Ramadan festivities evoke nostalgia in Jeddah’s historic Al-Balad

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At the Hazzazi area, located in Rubat Al-Khunji Al-Saghir, activities include making accessories, and learning about the history of the area through stories, solving riddles, playing traditional games, hunting for Ramadan treasure, and listening to poetry. (Supplied)
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At the Hazzazi area, located in Rubat Al-Khunji Al-Saghir, activities include making accessories, and learning about the history of the area through stories, solving riddles, playing traditional games, hunting for Ramadan treasure, and listening to poetry. (Supplied)
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Updated 06 April 2023
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Ramadan festivities evoke nostalgia in Jeddah’s historic Al-Balad

JEDDAH: The narrow alleys of the historic Al-Balad area of Jeddah have become filled with light and laughter as part of a program of evening cultural and entertainment activities for Ramadan.

Organized by the Saudi Ministry of Culture, events are taking place in special zones set up throughout the district.

Visitors at the Bab Al-Balad entrance are greeted with traditional Saudi coffee, while in the Mirkaz area they can play games, try their hand at arts and crafts, or sample gourmet food.

The Sardek zone features a Ramadan tent, cinema of the past, roaming characters, and a puppet theater.

The nights, part of the Ramadan Season of festivities, also include live cooking shows and Qur’an recitation contests.




Visitors at the Bab Al-Balad entrance are greeted with traditional Saudi coffee, while in the Mirkaz area they can play games, try their hand at arts and crafts, or sample gourmet food. (Supplied)

A bustling market offers a range of products including perfumes, pickles, tailor-made clothing, and accessories, or festivalgoers can watch games and popular Ramadan TV shows in an outdoor seating area.

Wearing Hijazi attire, Sari Salem Hariri, co-founder and general manager of Al-Mugasap, a Saudi traditional fashion clothing brand, said: “I am very excited to participate in the season and revive the Saudi traditional attire.

“We have installed a booth for visitors to try out the outfits and make a memory of our deep-rooted customs and traditions.”

Badriya Suleimany, who was selling homemade pickles at the event with her daughters, said: “I feel empowered to be a part of the Ramadan Season. I have been doing this business for the last five years, but this is the first time I have been out in the open area and meeting people from different nationalities.

“The real Ramadan vibes are in Al-Balad and it is something which everyone should visit to learn about our culture and holy month traditions.”

Visitors to Al-Balad can also listen to a Musaharati, a person who traditionally walks around a neighborhood beating a drum and chanting poetry to wake people for sahoor. And at various intervals, men in traditional costumes can be seen dancing to traditional songs.




The Musaharati traditionally walks around neighborhoods beating a drum and chanting poetry to wake people for Sahoor. (Supplied) 

In addition, storytellers, known as Hakawati, can be heard narrating old Ramadan tales in Hazzazi square.

Saeed Al-Ghamdi, a resident of Jeddah had taken his grandchildren to the event especially for the Hakawati session.

He said: “In the old days, we used to gather and entertain ourselves with storytelling. There used to be master storytellers who shared Islamic tales and history as well as their own real-life stories. We learned from them and gained knowledge.

“Seeing this tradition back here in the festival made me nostalgic and I am glad to share with my grandchildren the beauty of Hakawati.”

Osman Abdullah, 70, from Jeddah, said: “After the Taraweeh, I used to spend time with friends in the neighborhood discussing and sharing religious Islamic stories. Coming to this historic district and witnessing the energetic environment took me back to those days.”

He added that Ramadan nights were special as they were a time when people not only sought spiritual development but socialized.

Another participant, Hadeel Alabbasi, co-founder and academic manager of Al-Kuttab language institute, said: “We invite family and friends to enjoy their time learning calligraphy, poetry, and Arabic this year while experiencing Al-Balad through us where we present the opportunity to learn about the values of Ramadan and the culture.”




A riddles session at the Hazzazi area. (Supplied)

At the Hazzazi area, located in Rubat Al-Khunji Al-Saghir, activities include making accessories, and learning about the history of the area through stories, solving riddles, playing traditional games, hunting for Ramadan treasure, and listening to poetry.

Sarah Hassan, who lives in Australia but always returns to her hometown of Jeddah for Ramadan, said: “I make sure to spend my entire Ramadan in Jeddah because of the vibe which is not the same anywhere in the world. Saudi Arabia is the best place to be during the holy month.

“Coming to Al-Balad with my children, I can teach them the culture and show them how Ramadan is celebrated in the country. We had a good time walking the streets, trying snacks like balila, French fries, luqaimat, and sipping the very famous Vimto drink.”

The ministry has also organized a history of Jeddah exhibition highlighting important archaeological sites, plus a separate display showcasing ancient coins and stamps from different periods in Jeddah’s past.


Sports marketeers take deep dive into Saudi culture

Updated 15 sec ago
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Sports marketeers take deep dive into Saudi culture

RIYADH: Top regional executives spoke about how having a deep understanding of the Kingdom’s culture was crucial in the creative industries, during the Athar — Saudi Festival of Creativity in Riyadh on Wednesday.

Leo Borges, executive creative director of Havas Middle East, spoke to Arab News about how Saudis had the opportunity to mold the creative industry.

“What I would say and sort of like what I want to see coming out of Saudi, is a creative culture that’s specific (to) here, it’s about Saudi people.”

He said that the baseline for the creative industry was understanding the audience.

“If you’re working in Saudi, they need to understand Saudi. They need to understand the culture. They need to understand the times. They need to understand the context in which their message is going to be, it’s going to be displayed.”

Borges went on to highlight the stark difference between sports marketing and other industries.

“I think sports marketing is different from other kinds of marketing because of the passion that the audience has for this sport, or for the teams, or for the players,” he said.

“So in this space, rarely the brand is the number one thing, right? Like people don’t necessarily love Adidas. They love Adidas because Adidas is sponsoring the team.”

Speaking at the “Leaders and Visionaries: CMOs Unplugged” session, panelist Ammar Alamo, director of marketing and communications at the Saudi Sports for All Federation, or SFA, in Riyadh, described his focus on “human insight” as opposed to “local insight.”

With more than 40 percent of non-Saudis living in the Kingdom, Alamo told Arab News that the Saudi Sports for All Federation targeted everyone when crafting their campaigns to encourage physical activity.

“With that, we need to understand who is in the Kingdom, and from a recent study, it showed that 42 percent of the Kingdom are not Saudis,” he said. “When we craft our campaigns or our communication we want to make an impact in the Saudi population, and people living in Saudi.”

Before creating a marketing strategy, SFA will research and developed a program that  takes into account the different levels of physical activity within the Kingdom — active, semi-active, and inactive. 

“We try, in SFA, with all our programs to cater to everyone in the Kingdom, because our target audience is everyone in the Kingdom.”

Since SFA’s restructuring in 2018 to increase the ratio of individuals exercising at least once a week to 40 per cent by 2030, the federation had seen a positive reaction from the community with exponential growth in physical activity.

The “physical activity level in the Kingdom in 2018 was 13 percent ... In 2021, the physical activity level in the Kingdom reached 48 percent, which is great, and now we’re changing the targets and increasing the targets, actually, beyond 40 percent to achieve more targets in 2030.”

Since joining the SFA in 2023, Alamo has played a pivotal role in promoting and growing events, including the Riyadh Marathon, Tough Mudder, the SandClash CrossFit competition.

The session also brought together industry leaders, Najeeb Jarrar, CMO at Google MENA, Aamir Allibhoy, regional chief marketing officer @ Tim Hortons, MENA, and was moderated by Ashish Verma, global head of Bloomberg Media Studios, who all shared insights on navigating the rapidly evolving creative landscape in Saudi Arabia.

The festival will conclude with the Athar Awards ceremony on the evening of Nov. 6.


Sudan’s army chief receives Saudi deputy foreign minister in Port Sudan

Sudan’s army chief Abdel Fattah Al-Burhan receives Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan.
Updated 05 November 2024
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Sudan’s army chief receives Saudi deputy foreign minister in Port Sudan

  • During the meeting, Al-Khuraiji stressed the keenness of the Kingdom’s leadership on restoring security and stability in Sudan

RIYADH: Sudan’s army chief Abdel Fattah Al-Burhan received Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan on Tuesday.

During the meeting, Al-Khuraiji stressed the keenness of the Kingdom’s leadership on restoring security and stability in Sudan.

The minister’s visit to the country comes as part of the Kingdom’s ongoing efforts to address the crisis in Sudan, reach a ceasefire, and restore stability to the country. 

The Kingdom continues to support the humanitarian response efforts to alleviate the suffering of the Sudanese people, Saudi Press Agency said. 


Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture

Updated 05 November 2024
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Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture

  • It shows how the role of the camel evolved from essential means of transport and provider of resources to a cultural icon embodying the Kingdom’s values

PARIS: The Saudi pavilion at UNESCO’s Arab Week event in Paris this week featured a showcase of the Kingdom’s deep-rooted connection to camel culture.

It explored the role of the animals as a vital part of the nation’s heritage, identity and civilization, and offered a glimpse into their enduring place in society, the Saudi Press Agency reported on Tuesday.

The exhibits showed how the role of the camel has evolved from essential means of transport and provider of resources to a cultural icon that embodies the Kingdom’s values, and the ways in which camels are embedded in Saudi customs, traditions and literature, including poetry and proverbs.

The Saudi Ministry of Culture designated 2024 “The Year of the Camel” to highlight and reinforce the status of the animal as a national symbol and cornerstone of the Arabian cultural identity. Camels are regularly celebrated across the country through dedicated festivals, race events, clubs and research centers.

UNESCO’s Arab Week, which features 22 Arab nations, was initiated by Saudi Arabia. Guests at the official opening of the event on Monday included Saudi envoys, ambassadors representing other nations, Arab and other international diplomats stationed in France, and officials from UNESCO.


AI makes media industry more efficient and drives growth, expert says

Martin Sorrell, founder and executive chairman of S4 Capital, speaks to Arab News at the Athar Festival of Creativity.
Updated 05 November 2024
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AI makes media industry more efficient and drives growth, expert says

  • Martin Sorrell: ‘AI speeds up writing processes, increasing efficiency’
  • New tech allows for increasingly personalized content

RIYADH: Artificial intelligence is being used more effectively and efficiently to drive higher economic development in the media industry, said Martin Sorrell, founder and executive chairman of S4 Capital.

At a panel session at the Athar Festival of Creativity Sorrell described how media agencies, such as S4 Capital and its subsidiary, Media.Monks, are using AI in a number of ways.

One application of AI in media, he said, is in “speeding the execution of copywriting and visualization.”

Time to market is drastically decreasing: “What took us literally days is now taking us three hours,” he said. Yet this produces another problem because reducing the time of procurement cuts costs, but this also means it is necessary to move to a model that increases gains in outputs,” he said.

Another application is in personalizing content for consumers. Sorrell told Arab News: “Individualization, hyper personalization, are going to become more important. Knowing the consumer in excruciating detail, using data, using the signals from the platforms, using first-party data, it becomes even more important.”

Using Netflix audience feedback algorithms as an example, Sorrell pointed out that AI enables these algorithms to produce larger and more accurate quantities of output, for example, recommendations based on user profile readings.

“We charge on a per asset used basis. Price of the asset may come down, but total revenue grows because we’re using multiple assets,” he said.

A growing area is in “media planning and buying.” Sophisticated algorithms can far more efficiently choose the distribution of planning and buying than individual media planners.

Technological capital and human capital, however, go hand in hand.

“We as agencies have to validate the algorithm’s analysis. We have to make sure that the client’s money is spent in the right way.”

Another benefit of AI is its ability to improve organizational efficiency. Where organizational silos once kept departments and specializations separate, AI opens up information to the majority of users.

To maintain the emotional connection and trust of the brand-consumer relationship in a technologically driven world, according to Sorrell, understanding individual motivation is increasingly crucial.

“Insights into culture, insights into language, into custom, into belief, into family, into country, that knowledge becomes critically important, far more so in a globalized world,” he said.

The diversity and knowledge of global and local organizations are essential for the success of any company, but the value of personalization means that local knowledge may take the lead, he added.

Quoting Harvard Business School professor Ted Levitt, Sorrell continued: “because remember, consumers will consume everything in the same way everywhere.”

Advising young professionals in tech, media and other industries operating in an AI-powered future, Sorrell said that rather than stripping away opportunities from creatives, avoiding the risk of “bombarding” consumers with much of the same, AI means “creativity becomes even more important.”

Additionally, creatives need to familiarize themselves with the skills and roles that are complementary to the new world: “I think every creative should learn Chinese. I think every creative should learn Spanish, probably Arabic too … and they should learn code.”

“The skills of the ‘Mad Men’, that Don Draper had or his colleagues … are very different to what you need now.”


Saudi Arabia has launched 22 new routes this year as part of tourism drive, ACP’s CEO says

The CEO of the Air Connectivity Program Majid Khan speaks at the Umrah+ Connect event in London on Monday November 4, 2024. (AN
Updated 05 November 2024
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Saudi Arabia has launched 22 new routes this year as part of tourism drive, ACP’s CEO says

  • Kingdom has attracted 12 new airlines to date in 2024

LONDON: Saudi Arabia has launched 22 new routes from various destinations to the Kingdom this year, increasing tourist seating capacity by nearly 2 million, the CEO of the Air Connectivity Program has said.

Speaking at the Umrah+ Connect business-to-business event in London on Monday, Majid Khan said the Kingdom had attracted 12 new airlines to date in 2024.

Khan said: “There has been good expansion out of the UK. Virgin Atlantic is going to start daily flights from Heathrow to Riyadh in March; British Airways launched flights to Jeddah yesterday; Wizz Air will also be operating Gatwick to Jeddah flights daily.

“We are definitely focusing on our own carriers as well, because they are definitely our first priority; Flynas, flyadeal, Saudia, and Riyadh Air in the future.

“But we are also proactively working with international carriers in order to help us to get a higher share of inbound tourism to the Kingdom, as they have their sales and marketing channels in this part of the world.

“We know that the majority of BA travelers are not Saudis. They are actually travelers from the UK market, from their network in Europe and North America.”

Saudi Arabia has a strong, strategic location and travelers can reach more than half of the world within a six-hour flight, Khan said. He added that the ACP was working to deliver 150 million tourists to the Kingdom as part of Saudi Vision 2030.

He said: “Saudi Arabia is like one continent. We have 1,700 km of coastline, the new Maldives that’s actually the Red Sea, the two holiest sites for Muslims in the world, and mountainous regions.

“In the south we have Abha and Jazan, which I would personally call the Switzerland of Saudi Arabia. So it’s definitely an untouched wonder.”

An exhibition at the event highlighted new tourism developments in the Kingdom that British pilgrims can enjoy, including religious sites and activities that promote an understanding of Saudi cultural heritage.

Khan said the ACP was trying to revolutionize the way pilgrims travel, allowing them to holiday in the Kingdom after performing their religious rituals.

He said: “If we take the UK market, travelers typically have one Umrah ticket in their pocket to perform the minor pilgrimage with their family and friends. They then come back again to the UK, and have a separate ticket to either Dubai, Istanbul, or Malaga.

“This is something we would like to change. Travelers can perform Umrah, see the sacred places, and then save their tickets and continue to travel around the Kingdom. That’s the way we try to position Saudi Arabia.”

Rashid Mohammed, the organizer of Umrah+ Connect, said that Monday’s event had provided an opportunity for Umrah travel agents to network and grow their businesses.

Rashid Mohammed, the organizer of Umrah+ Connect (fourth from right), poses with the team from the Pilgrim Experience Program. (Umrah+ Connect)

Mohammed said: “We’ve brought you a diverse experience here in London, and it’s for you to use these tools, through connecting with people, to create packages that enhance and enrich pilgrim experiences.

“We’re also grateful for the support of the Ministry of Hajj and Umrah, and the Umrah and Ziyarah Forum, who are here today and have really backed us to put on this show.”