The concept of Blue Fig is brilliantly fueled by the synergy and richness of all the cultures coming together and celebrated under a brand. A fusion of concepts that ride heavily on creativity. Blue Fig has built-in from within the concept "intrigue longevity". "Fads are built everyday and die as often", says founder Khalid S. Nahhas, "trends are set for substantially longer periods, but the triumphant engages a core substance beyond fads and trends, almost building a new culture". There is so much to offer by all cultures that one can never run out of intriguing diversity and compelling cross-cultural universality or commonalities. Ethnicity is a common denominator underlying the concept and driving its many natural colors.