Inside the early days of Dubai Summer Surprises (DSS) and how it transformed Dubai malls

Dubai: When Dubai Summer Surprises (DSS) burst onto the scene in 1998, the idea of creating an entirely indoor summer festival was a bold move but one that paid off.

In a season when the UAE’s intense heat usually kept people indoors, Dubai managed to flip the script, drawing families out not just to shop, but to spend quality time together, enjoy free entertainment, and escape the summer sun in a way that felt exciting.

For me, someone born and raised here, DSS wasn’t just a marketing campaign, it became one of the defining highlights of my childhood. I still remember the magic of the weekly ‘Surprises’ - themes like food, ice, flowers, and art transformed malls into wonderlands. Events popped up in places like Modhesh Fun City, Children’s City, Eskimo Land, and Aqua Park. Every week was something new to look forward to.

Then came the thrill of the prize raffles - gold, mobile phones, high-value merchandise and of course, Modhesh, the cheerful yellow mascot who made his debut in 2000 and quickly became the face of the entire festival. As a kid, spotting Modhesh in a mall was a moment of pure joy (and photo ops, obviously!).

Some of my most vivid memories are of Children’s City in Creek Park, part museum, part amusement zone, all excitement.

And then there was the old BurJuman, back when it had those iconic fountains that leapt from one end to another. Standing under them with my sibling, getting soaked, laughing uncontrollably - I can still picture the family photos we took there.

In the early 2000s, Dubai Airport Expo also became a DSS hotspot, which hosted Modhesh Fun City. It was an entire universe built for kids, packed with creative play zones, educational exhibits, theatre shows, and meet-and-greets. Honestly, it felt like Dubai had built a world just for us.

There were so many little things that brought joy - treasure hunts in malls, free face painting, clowns on stilts, dance groups and mini circus shows. It felt like every corner of the city was bursting with excitement. With DSS, Dubai completely changed the way we thought about malls - they weren’t just places to shop. 

Even now, when I walk through a mall and see kids dancing with Modhesh, lining up for a puppet show, or turning the escalators at Mercato into makeshift slides, a wave of nostalgia washes over me. I can’t help but feel a bit envious, wishing my adult self could still enjoy it the way I once did. But more than anything, it’s heartwarming, a reminder that the magic is still very much alive.

In a world, especially in the West - where the culture of malls is fading, Dubai’s malls are more alive than ever. That’s because it’s not the shopping that draws people in. It’s the experiences: indoor ice rinks, rollercoasters, games, workshops and the sense that every visit offers something new.

DSS was also Dubai’s answer to the summer slowdown. With temperatures soaring past 43°C and humidity at its peak, this festival helped keep malls, hotels, and attractions buzzing when the city would otherwise slow down. And it worked. Year after year, it grew bigger and better.

Now, more than 25 years on, Dubai Summer Surprises has become a major attraction for tourists - even in the height of summer. And while it’s evolved massively with all the modern bells and whistles, some things haven’t changed. The joy on children’s faces, the laughter echoing through the malls - it’s all still there. And every time I see it, I’m taken right back to those summers of my childhood.