese in me always feels a certain joy and pride to see Lebanese fashion designers’ dresses worn by the world’s famous and infamous. Lebanese jewelers are also increasingly present in Europe, the US and even Asia.
While all these developments are welcome and satisfying news, the fact remains that Lebanon will not reap the full benefits of its cultural exports. For instance, famed Lebanese designer Elie Saab is now headquartered in Paris. I had to explain to a Ukrainian waitress in Em Sherif about the nuances of some Lebanese dishes. I doubt that she is sending money back to Lebanon. I also think it is a matter of time before the furniture and other accessories manufacturers will move fully or partially their operations outside of Lebanon. They wont be able to survive if the infrastructure continues to deteriorate.
In a nutshell, and in the absence of political and economic reforms, Lebanon’s main exports will sadly remain its people.
