JEDDAH: Wejdan Ghoos’ Riyadh-based brand WeGo, a home-based specialty beverage venture, has turned a humble matcha drink into a social media sensation, one cup at a time.
Ghoos, who is originally from Madinah, affirms that social media played a major role in the growth of her business. “It allowed me to share the story behind WeGo, connect directly with customers, and showcase the values behind the brand,” she told Arab News.
The business, which launched in 2025, gained traction when customers began sharing their personal experiences on social media. Some of these videos generated thousands of views with one post each by vloggers @.afnan and @bigallam raking in over a million views.
Ghoos, who has just 11.4k followers on her business TikTok account @wego.ksa said, “One thing I am particularly proud of is that WeGo’s growth was not driven by paid advertising campaigns. We did not rely on paid promotions on TikTok or Snapchat. Instead, customers genuinely enjoyed the experience and chose to share it with their audiences.
“I believe this kind of organic growth is especially meaningful because it is built on trust and authentic customer experiences rather than advertising,” she added.
The brand’s unique selling proposition is the overall experience rather than buying the drink itself.
Customers are required to place the order at least 20 minutes in advance via WhatsApp or through the business account’s direct message.
The menu has just eight special matcha beverages. Once the order is confirmed, customers drive up to an opulent home, where a server delivers the order on an elegantly decorated tray.
Adorned with flowers, woven placemats, bukhoor, a lamp, and sometimes, a lace-trimmed canvas banner with the words “The best matcha in Riyadh” embroidered in Arabic calligraphy, the simple pick-up order is transformed into a curated experience. Each display is designed as a ready-made social media moment.
“What makes WeGo different is that we do not simply serve beverages — we create a complete Saudi hospitality experience,” she said.
“One thing many customers notice is the presence of bukhoor. For me, bukhoor is not a marketing tool or decoration. It is a symbol of Saudi hospitality, generosity, and welcoming guests. Even though offering bukhoor comes with an additional cost, I continue doing it because it represents the values I believe in and the Saudi culture I am proud to share,” Ghoos explained.
WeGo was born out of Ghoos’ passion for hospitality and love for people, as well as the demand for specialty beverages, particularly matcha and coffee, and the strong culture surrounding them in Saudi Arabia.
“I saw an opportunity to introduce them in a way that reflects our local identity and values. For me, these beverages were never just products. They became a platform through which I could create meaningful experiences and connect with people,” she said.
“I wanted to create a brand that makes people feel welcomed, appreciated, and remembered. Saudi culture places great value on generosity and honoring guests, and I wanted to bring those values into a modern specialty beverage concept,” Ghoos added.
Behind the scenes, Ghoos only has one employee who assists her in delivering orders. Each drink is meticulously prepared fresh by Ghoos herself to maintain the highest quality and “preserve the authenticity of traditional matcha preparation methods.
“There are days when I spend up to eight consecutive hours preparing drinks myself to maintain the quality and consistency that WeGo is known for,” said the mother of two, who also works as a business development professional in the semi-government sector.
The biggest challenge for Ghoos is balancing multiple responsibilities while maintaining high standards. “As someone working full-time in a professional role while running a business, every success requires planning, commitment, and perseverance. Building a brand from the ground up is a journey that demands patience and consistency.”
The passionate entrepreneur affirms that she has been committed to ensuring that WeGo operates in full compliance with all applicable regulations and licensing requirements.
“Maintaining high standards means not only delivering quality products but also adhering to municipal and food safety regulations and operating responsibly within the frameworks set by local authorities,” she told Arab News.
In the next five years, Ghoos hopes that WeGo may be recognized as a Saudi brand that successfully combines specialty beverages with authentic Saudi hospitality. She wants to introduce the concept to more people across Saudi Arabia and beyond.
“My goal is for people to remember not only the quality of the drinks, but also how they felt during their visit. I want WeGo to become a brand that proudly represents Saudi generosity, culture, and hospitality wherever it goes,” she said.
For budding entrepreneurs, Ghoos advises that one should take a leap of faith and start their business even when they feel they are not completely ready for it.
“Many people wait for perfect conditions, but entrepreneurship is a journey of learning through action. Stay patient, stay consistent, and focus on creating real value for people. Success takes time, but consistency always pays off,” she said.
