The region also has robust consumer culture, said Jonathan Spiel, owner of Tea Lounge in Brooklyn, N.Y., whose first franchised agreement will cover not the United States but Kuwait.

“It’s a very social culture, and going to malls and socializing is a big part of their day,” Spiel said. “Because of that, the malls there are unbelievable: Every brand you can think of is there, and the locals want to develop something unique and cool.”

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