Snap launches AR Souq in Saudi, expands regional AR Ramadan Mall

Snap Souq is only available in Saudi Arabia, while the AR Ramadan Mall is available across the Middle East. (Supplied)
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Updated 27 February 2026
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Snap launches AR Souq in Saudi, expands regional AR Ramadan Mall

  • Snap Souq features Najdi-inspired design and interactive brand activations
  • The mall returns for fifth year with new ‘districts’

DUBAI: Snap has launched the Snap Souq, an augmented reality experience designed to resemble a traditional Saudi souq, for the Ramadan season.

Snapchat users can access the virtual souq, which features Najdi architectural design, through a selfie lens that provides a digital key.

“For many of us, our strongest Ramadan memories are tied to evenings spent together, gathering, exploring, and discovering something new. Those moments shape how we connect, and that sense of discovery is deeply cultural,” said Abdulla Al-Hammadi, managing director for Saudi Arabia at Snap Inc.

He told Arab News the Snap Souq used “technology to scale that feeling without losing its essence, bringing discovery into a digital space that feels natural to today’s audiences.”

Each brand kiosk has a different design and features interactive gaming elements aimed at increasing user interaction beyond product browsing.

Although users cannot shop directly within the AR experience, Snap said the launch highlights the “importance of culturally aligned digital experiences” during Ramadan, as spending in the Kingdom typically increases by 35 percent during this period. Some 84 percent of users in the Kingdom have expressed interest in using AR to engage with products before purchasing, according to the company.

Brands taking part include NiceOne, Abdul Latif Jameel, Rama Clinics and Stars Smile.

“By reimagining the traditional Saudi souq through the Snapchat camera, we created a space where heritage, community, and modern discovery come together naturally,” said Al-Hammadi.

Snapchat has also brought back its AR Ramadan Mall for the fifth year. In 2025, the experience reached 16.8 million shoppers, driving a 30 percent increase in engagement time year-on-year.

This year, the mall includes five “districts,” each dedicated to a specific sector.

The new format is based on data obtained over several years and allows each category to have its own AR environment, creating a more focused and contextual approach to brand engagement.

“This approach moves away from a one-size-fits-all structure and instead supports deeper engagement by giving people the freedom to spend time in spaces that align more closely with what they are looking for,” explained Mohammed Bouarib, regional creative strategy and innovation lead at Snap Inc.

The mall features 11 brands across five categories — luxury, automotive, food and beverage, self-care and retail. They include YSL Beauty, Dolce & Gabbana, Roberto Cavalli, Nespresso, Puck, Neutrogena, Sensodyne, Centrum, Al‑Futtaim BYD & Denza, and MAX.

Snap Souq is only available in Saudi Arabia, while the AR Ramadan Mall is available across the Middle East. Both can be accessed through the Lens Explorer and the carousel feature on Snapchat until the first week of Eid.


Disinformation the new enemy in disaster zones, says Red Cross

Updated 05 March 2026
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Disinformation the new enemy in disaster zones, says Red Cross

  • “Harmful information and dehumanizing narratives” undermines humanitarian aid and putting lives of aid workers at risk
  • Between 2020 and 2024, disasters affected nearly 700 million people, displaced over 105 million, and killed more than 270,000 — doubling the number in need of humanitarian aid

GENEVA: The rise of disinformation is undermining humanitarian aid and putting lives at risk, while disasters are affecting ever more people, the Red Cross warned Thursday.
“Between 2020 and 2024, disasters affected nearly 700 million people, caused more than 105 million displacements, and claimed over 270,000 lives,” the International Federation of Red Cross and Red Crescent Societies said.
The number of people needing humanitarian assistance more than doubled in the same timeframe, the IFRC said in its World Disasters Report 2026.
But the world’s largest humanitarian network said that “harmful information and dehumanizing narratives” were increasingly undermining trust, putting the lives of aid workers at risk.
“In polarized and politically-charged contexts, humanitarian principles such as neutrality and impartiality are increasingly misunderstood, misrepresented or deliberately attacked online,” it said.
The IFRC has more than 17 million volunteers across more than 191 countries.
“In every crisis I have witnessed, information is as essential as food, water and shelter,” said the Geneva-based federation’s secretary general Jagan Chapagain.
“But when information is false, misleading or deliberately manipulated, it can deepen fear, obstruct humanitarian access and cost lives.”
He said harmful information was not a new phenomenon, but it was now moving “with unprecedented speed and reach.”
Chapagain said digital platforms were proving “fertile ground for lies.”
The IFRC report said the challenge nowadays was no longer about the availability of information but its reliability, noting that the production and spread of disinformation was easily amplified by artificial intelligence.

- ‘Life and death’ -

The report cited numerous recent examples of harmful information hampering crisis response.
During the 2024 floods in Valencia, false narratives online accused the Spanish Red Cross of diverting aid to migrants, which in turn fueled “xenophobic attacks on volunteers,” the IFRC said.
In South Sudan, rumors that humanitarian agencies were distributing poisoned food “caused people to avoid life-saving aid” and led to threats against Red Cross staff.
In Lebanon, false claims that volunteers were spreading Covid-19, favoring certain groups with aid and providing unsafe cholera vaccines eroded trust and endangered vulnerable communities, the IFRC said.
And in Bangladesh, during political unrest, volunteers faced “widespread accusations of inaction and political alignment,” leading to harassment and reputational damage, it added.
Similar events were registered by the IFRC in Sudan, Myanmar, Peru, the United States, New Zealand, Canada, Kenya and Bulgaria.
The report underlined that around 94 percent of disasters were handled by national authorities and local communities, without international interventions.
“However, while volunteers, local leaders and community media are often the most trusted messengers, they operate in increasingly hostile and polarized information environments,” the IFRC said.
The federation called on governments, tech firms, humanitarian agencies and local actors to recognize that reliable information “is a matter of life and death.”
“Without trust, people are less likely to prepare, seek help or follow life-saving guidance; with it, communities act together, absorb shocks and recover more effectively,” said Chapagain.
The organization urged technology platforms to prioritize authoritative information from trusted sources in crisis contexts, and transparently moderate harmful content.
And it said humanitarian agencies needed to make preparing to deal with disinformation “a core function” of their operations, with trained teams and analytics.