RIYADH: The 17th Klija Festival in Buraidah drew more than half a million visitors during its 15-day run, celebrating the region’s heritage and entrepreneurial spirit.
Organized by the Qassim Chamber of Commerce, the event highlighted small businesses, providing a platform for entrepreneurs to showcase local products.
More than 340 sales outlets, marketing corners and points of sale welcomed attendees, while the festival provided 1,500 seasonal job opportunities, the Saudi Press Agency reported.
The small business pavilions featured families in the cottage industry, artisans and startups presenting traditional foods, and handicrafts and heritage items that reflect the region’s identity.
Participants said that the festival was a key marketing platform, boosting sales, increasing brand awareness, facilitating knowledge exchange and fostering connections with organizations supporting SMEs.
Mohammed Al-Hanaya, Qassim Chamber secretary-general and festival supervisor, said that the event brought together families, artisans, SMEs, companies and institutions, stimulating commercial activity, opening direct marketing channels and enhancing economic returns.
He added that the festival provided seasonal jobs for more than 1,500 young men and women across operations, marketing and services, supporting the labor market, empowering national talent, and connecting youth to the events and creative economy.
Klija, a traditional cookie made from wheat flour, dates or sugar, date syrup and natural ingredients such as cardamom and lemon, is a rich source of energy, carbohydrates, dietary fiber and natural proteins.
A cultural icon rooted in Qassim’s traditions, the cookie has gained international exposure through the festival, expanding the availability of packaged products.
Starting next year, the festival will be renamed the International Klija Festival, a rebranding approved by Qassim Gov. Prince Faisal bin Mishaal, who described it as a “successful model for turning local initiatives into global economic engines.”
This year’s festival, held at the King Khalid Cultural Center, included international participants from Egypt, Turkiye and Morocco, marking its evolution into a cross-cultural platform.
