Katch How International Brands Are Successfully Tapping into the Saudi Market

1st July, 2025 | Communication, Hospitality, Marketing

by - Beth Laverty

The Kingdom is the GCC market on every PR agency’s radar, home to a diversifying economy under the ambitious Saudi Vision 2030 and a dynamic population of consumers craving unique experiences and culturally relevant brands

Cracking the Saudi market isn’t as straightforward as you might think. For years, international brands have sauntered into the Kingdom with nothing more than a translated tagline and some local imagery – evidently, most of them flopped. Translation is merely the tip of the iceberg, and resonating with local audiences requires brands to dig much deeper.

The team at Katch has grown deep roots in the region and worked with numerous Saudi clients over the years, with our HQ in Dubai and an office in Riyadh. Even though they share the same region, language, and are just a two-hour flight away from each other, our strategy for each country is still vastly different. So, you can only imagine the culture shock when an international brand tries its hand at entering the market.

With that said, let’s take a look at what makes Saudi consumers tick and the international brands that have successfully cracked the code.

Beyond Translation

You know how we said PR strategies vary greatly between the UAE and Saudi Arabia? Well, the same applied within the Kingdom itself. The nation is made up of a mix of regions, dialects, and generational attitudes, as well as a growing expat community that further adds to the mix.

Therefore, brands must carefully consider each audience. Younger Saudis are redefining expectations in the region, with many seeking more than just surface-level localisation and favouring brands that adapt messaging to align with local humour, traditions, and values while still feeling modern. Of course, tailoring campaigns to the traditional Saudi audience remains key, but brands must also account for a diversifying population with many international residents now residing in Saudi Arabia for work.

One brand that has successfully entered the Saudi market and struck a chord with younger locals, in particular, is adidas. Rather than relying on third parties, they set up a dedicated subsidiary in 2023, allowing them to truly immerse themselves in the local scene. Moulding to local tastes through modest wear collections and celebrating tradition with Ramadan capsules and an appearance at Riyadh Fashion Week, adidas has shown it understands the rhythm of the Kingdom.

Embracing Saudi Culture

In PR, it’s never one size fits all, and as we’ve said, brands that come into the Kingdom hoping to get by with any regular global campaign are in for a rude awakening. While Saudi Arabia embraces modern innovations and strategic growth, as seen through Saudi Vision 2030, the Kingdom remains grounded in its values. In fact, the nation is currently witnessing a surge in national pride, giving brands the opportunity to leverage Saudi-first narratives in their campaigns.

Four Seasons opened its first Saudi hotel in Riyadh in 2003 and has since grown and evolved hand-in-hand with the Kingdom. Over two decades later, Four Seasons Hotel Riyadh at Kingdom Centre remains a favoured destination for locals, having taken the time to truly understand the Saudi market. The 150 million dollar renovation in 2022 is a perfect example, integrating in-room technology such as automated curtains and lighting systems, iPads, smart TVs, Bose Bluetooth speakers, and smart makeup mirrors.

Additionally, the reimagined rooms and suites feature artwork selected in partnership with philanthropic foundation Alwaleed Philanthropies, chaired by HRH Prince Alwaleed bin Talal, which focuses on celebrating local craftsmanship. The result is a property that seamlessly balances the local market’s appreciation for innovation and culture.

Building on the legacy of Four Seasons Hotel Riyadh at Kingdom Centre, the brand is already working on further expanding its footprint in the region with several destinations scheduled to open in the next few years. With locations set to launch in The Red Sea, AMAALA Triple Bay, Diriyah, Jeddah, and beyond, each property will uphold the brand’s signature world-class hospitality while embracing Saudi heritage.

Speak Digital

Saudi Arabia is becoming an increasingly tech-forward nation, with digital strategies playing a vital role in any campaign. Notably, the Kingdom has one of the highest social media penetration rates globally, with platforms like Snapchat, TikTok, and X considered a part of daily life. Therefore, partnering with local influencers and targeting relevant social media platforms can give brands a real edge.

The Kingdom’s e-commerce is equally as powerful, with a growing tech-savvy population and the pandemic driving the shift to online shopping. Amazon made its debut back in 2017 by snapping up Souq.com and wasted no time making itself at home. By tailoring its platform to local preferences, offering a massive product range, and backing it all up with speedy deliveries, Amazon quickly became a go-to for shoppers across the Kingdom.

Noon also launched in 2017 and has been on a roll ever since, using Arabic as its default interface and tapping into the wants and needs of Saudi consumers. Add to that a smart marketing game, solid delivery networks, and plenty of choice, and it’s no wonder the platform pulled in nearly $291 million in sales in 2022.

Overall, Saudi Arabia isn’t the easiest market to break into, but once you’re in, you’ve got a loyal, dynamic, and enthusiastic audience with serious spending power behind you. The brands that thrive are the ones that truly take the time to understand local tastes on every level. Sure, sleek campaigns and polished visuals go a long way, but what really resonates is a brand that doesn’t just speak the language, it speaks the culture.

For more related updates and to Katch us covering similar topics, watch this space!

Katch our game-changing PR and Communications, Social Media, Branding and Design, Brand Consultancy, ESG, and Global Communications services to help your brand make noise. Get in touch with our 360-Marketing Consultancy in Dubai, Qatar, Saudi Arabia, and London, and let’s get the conversation started!