Emirates Faces Backlash Over ‘Luxury’ Promo Amid Sudan War

A glossy Emirates Business Class photo meant to highlight luxury has instead ignited a storm of criticism online. The airline’s post on X showcased its lavish A380 cabin, featuring spacious lie-flat seats, personal minibars, and large entertainment screens, captioned, “This is how we do Business” — complete with a halo and cloud emoji.

The timing, however, couldn’t have been worse. As the post went viral, social media users linked it to the UAE’s alleged role in Sudan’s brutal civil conflict. Many accused the airline of flaunting opulence while its home nation faced serious allegations of aiding atrocities in Darfur.

The backlash was immediate. X users flooded the comments with outrage, sharing disturbing visuals from Sudan’s war zones. Hashtags like #BoycottTheUAE began trending, while one user shared a video purportedly showing RSF fighters laughing on a battlefield littered with bodies. Others used sharper words, calling the UAE “Arab Zionists” and accusing it of hypocrisy.

The anger stems from a Wall Street Journal report that claimed US intelligence agencies have detected increased weapons transfers from the UAE to Sudan’s Rapid Support Forces (RSF). The RSF, led by Mohamed Hamdan Dagalo — better known as Hemeti — has been accused of genocide in Darfur. Reports suggest Hemeti’s family runs business operations out of Dubai, allegedly using the city as a base for exporting gold mined from RSF-controlled areas.

Sudan’s civil war, now over two years old, erupted in April 2023 when the RSF and Sudanese Army — once power-sharing partners — turned their guns on each other amid a failed attempt to merge their forces under a unified command.

As the conflict deepens and international scrutiny of the UAE intensifies, Emirates’ attempt at showcasing its luxury brand has become a flashpoint in a larger conversation about ethics, image, and accountability in times of war.