An engaging AR experience inspired by Najdi heritage, bringing the spirit of the Saudi souq to life through the Snapchat camera

Riyadh, KSA – February 24, 2026: This Ramadan, Snap introduces its first-ever Snap Souq, an augmented reality experience designed specifically for the Kingdom. Inspired by the spirit of the traditional souq, the experience reimagines digital discovery through a culturally rooted lens, reflecting how communities across the Kingdom connect, engage and explore during the Holy Month.

Building on Snapchat’s strong presence in Saudi Arabia, where the platform reaches over 25 million monthly active users, Snap Souq launches at a time when consumer spending in the Kingdom typically rises by around 35% during Ramadan, underscoring the importance of culturally aligned digital experiences during this period.

Inspired by local architecture, traditional souqs, and the spirit of togetherness that defines Ramadan, Snap Souq reimagines the familiar souq experience through the Snapchat camera. Drawing on Najdi architectural design and the atmosphere of Saudi gatherings, the experience reflects the growing demand for interactive discovery, with 84% of users in KSA expressing interest in using AR to engage with products before purchasing.

At the heart of the experience is a digital key that unlocks access to a Saudi-inspired souq. Snapchatters are transported from a Selfie Lens into an immersive space shaped by architectural details and visual elements drawn from Najdi heritage. More than a conventional shopping destination, Snap Souq introduces digital kiosks and playful interactions that echo the customs of the Saudi souq, allowing audiences to explore and discover the souq through augmented reality during Ramadan.

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 within the experience include:

  • NiceOne | Perfumes and Oud
  • Abdul Latif Jameel | Cars
  • Rama Clinics | Beauty
  • 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.”

By continuing to invest in locally tailored experiences for the Kingdom, Snap reinforces its commitment to building formats that reflect how communities gather, celebrate, and express themselves during cultural moments. As technology becomes increasingly integrated into everyday life, Snap remains focused on crafting tailor-made solutions that feel contextually relevant to Saudi audiences while advancing the creative possibilities of its platform.

Snapchatters can experience the Snap Souq through the Lens Explorer and carousel feature on Snapchat from the first day of Ramadan until the first week of Eid Al-Fitr.