Snap Inc. has unveiled the Kingdom’s first AR-powered “Snap Souq,” an immersive Ramadan experience inspired by Najdi heritage and traditional Saudi marketplaces, bringing a culturally rooted digital souq to life through the Snapchat camera.
Announced in Riyadh on February 24, the experience is designed specifically for Saudi Arabia, reimagining the traditional souq in augmented reality at a time when digital engagement and consumer spending surge during the Holy Month. The company said Snapchat reaches more than 25 million monthly active users in the Kingdom, where consumer spending typically rises by around 35% during Ramadan.
Drawing on Najdi architectural design and the spirit of Saudi gatherings, Snap Souq transports users from a Selfie Lens into an interactive virtual marketplace unlocked by a digital key. The AR environment features kiosks and gamified touchpoints that echo the customs of a traditional souq, allowing users to explore products in an immersive setting. The launch also responds to growing interest in augmented reality, with 84% of users in Saudi Arabia expressing interest in using AR to engage with products before making a purchase.
Abdulla Alhammadi, Managing Director, KSA at Snap Inc., said: “With 7 in 10 Snapchatters turning to the platform for inspiration during Ramadan, the holy month continues to be a defining period for digital engagement in Saudi Arabia. As planning behaviours evolve, our focus is on developing experiences that reflect how people navigate culturally significant moments. Snap Souq builds on these insights, translating traditional settings into digital environments that align with how Snapchatters engage with our platform during this time.”
Participating brands include Nice One (perfumes and oud), Abdul Latif Jameel (cars), Rama Clinics, and Stars Smile (beauty).
Mohammed Bouarib, Regional Creative Strategy and Innovation Lead at Snap Inc., said: “The Snap Souq represents how AR can be used to reinterpret familiar cultural spaces, through the power of digital design. By introducing a Najdi-inspired souq on our platform, we’re creating an experience that blends tradition with contemporary technology in a way that feels intentional and grounded. More than a digital destination, Snap Souq is designed as a platform where every Saudi Snapchatter can feel a sense of home, nostalgia, and belonging, inviting them to explore and discover within a culturally inspired environment.”
Snap Souq will be accessible via the Lens Explorer and carousel feature on Snapchat from the first day of Ramadan through the first week of Eid Al-Fitr, as the company continues to invest in locally tailored digital experiences for Saudi audiences.
