The Kingdom of Saudi Arabia showcases its vast culture during Artigiano in Fiera 2023

Milan, 12th December 2023 – The Saudi Ministry of Culture participated with a National Pavilion at Artigiano in Fiera, a global village of arts and crafts, displaying items, foods, and beverages from various corners of the globe for more than two decades. It advocates for artisans, creators of beauty and goodness, presenting distinctive, high-quality products that honor both nature and people. This year’s edition took place in Rho, Milan, from December 2 to 10.

Artigiano in Fiera is now the world’s biggest trade fair of its kind, celebrated for its unique blend of positivity and beauty. With a layout organized by regions, the event brings together thousands of artisans for 9 days in Milan. Representing over 100 countries, these artisans showcase a wide range of products from food and textiles to design, furniture, personal care, and fashion.

Antonio Intiglietta, President of Ge.FI., expressed pride in Saudi Arabia’s presence, stating, “After last year’s success, we are extremely proud of Saudi Arabia’s renewed presence, this year among the largest stands at the fair. We recommend all Italians to discover the wonderful traditions of Saudi culture.”

At the Saudi Pavilion, attendees explored various traditional crafts, including the UNESCO-recognized Al-Qatt Al-Asiri—a unique form of traditional interior wall decoration crafted by skilled female artisans from the Southern region. The exhibition also highlighted the ancient artistry of Al Sadu, a traditional weaving technique passed down by the Central region’s women through generations. This curated presentation provided valuable insights into Saudi Arabia’s diverse cultural heritage, emphasizing the unique contributions of its regions to the nation’s historical tapestry.

To showcase the vast cultural legacy, the Saudi Ministry of Culture along with some of its 11 sector specific commissions and other participated in the forthcoming exhibition. Notably, the Heritage Commission, dedicated to preserving Saudi heritage and advancing the sector; the Royal Institute of Traditional Arts, which provides education and training programs to enrich traditional Saudi arts; and the Saudi Handicrafts Company, which aims to become a leading local and global brand for authentic, high-quality Saudi handicrafts, carried a notable mandate to empower artisans and sustain its growth as a commercial entity that showcases Saudi Heritage through high-end artisanal products.

The Saudi Pavilion offered visitors unique and immersive experiences and enabled them to interact directly with skilled Saudi artisans, gain valuable insights into the intricate materials and tools employed, and foster a deeper appreciation for the intrinsic value of each handicraft.

Moreover, the pavilion provided a sensory journey as visitors indulged in the flavourful tastes of traditional Saudi dishes and culinary delights meticulously prepared by chefs selected by The Culinary Arts Commission. Through this participation, the Commission showcased Saudi cuisine both nationally and globally, and added a delightful gastronomic dimension to the cultural showcase.

In addition to the visual and culinary treats, attendees also basked in the artistic prowess showcased by traditional Saudi performers associated with the Theater and Performing Arts Commission. As a patron for all genres of performing arts, the commission brought forth characteristic musical and dance performances that enrich the cultural display.

In essence, the Ministry of Culture’s presence at Artigiano in Fiera became a multifaceted gateway for visitors to not only experience the vastness of Saudi Arabia’s cultural heritage but also to engage, appreciate, and immerse themselves in some of the vibrant traditions, crafts, culinary artistry, and performing arts that define the nation’s cultural identity.

Artigiano in Fiera offered a valuable opportunity for the Saudi Ministry of Culture to foster cultural exchange and forge meaningful connections by showcasing the traditions and culture of the Kingdom on an international stage. It extended a warm invitation to everyone to participate in this enriching cultural journey.