Festivals are carriers of culture. To seize the festivals is to seize the chances of marketing.
As the "reform and opening up" process accelerates in the Middle East region, many countries around the world are beginning to reconsider their long-held stereotypes regarding the region's heavy reliance on oil and gas resources. Following high-level political visits between China and various countries in the Middle East in 2022, the economic and trade exchanges between the two regions have expanded beyond traditional energy cooperation, opening up numerous new areas of collaboration. The increasingly prominent trade in the ToC area is capturing people's attention.
Previously, EqualOcean discussed the opportunities brought about by the political reconciliation trend in the Middle East, where a harmonious and stable political situation has laid a solid foundation for the region's economic and trade development. Moreover, different countries have released visions for economic diversification, aiming to break free from the monopolistic position of oil and gas resources within their national economies. Despite the support provided by the social environment and economic policies, there remains a significant challenge that companies must face—the issue of culture, which cannot be easily altered through short-term political or economic measures.
When discussing the culture of the Middle East, several symbols often come to mind—desert landscapes, Islamic mosques, Arabic language, black robes, veils, and more. These cultural symbols shape the identity of the Middle East and deeply influence its societal development. However, these vague cultural symbols alone are insufficient to provide us with an accurate understanding of the actual culture of a region. Festivals, as powerful carriers of culture, reflect a set of values and behavioral habits within a culture. Additionally, festivals serve as crucial milestones for marketing activities. Therefore, EqualOcean will now review and analyze the important festivals in the Middle East region with regards to their importance in marketing.
Eid al-Fitr (October 1st in the Islamic calendar)
Eid al-Fitr is one of the significant festivals in the Middle East region, marking the end of Ramadan and the conclusion of intermittent fasting during the holy month. After a period of fasting and reflection during Ramadan, the iconic activity of Eid al-Fitr is the act of giving, which is a religious obligation for Muslims. The donated money is used for charitable purposes. During Eid al-Fitr, Muslims gather to listen to sermons before enjoying abundant meals with their families. Gift-giving is also a traditional aspect of the festival. In addition to exchanging gifts among relatives and friends, malls and shops prepare Eid al-Fitr gifts for customers. Therefore, clothing and gifts are two popular categories during this festival and require attention.
Eid al-Adha (December 10th in the Islamic calendar)
Eid al-Adha is one of the grandest and most important festivals in the Middle East region and serves as a public holiday in almost all Muslim-majority countries. This festival marks the end of the Hajj pilgrimage to the holy city of Mecca. For Muslim believers, Eid al-Adha represents unity, familial bonds, and devotion.
During Eid al-Adha, Muslims attend prayers and listen to sermons at mosques. They dress in new clothes and visit relatives and friends, exchanging greetings and well wishes. Children go from house to house to offer blessings and receive "Eidiyah," which is gift money. In Muslim countries, many families symbolically sacrifice animals, reminiscent of Ibrahim's story. Additionally, some families buy goats or sheep for slaughter and sacrifice, or they purchase a large amount of meat for consumption during Eid al-Adha feasts. People also donate money to the poor in different regions to enable them to enjoy a meat-based meal. Many Muslims undertake pilgrimages to Mecca and surrounding areas during Eid al-Adha.
The aforementioned activities are commonly carried out by Muslims in the Middle East during Eid al-Fitr and Eid al-Adha. It can be observed that the customs of these two festivals share similarities with those of the Chinese Spring Festival. Consequently, clothing, accessories, gifts, specialty foods, and the tourism industry all thrive. From a marketing perspective, apart from adapting to certain customary taboos in Islam, there are some similarities between these festivals and the Chinese Spring Festival.
National Day
National Day celebrations vary by country. For cross-border traders in China, Saudi Arabia and the United Arab Emirates are two significant markets worth paying attention to.
Saudi Arabia's National Day is one of the four major public holidays, aside from Eid al-Fitr and Eid al-Adha, celebrated on September 23rd. During this time, various cities across Saudi Arabia host cultural, entertainment, and sports activities. Roads and buildings are adorned with the Saudi national flag to celebrate the national day. Folk dances and traditional songs are popular forms of celebration during Saudi Arabia's National Day, with attire often featuring the Islamic-preferred color of green.
The UAE National Day falls on December 2nd each year. On this day in 1971, the late founder of the UAE, Sheikh Zayed bin Sultan Al Nahyan, and other rulers announced the establishment of the UAE at a historic meeting. Therefore, this day represents the spirit of unity. Different emirates showcase the UAE's historical achievements, heritage, and engage in various forms of folk arts performances.
National Day serves as an important time point for brand marketing. With a variety of celebratory ceremonies and marketing activities, it provides an excellent opportunity to promote the overall image of a brand. Actively integrating into the local festive atmosphere allows brands to gain a more localized social recognition.
National Day celebrations vary by country, and for cross-border traders in China, Saudi Arabia and the United Arab Emirates are two significant markets worth paying attention to.
Saudi Arabia's National Day is one of the four major public holidays, aside from Eid al-Fitr and Eid al-Adha, celebrated on September 23rd. During this time, various cities across Saudi Arabia host cultural, entertainment, and sports activities. Roads and buildings are adorned with the Saudi national flag to celebrate the national day. Saudi Arabia's National Day is celebrated through traditional forms such as folk dances and songs, and attire often features the Islamic-preferred color of green.
The UAE National Day falls on December 2nd each year. On this day in 1971, the late founder of the UAE, Sheikh Zayed bin Sultan Al Nahyan, and other rulers announced the establishment of the UAE at a historic meeting. Therefore, this day represents the spirit of unity. Different emirates showcase the UAE's historical achievements, heritage, and engage in various forms of folk arts performances.
National Day serves as an important time point for brand marketing. With a variety of celebratory ceremonies and marketing activities, it provides an excellent opportunity to promote the overall image of a brand. Actively integrating into the local festive atmosphere allows brands to gain a more localized social recognition.
Singles' Day (November 11th)
Singles' Day is an annual shopping extravaganza in China that has extended its influence to the Middle East region. Major e-commerce sellers in the Middle East, such as Noon, Amazon, AliExpress, and the previously popular JollyChic, all participate in discount marketing during Singles' Day.
Black Friday (the fourth Friday of November)
Black Friday originally started as a day of massive post-Christmas shopping in the United States. Similar to China's "Singles' Day," the Middle East has its own "Black Friday" influenced by this culture. In the Middle East, "Black Friday" often takes the form of Amazon's "White Friday" and Noon's "Yellow Friday." It is a beloved shopping extravaganza.
It can be seen that marketing festivals in the Middle East mainly fall into several categories: traditional Islamic festivals, country-specific National Days, and shopping festivals influenced by foreign cultures. The specific marketing strategies also differ.
For traditional Islamic festivals, product categories related to local customs, such as clothing, will experience marketing peaks. Items that align with the gift-giving traditions of the Middle East will also see increased sales. Country-specific National Days focus more on brand marketing, with no specific category experiencing a sales peak. It is more about creating an overall brand experience. Shopping festivals influenced by foreign cultures can involve marketing across all product categories, with little difference in marketing rhythms and techniques compared to other markets.