• Running from 21 to 27 September, the campaign will spotlight Saudi creators through interactive LIVE experiences celebrating the Kingdom’s culture and traditions
• Saba Alkhamis will host a cultural storytelling segment from Riyadh in partnership with Dirah Development

RIYADH, 21 September 2026 — This Saudi National Day, TikTok LIVE is spotlighting Saudi creators and cultural voices through Heritage Comes Alive, a celebration of the Kingdom’s heritage, places and creative energy. Running from 21 to 27 September, the campaign will bring together in-app LIVE participation and a hosted cultural storytelling segment from Riyadh.

Anticipation for the occasion has been building across TikTok. In early September, searches for “96th Saudi National Day” grew by 457% compared with late August, while the hashtag #اليوم_الوطني_السعودي grew by approximately 193%, reflecting a growing wave of celebration, memory and national pride across the platform in the Kingdom.

Developed in partnership with Dirah Development, the cultural segment will be led by Saba Alkhamis, cultural researcher and host of the Vision, Culture and Policy podcast. The collaboration will support the activation’s heritage setting and local storytelling, connecting audiences with the history and cultural character of Riyadh’s Ad-Dirah district and showcasing significant sites including Al-Moaiqaliah, Al-Qaisariyah, Ushaiqer and Dekhnah.

As the historic commercial heart of Riyadh, Ad-Dirah has long been a place where communities come together and prepare for important occasions. That same spirit is reflected in what people are looking for on TikTok in Saudi Arabia ahead of National Day, with searches for “National Day preparations” growing by 583% and searches for “Saudi National Day 2026 ideas” rising by 1,021%, since the end of August.

Saudi National Day is one of the Kingdom’s most meaningful moments of cultural pride and collective expression. On TikTok, creators share that pride through stories of Saudi places, traditions, hospitality, music, poetry, food and everyday life. Heritage Comes Alive builds on this expression by bringing local perspectives to audiences and inviting communities to take part.

Throughout National Day week, Saudi-based LIVE creators will be invited to celebrate the Kingdom’s culture and traditions through themed content and interactive LIVE features. Audiences will be able to engage with creators, ask questions and share reactions during LIVE sessions, making cultural discovery a shared, real-time experience.

“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,” said Nour Chamkhi, Brand and Reputation Lead, TikTok LIVE MENA. “Together with Saba Alkhamis and Dirah Development, we want to bring audiences closer to that heritage, while opening up conversations on LIVE where people can share their own memories, perspectives and pride in Saudi culture.”

“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 and feels a sense of belonging to it,” said Afnan Aldolimi, Head of Communications at Dirah Development. “When we tell its story, we preserve a part of our identity and the legacy of our ancestors. This is what drives us at Dirah Development to safeguard the authenticity of this place, ensuring it remains vibrant and meaningful for generations to come.”

Saudi heritage through Saba Alkhamis’s lens

Drawing on her work across culture, policy and public conversation, Saba will guide audiences through stories of Saudi heritage in an Arabic-first format. Her segment is planned for release around 23 September, complementing the interactive LIVE campaign with a dedicated exploration of the Kingdom’s traditions and their place in contemporary Saudi life.

Three themes will guide the campaign: Roots, celebrating traditions, hospitality, poetry and Saudi coffee; Places, exploring historic districts, cultural landmarks and local destinations; and Now, spotlighting how creators express Saudi culture today through food, fashion, sport, music and everyday storytelling.

Extending the celebration through Saudi creators

Following the in-app campaign, two winning LIVE creators will have the opportunity to take part in a follow-up cultural content segment. Their stories will explore their personal connections to Saudi heritage and how they share those traditions and experiences with their communities, extending the celebration beyond National Day week.

Heritage Comes Alive reflects TikTok LIVE’s broader commitment to supporting creator-led discovery and helping communities in Saudi Arabia and across the region connect around moments that matter.

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