JEDDAH: Hayaku is a new initiative in AlUla that aims to educate visitors about the traditional outfits and culture of the region.
It was born from a desire to share Saudi culture in a way that feels genuine, founder Albandary Ibrahim told Arab News.
The name Hayaku was chosen because Ibrahim is originally from AlUla. In the local dialect, it means “Let’s go,” a simple, welcoming phrase that reflects encouragement to curiosity and openness to discovery.
“For me, if I want to represent culture, I need to start with my own. Using a local word was the most honest way to do that as the Kingdom is incredibly rich in dialects and expressions, and we don’t need universal names when we already have so many authentic ones,” she said.
Hayaku collaborates with local hosts to offer experiences rooted in daily life, from food and farming to crafts, nature and heritage.
Among these offerings is the traditional outfit experience in AlUla Old Town, where visitors can wear heritage-inspired local attire and connect with culture in a personal, unforced way.
AlUla Old Town was the natural starting point. “The first store was launched during AlUla Season, and the space itself is deeply personal, it’s a family property, close to my grandfather’s house and near Tantora,” she said.
“Many people know the abaya and thobe, but they don’t know what people wore 100 years ago or how attire differed by region,” Ibrahim added.
Before launching the experience, she conducted extensive research, consulting books, local experts, the Ministry of Culture and people deeply knowledgeable about heritage.
“Because much of our culture is verbal, research is essential. We were very keen to present the attires accurately and respectfully,” Ibrahim said.
All the offered outfits are based on local knowledge, historical references and real garments. Hayaku did not alter the designs, only adapting materials when necessary.
“Our goal was not to modernize the culture, but to make it more visible and accessible. We also represent attires from different regions, including the northern region, because each area has its own identity,” she added.
Starting in AlUla, Hayaku plans to expand across Saudi Arabia, highlighting each city’s unique culture, people and local identity.
Ibrahim reflected on her personal journey: “because I grew up away from AlUla, my relationship with the city was shaped by distance.
“That distance made me more aware of how often our culture is misunderstood or reduced to images. About three years ago, that feeling turned into a clear concept: not to explain AlUla, but to let people experience it in a lived, honest way.”
The inspiration for Hayaku also came from a story her co-founder, Meshal, shared. He once met tourists looking for a more personal experience.
He drove them to their grandfather’s house and farm. “It wasn’t planned or curated; it was simply lived. When he came back, he said, ‘Something happened.’ That moment made it clear to me that people don’t want explanations, they want connection.
“Culture, to me, is a way of living. It’s part of our everyday life: how we eat, how we drink coffee, how we gather, and how we welcome people,” she said.
Hayaku’s marketplace allows local hosts to offer experiences in their own homes, farms and spaces in their own way.
“We provide guidelines, but we always tell our hosts: treat guests the same way you would if they came to your home.
“We don’t change their habits or scripts. That’s what makes it special, it’s casual, natural and real,” she said.
From the beginning, Hayaku aimed to avoid cliches or vague presentations. “We focus on experiences, not explanations.
“We ask visitors what they’re curious about and offer a wide range of cultural touchpoints, clothing, art, food and music. Everyone connects to culture differently, so we curate experiences that allow each person to find their own entry point.
“I want our visitors to feel attached to the culture. I want them to go back home and, when they think about Saudi Arabia, think about the people, the food, the warmth and the stories,” Ibrahim said.
