Mastercard partnered with Saudia and Blossom Accelerator for the third season of its “Her Voice” mentorship program, empowering female entrepreneurs to attain lasting success.
The entities hosted three workshops across Jeddah, Riyadh, and Alkhobar, with more than 100 participants across all the cities. Each workshop enabled the opportunity to foster connections among women from across the Kingdom, offering participants access to all-important learning and networking. A competition held at each workshop also provided the opportunity for one winner from each city to be granted the mentorship program.
Reima Sras, founder of Buthoor Tech; Munirah Alkadi, founder of Mawsim; and Sarah Albaiz, founder of Qantara Studio; were selected as the competition’s three winners, each being enrolled in the innovative “Her Voice” program facilitated by Blossom Accelerator.

Each participant was evaluated based on leadership, product viability in the market, business model strength, and other key criteria.
“As more Saudi women take the reins of leadership and drive the future of the Kingdom’s SME space, we must work to ensure that we continue pioneering innovative programs that bridge the entrepreneurship gender gap,” said Maria Medvedeva, country manager, Saudi Arabia, Mastercard. “At Mastercard, we believe collaboration is crucial to launching the effective platforms required to accomplish this goal, and we are pleased to have partnered with Saudia and Blossom Accelerator to empower even more women for Season 3 of ‘Her Voice.’ We look forward to seeing our mentees grow, flourish and thrive, realizing their considerable potential and serving as champions of Saudi female excellence.”
Essam Akhonbay, vice president of marketing at Saudia, said: “As Saudi Arabia’s national flag carrier, we are deeply invested in the nation’s future and believe women are central to its success.”
Through ‘Her Voice,’ we empower female entrepreneurs to thrive, inspiring future generations and creating pathways for small businesses to prosper. By showcasing their remarkable stories on our in-flight entertainment system, we not only highlight their achievements but also reinforce Saudia’s commitment to promoting local content that fuels economic growth and social progress.”
“At Blossom Accelerator, we are proud to be a global leader in driving inclusive innovation, recognizing that diverse perspectives are key to unlocking economic potential and maximizing investment returns. Our mission is to empower female-led startups across the globe, equipping them with the essential tools and resources to excel in the competitive digital economy,” said Emon Shakoor, CEO and founder.
This season focused on connecting people to their passions, with each episode exploring a different passion point, namely: gaming, tech, sustainability, culinary, and sport. Over the course of each interview, guests recounted their personal and professional journeys in their own voices in conversation with the host, renowned Saudi actress and broadcaster Danyah Shafei.

Saudi Arabia’s digital landscape has rapidly evolved to fully embrace social media, with TikTok usage growing steadily in the country. 

In response, businesses across the Kingdom are increasingly recognizing the platform’s significance. 

What uniquely sets TikTok apart in Saudi Arabia is its sense of community, a value deeply embedded within the connected society. 

This collective spirit fuels a dynamic for shared experiences on the platform.

One example of this approach is The Chefz, a leading delivery app in Saudi Arabia that’s using digital marketing to promote Saudi culinary culture globally. 

By integrating local flavors, presentation styles, and cultural values into their campaigns, The Chefz has developed an authentic brand voice that resonates with the Saudi audience.

As a Saudi local business, The Chefz prioritizes content that reflects the nation’s rich cultural heritage. 

Through culturally attuned campaigns that align with Saudi values, they foster a strong emotional bond with their customers. 

By showcasing regional flavors and foods, The Chefz effectively builds a community grounded in culinary heritage. 

This creates a sense of belonging among users who identify with the traditions celebrated in their content, promoting their brand’s presence on TikTok with authenticity.

The Chefz seamlessly merges traditional Saudi elements with modern marketing techniques. 

Their strategy includes balancing iconic foods and aesthetics with interactive digital features, ensuring that their content is both relatable and engaging.

They also utilize humor, local music, and storytelling to captivate Saudi customers, highlighting food’s central role in the culture. 

Additionally, they aim to establish a globally appealing local identity. By incorporating international sounds and trends, The Chefz makes their content accessible and intriguing to tourists who may need delivery services during their stay in Saudi Arabia.

A key element of The Chefz’s strategy is adapting campaigns to align with special occasions and traditions. 

During important periods like Ramadan and Eid, demand peaks, as well as in the winter season when reservation requests surge. 

During these times, The Chefz maximizes demand by emphasizing timely promotions, such as suhoor deals, and highlighting seasonal offers and traditional dishes. 

This approach reinforces their connection with cultural values and ensures that each campaign resonates with the unique significance of each occasion.

The Chefz’s strategy emphasizes data-driven marketing with a cultural focus. 

Their decisions are grounded in a deep understanding of customer behavior, especially around Saudi culture. 

By leveraging TikTok’s visual tools, trending sounds, and features like Spark Ads, The Chefz combines cultural relevance with modern engagement strategies, creating an authentic and immersive experience that boosts both interaction and sales.

Their commitment to cultural authenticity and strategic use of TikTok has fueled their rapid growth, with a 150% sales increase between 2021 and 2022. 

Now serving 5 million customers and boasting 2 million active users, part of what makes The Chefz’s so successful is their strong TikTok presence, amassing over 187k followers and 3.3 million likes on the platform.

By blending innovation with cultural authenticity, The Chefz has built a loyal community that continues to expand. 

Their approach has positioned them well to further deepen connections with both local and international audiences in the future.