2016 was a busy year for Siti as she was involved with a new business line, major concert, and multiple releases of new music. In January 2016, she returned to Indonesia as she celebrated her 37th birthday on the same day as she performed for Indonesian television station Indosiar's 21st anniversary, Konser Raya 21 Indosiar Untuk Indonesia. In March, after the success of Simplysiti, her own cosmetics and skincare line, she debuted the release of her own ready-to-wear fashion line for women, Creación by Siti Nurhaliza. In collaboration with Malaysian hijab brand Ariani and Malaysian textile company Jakel, she was involved heavily with the concept and design of the fashion line. On 2 April, she staged a one-night only Dato' Siti Nurhaliza & Friends Concert at Stadium Negara. Sponsored by Yonder Music and Celcom, the highly successful concert was attended by more than 7,000 people. Exclusive for the concert, she also debuted her digital duet "Memories" with American artist Whitney Houston. Throughout the entire two-hour concert, she sang over 20 songs and she was accompanied by both Malaysian and Indonesian guest artists including Anggun, Afgansyah Reza, Jaclyn Victor, and Faizal Tahir. Overall, Dato Siti Nurhaliza & Friends Concert received positive reviews and feedback from critics and concert reviewers.