Driven by Passion

Dr. Mohannad (Nido) Ashtar

Director of Pop Culture Growth

PSA

Dr. Mohannad (Nido) Ashtar’s career journey is a testament to this philosophy. Initially trained as a dentist and employed by the Government of Dubai, Dr. Nido experienced a sense of disconnection from his profession. His path took a turn when he pursued a PhD in Japan in the field of cancer research. Nido realized post-PhD that his passion for pop culture (video games, trading cards, manga, and anime) could evolve from a hobby into a professional pursuit. Immersing himself in Japan’s vibrant pop culture scene, Dr. Nido attended conventions and connected with industry leaders from companies like Sega, Square Enix, and Pokémon. Driven by this newfound passion, he proposed to his friend in Dubai that he represent the Middle East Film and Comic Con (MEFCC) in Japan, offering his time and connections without compensation, aiming to meet pop culture experts and expand his network. This pivotal moment led him to fully embrace the pop culture industry, and Dr. Nido shifted his focus entirely to collectibles. He founded Pro Retro X, LLC in Japan, a company dedicated to his passion. Through Pro Retro X, he learnt valuable entrepreneurial lessons, positioning the company as an authority in the collectibles niche. Today, as Director of Pop Culture Growth at PSA, Dr. Nido combines his academic background with his love for collectibles, driving innovation and growth in an industry he’s passionate about. In this insightful interview with TradeFlock, he shares his journey and experience.

What led you to transition from Pro Retro X to PSA, and what is your current role?

After Pro Retro X, I relocated to Dubai for personal reasons and transitioned to PSA, a leading platform in the collectibles industry. This move allowed me to blend my expertise with a broader global vision. As Director of Pop Culture Growth, I play a key role in fostering collaborations, bridging market gaps, and raising awareness of the collectibles industry. My work involves engaging with artists, fans, and businesses to drive innovation and elevate the industry’s profile. Joining PSA has been an exciting opportunity to continue my mission of promoting and legitimising pop culture and collectibles on a global scale.

How do you balance nostalgia and modernisation while uniquely serving your customers?

The key lies in tailoring the approach based on the specific market. For instance, here in Dubai, you can’t approach the market as you would in the US. In the US, sports cards dominate the collectibles culture, but in the Middle East, it’s a different story. Collectibles here are more focused on cultural artefacts like Arabic comics, coins, banknotes, and autographs of Middle Eastern figures, rather than Western trading cards or signatures. Understanding and catering to the local culture allows us to provide a service that resonates with our customers and ensures our success.

As a leader, what challenges keep you up at night and require extra effort?

While nothing specific keeps me awake at night, I often find myself working late hours— not out of obligation, but because I genuinely enjoy what I do. My passion for my work often blurs the lines between professional and personal time, leading me to stay connected with collectors and engage on platforms like Instagram, even during off-hours. While this dedication has its advantages, it’s something I need to balance better for a healthier lifestyle.

What lessons have you learnt from transitioning from dentistry to pop culture?

Transitioning from dentistry to pop culture has been a transformative journey that taught me powerful lessons. The most important one is the value of following your passion. What once felt like a hobby—collecting comics, video games, and trading cards—became my career when I allowed myself to embrace it fully. I also learnt the power of adaptability. Moving from Syria to the UAE, then Japan, and switching industries pushed me to constantly step outside my comfort zone. Lastly, perseverance has been key. Building a career in a niche like collectibles isn’t easy, but passion and resilience have fuelled my success.

What is your greatest leadership strength, and how does it impact the organisation and industry?

My greatest strength as a leader is knowing how to connect the dots—whether it’s assigning tasks, putting the right people in the right roles, or building meaningful relationships across teams and industries. This approach helps create a cohesive, efficient environment that drives real growth. It also encourages my peers to focus on collaboration and intentional connections, showing how small, thoughtful decisions can make a big impact on the organisation and the industry.

How do you recharge and balance personal and professional responsibilities?

Working from home is a significant advantage for me. Although I work longer hours than in a traditional office setup, flexibility allows me to integrate personal moments throughout the day. I can pause to spend time with my family, play with my kids, go to the gym, or watch TV. These activities provide rejuvenation and balance while allowing me to maintain high productivity. Additionally, since my work is enjoyable, it rarely feels tiring or draining, further helping me stay energised.