New Murabba to bring Riyadh’s visionary downtown to life

New Murabba to bring Riyadh’s visionary downtown to life
The MoU to create New Murabba — the world’s largest, modern downtown — was signed by NMDC CEO Michael Dyke and TDF CEO Qusai bin Abdullah Al-Fakhri.
Short Url
Updated 03 March 2024
Follow

New Murabba to bring Riyadh’s visionary downtown to life

New Murabba to bring Riyadh’s visionary downtown to life

New Murabba Development Company has signed an MoU with the Tourism Development Fund to spearhead the transformation of Riyadh. The agreement will see the two entities work closely together to create New Murabba: the world’s largest, modern downtown, serving as a model for future urban development and contributing toward Riyadh city’s evolution, in line with Vision 2030.

NMDC’s strategic partnership with TFD aims to fulfill Saudi Arabia’s potential as a leading investment destination — a go-to tourism and hospitality hotspot distinguished by a thriving tech ecosystem, an enabling business environment and a diverse and welcoming society.

The MoU was signed by NMDC CEO Michael Dyke and TDF CEO Qusai bin Abdullah Al-Fakhri. As part of the agreement, TDF will provide direct financing opportunities — in collaboration with its network of partners and contracted investors.

Al-Fakhri said: “We are pleased to have partnered with the New Murabba Development Company to bring this bold undertaking to life, an innovative undertaking that will enhance Riyadh’s status on the global stage as one of the commercial and financial capitals of the world. This is a future-focused partnership that extends our efforts to work in a fully aligned manner with the private sector to create a greater, more prosperous Saudi Arabia.”

He added: “In line with Vision 2030 and the National Tourism Strategy, our agreement with New Murabba Development Company marks the beginning of an exciting new chapter for Riyadh, one that adds to the richness of the Kingdom’s inspiring story of transformation. Together, we aim to create a modern downtown in the Saudi capital that provides even greater access to exceptional living, working and entertainment experiences. Representing the very best of Saudi excellence, we believe New Murabba will attract tourists — as well as investors — to the Kingdom, and improve citizens’ and residents’ quality of life.”

NMDC CEO Dyke said: “New Murabba will be a gateway to the future. We are confident that our partnership with TDF will enable us to play a transformative role in diversifying sources of income for the Saudi economy, aligning seamlessly with the objectives of Vision 2030. Together, we will create groundbreaking opportunities that will elevate the Saudi tourism landscape and drive New Murabba to the forefront of global innovation.”

He added: “Reflecting our commitment to the community and the environment, New Murabba has been designed in accordance with internationally established best practices and sustainability standards, incorporating green spaces, providing an extensive network of walking paths and promoting healthy living. Our goal is to make New Murabba a truly exceptional place to live, work, play, and visit. We will offer convenient access to a wide range of amenities and experiences that will enhance the lives of residents and visitors, fostering a sense of security and well-being. Accessibility is also a top priority for us, with New Murabba being just 20 minutes away from King Khalid International Airport by car. The Mukaab — a new architectural wonder — will, of course, serve as the centerpiece of New Murabba, redefining Riyadh’s skyline from the outside, while presenting a truly jaw-dropping experience within the inside.”

Established in 2022, NMDC is wholly owned by the Public Investment Fund, with its board of directors being chaired by Crown Prince Mohammed bin Salman.


Kaplan expands MENA footprint with new regional HQ in Riyadh

Kaplan expands MENA footprint with new regional HQ in Riyadh
Updated 22 February 2025
Follow

Kaplan expands MENA footprint with new regional HQ in Riyadh

Kaplan expands MENA footprint with new regional HQ in Riyadh

Kaplan, a global educational services company that helps individuals and institutions advance their professional goals in an ever-changing world, is expanding its footprint across the MENA region, with a licensed regional headquarters in Riyadh, uniting multiple Kaplan businesses under one business structure. This integrated service model will create a gateway in the Middle East for Kaplan’s global education and training offerings.

The Middle East, with Saudi Arabia at the forefront, is rapidly becoming a pivotal market for global education providers. This surge is driven by the Kingdom’s dedication to developing human capital, localizing its workforce, and fostering international partnerships within the education sector at all levels. Under the strategic Vision 2030 initiative, Saudi Arabia is making substantial investments in education and skills training. Additionally, the Kingdom is actively creating a business-friendly environment for international companies. Through the Ministry of Investment of Saudi Arabia, the government has streamlined processes and provided incentives to attract foreign investors. This commitment positions the Kingdom as an ideal destination for Kaplan’s expanded educational services.

With a prospering population and a growing appetite for globally recognized qualifications, Saudi Arabia offers immense opportunities for professional development and career growth. Kaplan seeks to contribute to this dynamic landscape and support the Kingdom’s vision.

Basil Hanna, managing director of Kaplan Middle East and North Africa, said: “With five offices across the MENA region, we offer seamless access to a full range of training, education, and workforce solutions — ensuring efficiency, expertise, and the highest quality service.

“With Kaplan’s investment in the region, we will continue to be trusted advisers for both the public and private sectors in identifying industry needs and addressing them through our extensive suite of training and education offerings aimed at supporting the Kingdom’s mission to build local workforce capacity.”

He added: “Kaplan’s contribution goes beyond providing education and training programs. We have been a key ally to SMEs, driving innovation in the ed-tech and recruitment industries while collaborating with over 100 domestic organizations.”

Kaplan offers bespoke professional training that includes finance, business skills, leadership, behavioral and digital transformation training and also “Graduate Development Programs,” delivered to some of the most prestigious organizations in the Kingdom.

Kaplan’s language business will now also be increasing its regional presence by serving the academic, professional and government sectors with tailored language solutions varying from assessment to both digital and in-person instruction. Students wishing to improve their English language will continue to receive support to find the right location for them at one of Kaplan’s 30 schools in the US, UK, Canada and Ireland, ensuring diverse international student cohorts in an international environment.

In addition to Riyadh, Kaplan’s other offices in the region are in Dubai (two locations), Abu Dhabi, and Cairo.


New AlSafi dairy campaign reaches out to Gen Z

New AlSafi dairy campaign reaches out to Gen Z
Updated 22 February 2025
Follow

New AlSafi dairy campaign reaches out to Gen Z

New AlSafi dairy campaign reaches out to Gen Z

Saudi dairy brand AlSafi has launched its latest campaign “TaMoo Tabee3y,” a bold and playful initiative designed to engage Generation Z through humor, authentic experiences, and the unique taste of its dairy products. The campaign introduces the tagline “TaMoo Tabee3y,” emphasizing superior taste, natural ingredients, and a fun, youthful brand identity.

For the campaign, AlSafi differentiates itself by leveraging creative storytelling, TikTok trends, and pop culture references to make dairy exciting and relevant. The campaign creates deep engagement with Saudi youth through a variety of interactive elements. Additionally, AlSafi has introduced the TaMoo Tabee3y video series, a collection of humorous clips showcasing spontaneous and exaggerated reactions to the rich and natural taste of its products, aligning with Gen Z’s love for memes and viral content.

To further amplify its reach, the campaign includes partnerships with digital influencers and lifestyle content creators, with more than 60 influencers participating across social media. AlSafi has also partnered with X, Facebook, Snapchat and YouTube platforms to further promote the campaign. In addition, the company has collaborated with Shahid, integrating its products in scenes from the series “Autumn of the Heart,” which began airing on Feb. 9, strengthening the brand’s presence in a seamless and engaging way.

“AlSafi has always been dedicated to delivering the best-tasting dairy products, and with ‘Moo Tabee3y,’ we’re embracing a fresh and modern approach to connect with Gen Z in a way that feels real and entertaining,” said Tamer Elrafie, vice president, CMO for AlSafi-Danone.

In addition to digital activities, AlSafi is hosting live popup events at major venues across Riyadh, Jeddah and Dammam, such as at the Boulevard World, gyms and universities, where consumers can enjoy interactive experiences and exclusive product samplings. Additionally, the campaign integrates modern Saudi culinary trends by collaborating with local chefs to develop traditional recipes with a contemporary twist using AlSafi products. This initiative not only celebrates the brand’s commitment to quality but also aligns with Saudi Arabia’s evolving food culture.


World Defense Show announces larger, tech-focused 2026 edition

World Defense Show announces larger, tech-focused 2026 edition
Updated 22 February 2025
Follow

World Defense Show announces larger, tech-focused 2026 edition

World Defense Show announces larger, tech-focused 2026 edition

The World Defense Show, founded by the General Authority for Military Industries in Saudi Arabia, revealed several new features to be implemented at its upcoming third edition in 2026, under the theme, “The Future of Defense Integration.” The details of the show, including the expansion of the venue space, were announced at IDEX 2025 on Feb. 18 in Abu Dhabi.

To be held from Feb. 8-12, 2026 in Riyadh, WDS will showcase the latest advancements in defense technologies across all five defense domains — air, land, sea, space, and security. Building on the success of its two prior editions, WDS 2026 will bring together global defense stakeholders to further foster collaboration, innovation, and international partnerships to strengthen global defense capabilities. WDS contributes to Saudi Arabia’s growth in the defense sector and is aligned with the goals of Saudi Vision 2030 to localize 50 percent of defense spending in the Kingdom.

WDS 2026 will span 273,000 square meters of exhibition space, including a new fourth hall. Since its inception in 2022, the area of exhibition stands has seen a considerable 58 percent growth. WDS 2026, in its third edition, is set to be even bigger and has received global participation with 65 percent of exhibition stands already sold.

Attendees can experience several world-class features, take part in strategic networking opportunities, engage in discussions on crucial topics transforming the defense landscape, and view dynamic live and static displays at the expanded 2026 venue.

Andrew Pearcey, CEO of WDS, said: “We are excited to announce that WDS 2026 is surpassing the success of the previous edition. The 2026 show will be larger in size and expanded in scope, with increased international and local participation, expanded exhibition space, and a stronger focus on technological advancements, zooming in on unmanned systems and naval. WDS has introduced a range of important new features to promote further integration across the full spectrum of defense operations and deliver attendees another unmatched experience.”


LuLu Walkathon celebrates Saudi Founding Day

LuLu Walkathon celebrates Saudi Founding Day
Updated 22 February 2025
Follow

LuLu Walkathon celebrates Saudi Founding Day

LuLu Walkathon celebrates Saudi Founding Day

LuLu Saudi Hypermarket hosted LuLu Walkathon on Feb. 15 to commemorate Saudi Founding Day. 

The event, held at the picturesque New Corniche in Alkhobar, was a vibrant gathering that not only celebrated a significant national occasion but also emphasized the importance of sustainable development as a cornerstone of the Kingdom’s future. 

The three-kilometer walk took place under the patronage of the Ministry of Sports and Alkhobar Municipality attracted a diverse group of passionate participants, with a focus on promoting health and honoring the rich national heritage. 

With 2025 being designated as the “Year of Handicrafts,” the Walkathon mascot was Saaf—a mat symbolizing the Kingdom's heritage and the vision of promoting handicraft, which became a crowd favorite, offering an engaging photo opportunity.

The walk was officially launched by Tariq Al Qahtani from the Ministry of Sports, who marked the occasion with the ceremonial firing of the racing pistol. 

The flag off not only added energy to the event but also inspired the participants, motivating them to embrace fitness and resilience.

The festivities were further enriched by a captivating Ardah performance, paying tribute to the Kingdom's cultural heritage, and a Sea Show and Sway Pole Dance that added a fun, recreational element to the proceedings. 

The event was made possible through the generous support of key sponsors and partners.

"We are extremely proud to have organized such a significant event, the Lulu Walkathon, on Saudi National Day, which not only promotes fitness and resilience but also reinforces our commitment to sustainable development," said Yusuffali M.A, chairman of Lulu Group.

Prominent sponsors included MasterCard and Nestlé, while PVM (Mentos) served as the refreshment partner. 

The safety and well-being of attendees were assured through the collaboration with the Saudi Red Crescent Authority and RPM.

 The event also enjoyed media coverage, thanks to Radio Mirchi as the Radio Partner and Faden Media and Alyaum as Media Partners. Special mention must also be made of Al Qadsiyah, the esteemed football club, whose participation added excitement to the occasion. 

The LuLu Walkathon 2025 was an excellent platform for LuLu Hypermarket to underscore its commitment to sustainability. 

Participants were provided with comprehensive kits and goodie bags that included T-shirts, caps, wristbands, and water — all courtesy of LuLu Hypermarket. 

The event route, managed by LuLu staff, ensured a seamless experience for all. Attendees were encouraged to share their thoughts on Saudi Handicrafts and their experiences with Saaf on social media using the hashtag #LuLu_Khobar_Walkathon, with the most popular post receiving a special prize.

Alongside the walk, attendees enjoyed an array of food and beverages from dedicated refreshment stalls. The event concluded with an exciting raffle draw, offering a range of prizes, including the Samsung S25 Ultra,  health tracking bands, bicycles, and other unique accessories.

Other prominent names from Lulu Management who attended the event included Shemim Mohammed, director of Lulu KSA; Muhammad Ahmad Abdul Jalil Bubushait, executive manager; Zaid Al Subaie, administration manager; and Moiz Nuruddin- regional director Eastern Province; and Hatim Mustansir, regional director of Central Province.

  

 


Jordan’s PM welcomes secretary-general of Digital Cooperation Organization

Jordan’s PM welcomes secretary-general of Digital Cooperation Organization
Updated 21 February 2025
Follow

Jordan’s PM welcomes secretary-general of Digital Cooperation Organization

Jordan’s PM welcomes secretary-general of Digital Cooperation Organization

Dr. Jaafar Abdul Fattah Hassan, prime minister and minister of defense of Jordan, received Deemah bint Yahya AlYahya, Secretary-General of the Digital Cooperation Organization and other officials participating in the fourth general assembly of the DCO, which was held on Wednesday in Amman. 

The Jordanian Prime Minister welcomed the attending delegations, praised the vital role played by the DCO in enhancing cooperation among member states, supporting digital transformation, and enabling the digital economy to achieve sustainable development goals. 

He also emphasized the significance of this meeting, hosted by Jordan, amidst the rapid digital transformations occurring worldwide.

The meeting was attended by distinguished heads of delegations, including Dr. Nicodemos Damiano, deputy minister for research, innovation, and digital policy – Cyprus; Mariam Hamdo Ali, minister of digital economy and innovation – Djibouti;  Omar Al-Omar, minister of state for communication affairs – Kuwait;  Amal Al-Falah Sagrouchni, minister of digital transformation and administrative reform – Morocco;  Said Al-Maawali, minister of transport, communications, and information technology – Oman;  Shaza Fatima Khawaja, minister of information and communication technology – Pakistan; Ahmed Al-Soyyan, governor of the Digital Government Authority – Saudi Arabia;  Zhaslan Madiev, minister of digital development, innovations, and aerospace industry – Kazakhstan;  Krzysztof Kamil Jaukowski, deputy prime minister and minister of digital affairs – Poland; and Alberto Rodriguez da Silva, minister of state for modernization and digitalization – Portugal. 

AlYahya expressed her gratitude to the Jordanian government for hosting the Fourth General Assembly, affirming that this gathering marks a pivotal milestone in digital cooperation among member states.

"We are witnessing an unprecedented digital transformation that necessitates collective efforts to enhance digital opportunities and empower societies to fully benefit from modern technologies. Our meeting today in Jordan reflects our shared commitment to fostering a thriving, inclusive digital environment that creates sustainable economic opportunities aligned with future demands,” she said. 

She added: "Through the Digital Cooperation Organization, we strive to unify efforts to empower digital innovation and entrepreneurship, ensuring digital inclusivity for all, with a particular focus on supporting youth and women in the digital economy. 

“This summit represents a key step toward realizing our ambitious vision of building a sustainable digital economy that benefits all member states and global communities. 

“Jordan’s leadership of the DCO Council in 2024 has significantly enhanced the organization's impact and strengthened its international relations with the global community."

The Fourth General Assembly of the DCO coincides with intensified global efforts to strengthen the digital economy. The meeting concluded with a reaffirmation of the member states’ commitment to fostering joint cooperation and supporting the organization's initiatives to achieve its ambitious vision of building an inclusive and sustainable digital economy.