An international marketing campaign for the “Made in Saudi” initiative will soon hit global markets and last till the end of Q2 2022, official information obtained by Asharq Al-Awsat revealed.
The promotion drive will roll out in priority markets as of Q4 2021.
In late March, Bandar bin Ibrahim al-Khorayef, Saudi Arabia’s Minister of Industry and Mineral Resources and Chairman of the Saudi Exports Development Authority, launched the “Made in Saudi” program under the patronage of Crown Prince Mohammed bin Salman.
The initiative looks to support national products and increase their competitiveness both at home and abroad, as well as raising awareness of, and confidence in, their general level of high quality.
“Made in Saudi” is also considered a fundamental driver to achieve the economic goals of the Kingdom’s Vision 2030 program to diversify the nation’s income sources away from oil and oil-based products and improve and enhance the status of Saudi products.
It aims to promote a “culture of loyalty to the national product,” al-Khorayef confirmed when he announced the initiative.
The minister added that “Made in Saudi” is essential because it contributes to changing the stereotype that the Kingdom is a country that heavily relies on oil exports to a country with a large national market that includes many different products.
He explained that it would support creating an industrial identity featuring government and private agencies that joined forces to make this identity one of the main pillars for the Kingdom to become a pioneering industrial powerhouse.
According to the minister, this goal will be realized under the directives of King Salman and Crown Prince Mohammed bin Salman.
Al-Khorayef pointed out that goals like stimulating local investments, attracting foreign investments, creating job opportunities, enhancing export capacity, improving the balance of payments, expanding the state’s economic base, and increasing the GDP have made confidence in the national product an “urgent necessity.”