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The Dubai Summer Surprises or DSS was first launched in 1998 and has since, become one among the major shopping and entertainment events witnessed in the region. Consisting of numerous exciting activities that include entertainment, shopping, and winning, DSS has today become the ideal getaway for Family Holidays during the summer months. The DSS slogan, 'Big Fun for Little Ones', reflects the intention of this celebrated summer event in providing children with abundant entertainment possibilities.

DSS witnessed a major shift in its strategy in 2007, whereby the focus of the event expanded to include various age groups. The concept of 10 weeks and 10 surprises also evolved to include more surprises spanning the entire period of the event.