One Forty Fourz Café has used a mix of founder-led storytelling, social content, PR and celebrity involvement to introduce its Mahjong and board gaming concept to Dubai.
The café, which opened at ibis World Trade Centre on October 20, is targeting existing Mahjong players alongside beginners, groups of friends and people seeking in-person social activities.
Ruchita Pardiwala, founder of One Forty Fourz Café, said the positioning stemmed from an opportunity she identified in the city’s leisure and hospitality market, where players relied on occasional gatherings rather than a permanent venue.
“Mahjong had a growing community, but players often relied on occasional meet-ups rather than having a permanent place to play,” Pardiwala said. “We created One Forty Fourz as a dedicated, premium setting where people can enjoy the game, spend time together and feel part of a community.”
Pardiwala shaped the launch campaign alongside the café’s PR and social media teams. Activity included content introducing the concept and venue, founder-led storytelling, launch announcements, and invitations for media and influencers to experience the space.
The team also explored paid amplification for some content alongside organic social and PR.
“The campaign was designed to introduce people to the experience and the community behind One Forty Fourz, rather than simply announce a new venue,” she said.
Bollywood actress Shilpa Shetty Kundra attended the opening, with Pardiwala pointing to the actress’s existing interest in Mahjong as a reason her involvement suited the concept.
“She had already shared a Mahjong reel, so her interest in the game felt relevant to the story we wanted to tell,” Pardiwala said. “Her appearance, social content and interaction with guests helped introduce One Forty Fourz to a wider audience and showed that Mahjong can be both engaging and social.”
Beyond the opening, the café plans to use beginner sessions, workshops and tournaments to attract new players and encourage repeat visits. Beginner sessions are intended to make the game more accessible, while workshops and tournaments will give existing players opportunities to develop their skills and meet others.
“We want One Forty Fourz to become a regular meeting place, where people return not only to play but also to connect,” Pardiwala said.
The café is not sharing performance figures at this stage. Pardiwala said the team is gathering feedback from its first customers to understand which elements of the experience resonate.