JEDDAH: You can stumble upon a K-pop video somewhere on the Internet because it’s taken the world by storm, and for good reason: K-pop is fun!
The hype is no longer a trend and many are looking toward learning the Korean language in larger numbers than ever before.
The phenomenon has reached the shores of the region, and teens and tweens are flocking to the Internet to learn more, not only about K-pop, but Korean culture as well. This series will cover mini-stories of young ladies who have not only expressed their interest in Korean pop culture, but have taken the extra step to learn the language, perfect it and dream big.
Twenty-one-year-old Samira, a fresh graduate from a Saudi private University has had a love for Korean pop culture since her years in middle school. She explains how in 2010, she accidentally found a TV show online as she was searching the Internet; she stumbled across a Korean drama called “Playful Kiss.” She fell in love with the show from the very first episode and spread the news among her friends, who also recommended other TV shows. She got hooked and called upon her sister to join her and share the love. The friends told other friends and a circle of appreciation grew larger; they had all been watching as well but never told one another.
It started off with dubbed TV shows such as “Jewel of the Palace” or “Dae Jang Geum,” of which she proudly says watched 8 times, and then she grew to love music and more. Of the most famous K-pop singing groups, BTS is her favorite. “They’re international, they have many English lyrics in their songs and that’s very relatable to the international audience. The band is more real than anything. Their music talks about real life issues such as struggles in school which I can relate to immediately,” said Samira.
Samira has since made an effort to learn more. “The first Korean word I learned was ‘dream’ or ‘kkum’ in Korean. I go to learn Korean every week at the Korean International School in Jeddah and I have a dream to go there one day and experience life in Korea. Their values are more prominent than anything else; the level of respect they have for one another and their culture are what drove me to love everything about Korea,” she explained.
Eighteen-year-old Shaima, a freshman at a Saudi private University, was drawn into the world of Korean culture by her elder sister, Samira. The first Korean television show she saw was “Super Junior,” and she hasn’t looked back since.
Unlike Turkish television dramas with the 100+ episodes per season, Korean dramas have significantly fewer. According to Shaima, they are easier to watch and you don’t get bored. She checks specific websites on a daily basis to catch up on what’s new on the Korean drama scene. “After checking for the show I’m interested in at the moment, I can either watch them in their original form or subtitled, depending on the drama, of course,” said Shaima. Of course!
“The dramas are different from what others watch; there’s a different sense to them and you feel like they’re not mastered to be fake. No offense to other international dramas, but Koreans do drama as if they were telling their own life stories— raw and authentic,” exclaimed Shaima.
Just like her sister, Shaima also attends weekly language lessons at the Korean International School in Jeddah, and with the Internet nowadays connecting people far and wide, her lessons served her well. “I have many friends from all over the world and I speak to them in Korean. On our last trip to Paris, I was able to meet up with some of my online friends there and I can’t explain how polite they are. It’s one of the aspects of their society that drew me to them.”
Her love for Korean pop artists has no limits. It was by sheer coincidence that on one of her visits to Paris, a popular K-pop band was performing in the city. With the help of friends back in the Kingdom, the sisters were able to obtain tickets and attend the concert, calling it one of their wildest dreams come true. “It was raining heavily but we didn’t care; we shared a wonderful experience with concert goers from all over the world. Everyone loves Korean bands and that concert did not disappoint one bit!”
Having been exposed to K-pop and Korean dramas from the age of 13, Shaima has fallen in love with everything that is Korean. Her dream and ambition is not only to go and visit, she also strives to live there in the near future.
Big dreams from such a young woman; dream big, kid, you’ll get there one day.
Saudi girls catch ‘K’ fever
Saudi girls catch ‘K’ fever
Saudi women embrace natural beauty: a fresh take on changing standards
- Trend focuses on simplicity over perfection
- Consumers take more mindful approach
RIYADH: Women in Saudi Arabia have been embracing a more natural approach to their beauty routines in recent years, focusing on sustainability, health and authenticity over heavy makeup and curated perfection.
Arab News spoke to several women who described how this trend reflects a deep alignment with personal and societal values — prioritizing routines that enhance their natural features while promoting overall well-being and environmental sustainability.
For Laila Al-Ghamdi, this change is personal. “A few years ago, I would say natural beauty was everything to me. As a young teenager, my whole world used to revolve around the epitome of beauty,” she said. “Nowadays, healthier choices are influencing my decisions, and ironically, they’re the ones that make me prettier.”
This shift is supported by local brands that cater to these changing standards. One standout is LOCA Beauty, a Saudi brand with a focus on sustainability that was founded in 2018.
“LOCA Beauty was born out of a desire to provide innovative solutions that align with the Saudi lifestyle,” said Mai Al-Mohaimeed, marketing director of LOCA. “We focus on natural ingredients and sustainable packaging, which resonates deeply with our customers.”
Similarly, Asteri, another brand, empowers women with vegan products that withstand harsh weather conditions while celebrating the region’s natural beauty.
Beauty is no longer about fitting into a mold. It’s about feeling good in your own skin and celebrating who you are.
Munira Al-Ahmad, Local
Sustainability is central to the natural beauty movement in Saudi Arabia. Consumers are increasingly conscious of the environmental and health effects of their purchases. Local brands are rising to meet this demand with eco-friendly materials and safe ingredients.
Glossig, inspired by Saudi Arabia’s desert landscapes, combines cultural storytelling with artistic innovation to enhance individuality. Meanwhile, Mai Ward and Jayla emphasize sustainability and luxury — Mai Ward celebrates Saudi heritage through handcrafted, sustainable products, while Ladeena focuses on organic solutions, delivering skin-friendly products infused with natural oils and butters.
For women like Rawan Al-Zahrani and Munira Al-Ahmad, these brands have become trusted choices.
“I love how LOCA products feel luxurious yet sustainable. Their makeup products are my go-to because they offer such an amazing glow to my skin,” Al-Zahrani said.
Al-Ahmad, meanwhile, praised Asteri for its innovative solutions. “Asteri’s products feel like they’re made for me — lightweight but effective, perfect for our environment,” she said.
Social media has also played a transformative role in this cultural shift. Platforms such as Instagram have become spaces for clean beauty enthusiasts to share tips and inspire others. Influencers highlight natural products and promote mindful consumerism.
“I follow several Saudi influencers who promote natural beauty and share tips on skincare and makeup,” Al-Zahrani said. “Their advice has helped me simplify my routine and focus on products that work for me.”
While local brands are thriving, they face significant challenges in competing with international giants. In a market saturated with global names it is difficult for smaller brands to stand out.
“Being a local beauty brand presents both opportunities and challenges,” Al-Mohaimeed said. “This also provides us with an opportunity to emphasize what sets us apart — our deep understanding of the Saudi market and the cultural nuances that shape our consumers’ needs.”
Changing beauty standards also reflect a generational change. Younger Saudis are more open to challenging traditional norms and exploring new ideas, driving innovation in the beauty industry. Natural beauty is becoming more about celebrating individuality and authenticity.
“Beauty is no longer about fitting into a mold,” Al-Ahmad said. “It’s about feeling good in your own skin and celebrating who you are.”
By choosing products and routines that align with their values, Saudi women are redefining the beauty industry, shaping a more sustainable future one natural step at a time.
GCC secretary general receives British ambassador to Saudi Arabia
- Albudaiwi emphasized the importance of strengthening relations between the GCC and the UK within the framework of their strategic partnership
RIYADH: Secretary-General of the Gulf Cooperation Council Jasem Albudaiwi received UK Ambassador to the Kingdom Neil Crompton at the GCC Secretariat headquarters in Riyadh on Tuesday.
During the meeting, they discussed the progress of negotiations on the free trade agreement signed between the GCC and the UK and reviewed the latest regional and international developments, the General Secretariat wrote in a statement.
Albudaiwi emphasized the importance of strengthening relations between the GCC and the UK within the framework of their strategic partnership, serving the aspirations and mutual interests of both sides.
Saudi authorities warn of inclement weather as country braces for heavy rainfall
- Riyadh received the season’s first rainfall with an umbrella of cloud enveloping the city skyline on Tuesday
- Makkah, Madinah and Jeddah received heavy rainfall on Monday with floods in low lying areas
RIYADH: Saudi Arabia’s meteorology authorities have forecast more rain accompanied by thunderstorms across several regions, with a red alert in Makkah, Asir and Baha regions due to the inclement weather.
The National Center for Meteorology forecast moderate to heavy rainfall, accompanied by thunderstorms, hail and strong winds in parts of Asir, Al-Baha and Makkah.
Fog may form in some areas of these regions, it added.
Temperatures will drop and frost may form in the northern parts of the Kingdom, according to the NCM.
It added that dust-stirring winds will blow and rain may fall in parts of Riyadh, Qassim, the Eastern Region and Jazan regions.
Meanwhile, Riyadh received the season’s first rainfall with an umbrella of cloud enveloping the city skyline on Tuesday. Some areas in the capital also were lashed by hail.
Makkah, Madinah and Jeddah received heavy rainfall on Monday with floods in low lying areas, forcing the Civil Defense to warn against venturing into flooded areas and valleys.
The General Directorate of Civil Defense has issued warnings and safety instructions, as the country braces for heavy rainfall, urging the public to stay at home, avoid valleys and waterlogged areas, and adhere to all safety directives.
“We follow the weather conditions in some areas of the Kingdom, and call for staying away from valleys and water bodies,” the Civil Defense posted on X.
“During rain, stay away from low-lying areas, water pools and deep valleys,” it added.
Makkah Governorate on X posted several videos of heavy rains, thunderstorm and waterspouts.
Social media is filled with videos from the holy cities of Makkah and Madinah, and the Red Sea City of Jeddah, showing streets and city roads flooded, and cars submerged as result of heavy rainfall.
According to the NCM, winds over the Red Sea will be northeasterly to northerly in the northern and central parts, and southeasterly to southwesterly in the southern part at speeds of 20-50 km per hour. Waves may range from one meter and a half to more than two meters, and the sea will be relatively calm to choppy.
KSrelief delivers critical food, shelter aid to Syrian families
- Saudi aid agency also launches voluntary program to support Syrian healthcare sector
RIYADH: Saudi aid agency KSrelief on Tuesday distributed food and shelter aid to 200 families in the city of Douma, in the Rif Dimashq governorate of Syria, in coordination with the Syrian Arab Red Crescent.
Also on Tuesday, KSrelief distributed food and shelter aid in the village of Nasib, in the Daraa governorate, the Saudi Press Agency reported.
To date, seven planes carrying food, medical supplies, and shelter materials have arrived at Damascus International Airport as part of a Saudi relief airlift.
Additionally, 60 Saudi trucks containing essential supplies, including food, shelter materials, and medical supplies crossed the Nasib Border Crossing into Syria as part of a Saudi relief land bridge operated by KSrelief.
On Jan. 1, Saudi Arabia launched an initiative to provide essential aid to Syria, supporting efforts under the country’s new leadership to rebuild after years of civil war.
According to KSrelief, the Kingdom’s total aid to the Syrian people from 2011 to the end of 2024 exceeds $856 million.
Recently, Syrian Minister of Social Affairs and Labor Fadi Al-Qassem met with the KSrelief team in Damascus, where they discussed ways to deliver aid to the Syrian people and coordination between the Saudi aid agency and civil society organizations in the country.
Al-Qassem commended the support provided by Saudi Arabia through KSrelief and praised the Kingdom’s prompt response to the humanitarian situation in Syria.
Syrian Minister of Health Dr. Maher Al-Sharaa also met with the KSrelief team and discussed ways to contribute to addressing the needs of the Syrian healthcare sector.
Meanwhile, in Lebanon, KSrelief continues implementing its project to enhance healthcare services for Syrian refugees and the host community in the town of Arsal.
In one month, the Arsal Primary Health Care Center received 12,676 patients and provided 23,386 services across various departments.
The initiative is part of Saudi Arabia’s ongoing humanitarian efforts to alleviate the suffering of those in need, particularly Syrian refugees affected by the ongoing humanitarian crisis.
KSrelief also announced the opening of registration for the Saudi Voluntary Program for Syrians. The program aims to support the Kingdom’s humanitarian efforts by providing critical emergency and medical services to Syrians in need.
The initiative covers surgery, psychological support, gynecology and obstetrics, orthopedics, internal medicine, pediatrics, physiotherapy, speech and communication therapy, and prosthetics, among other treatments.
Registration is available here.
Al-Ahsa’s bishts are exquisitely tailored, rich cultural symbols
- Known across the Arab world for their elegance, quality and intricate embroidery
RIYADH: Al-Ahsa is known for its diverse industries and handicrafts, particularly the Hasawi bishts, which are sought-after across the Arab world for their exquisite tailoring, quality and intricate embroidery.
The Hasawi bisht is favored by dignitaries, officials and businesspeople for its aesthetics as well as the rich culture it represents, the Saudi Press Agency reported recently.
They come in dark or light fabrics depending on taste, the occasion and season.
These garments are often adorned with silk thread, as well as golden and silver zari embroidery in shades of yellow, reddish hues, and white, the SPA reported.
Handmade bishts continue to be in demand despite machine-made options.
Certain families in Al-Ahsa and elsewhere in the Kingdom are renowned for their expertise in crafting handmade and artisanal bishts, with meticulous attention to design, shape and embroidery.
Prices vary based on craftsmanship, fabric quality, and the type of zari used. Fabrics from Japan or Kashmir, along with German zari, are factors in determining cost.
Winter bishts, woven from camel hair, come in varying quality and are distinguished by their thickness and weight compared to those made for summer.
Bisht fabrics are woven in Saudi Arabia, Syria and Jordan, with China and India offering similar manufactured options, the SPA added.
The embellishment of the winter Hasawi bisht initially had silk thread, and later incorporated golden and silver.
Stitching the karmuk, the wide section adorned with zari, can take 14 days by hand, while a machine can complete the task in two hours.
