Riyadh - Today, Friday (December 31, 2021), the Ministry of Culture launched the visual identity of the "Year of Saudi Coffee" initiative, which will accompany all activities, activations and designs that the ministry and its partners from government and private agencies will present over the course of 2022 AD to celebrate Saudi coffee and its comprehensive cultural meaning.

The Ministry was inspired by the identity logo of the “fengal” with its indicative signs associated with coffee and the unique Saudi values ​​of generosity and hospitality.

The Ministry of Culture had started its work in the "Year of Saudi Coffee" initiative since His Highness Prince Badr bin Abdullah bin Farhan Al Saud, Minister of Culture, announced the launch of the initiative and named 2022 AD as the Year of Saudi Coffee. The Ministry allocated an electronic platform for it, including a description of the initiative And its objectives, and guidelines for using the visual identity. At the end of next January, the platform will provide a space to receive the ideas of individuals and all parties wishing to implement joint projects that serve the initiative and enhance its objectives.

The initiative comes within the Quality of Life Program, one of the programs to achieve the Kingdom’s Vision 2030, through which the Ministry of Culture seeks to celebrate the cultural value of Saudi coffee and its close connection with the customs and traditions of Saudi society in its various segments, through a wide range of programmes, events and competitions that will be held under the umbrella of the initiative, and organized by the Ministry and the Commission Culinary arts over a full year in partnership with government and semi-governmental agencies, private sector institutions, restaurants, hotels, cafes and coffee roasters, and individuals related to Saudi coffee; Cultivation, preparation and presentation, who wish to participate.

The Ministry of Culture aims from the initiative to celebrate Saudi coffee as a distinctive cultural product for the Kingdom, and to contribute to its marketing locally and internationally, in addition to encouraging products and related activities, and highlighting them in all stages of their production, cultivation, preparation and presentation, which may not be available in the same way in any other country. The Kingdom produces Saudi Khawlani coffee in its south, and coffee is prepared in different ways in each of its 13 regions, and it is served to guests in multiple ways, giving Saudi coffee its uniqueness and unique cultural depth.