TikTok SND
The new TikTok LIVE campaign titled Heritage Comes Alive celebrates Saudi culture and historical traditions from 21 to 27 September. The initiative connects digital creators with traditional storytelling across social media during the 96th Saudi National Day celebrations.
Search activity on the video platform increased significantly ahead of the holiday. Queries for the 96th Saudi National Day rose by 457% in early September compared to late August. In addition, related engagement under national celebration hashtags increased by 193% across Saudi Arabia.
Details of the TikTok LIVE campaign
The activation features cultural researcher Saba Alkhamis hosting a dedicated storytelling segment from Riyadh. Produced in partnership with Dirah Development, the segment highlights historic locations including Al-Moaiqaliah, Al-Qaisariyah, Ushaiqer, and Dekhnah. Interest in holiday preparations grew sharply on apps, with searches for holiday ideas rising by 1,021% since late August.
Three Thematic Pillars of Cultural Content
Content during the week centers around three specific themes: Roots, Places, and Now. The Roots theme covers traditional poetry, hospitality, and Saudi coffee. Meanwhile, the Places theme explores historic urban quarters, and the Now theme focuses on contemporary food, fashion, and music.
“Saudi heritage lives in the stories people tell, the traditions they pass down and the places that bring communities together. This National Day, Heritage Comes Alive will put those stories in the hands of the creators who know them best.”
Nour Chamkhi, Brand and Reputation Lead, TikTok LIVE MENA
Preserving Historical Identity in Riyadh
The initiative emphasizes the Ad-Dirah district as the commercial core of historic Riyadh. Local officials noted that documenting historic districts preserves urban memory for future generations across the Kingdom.
“Ad-Dirah is not just a destination; it is the root we belong to and the birthplace of Riyadh. We should not only protect this heritage but also make sure that everyone, in our generation and future generations, celebrates it.”
Afnan Aldolimi, Head of Communications at Dirah Development
Creator Participation and Extended Programming
Saudi creators will host interactive broadcast sessions throughout the week where audiences can submit live questions. Following the conclusion of the event, two winning participants will produce an additional cultural follow-up segment to share personal heritage stories.
