Saudi pavilion showcases heritage, crafts at Milan fair
Kingdom highlights traditional arts, cuisine, and living heritage at one of world’s leading handicrafts exhibitions
MILAN, Italy (MNTV) — Saudi Arabia has concluded its participation at Artigiano in Fiera 2025, one of the world’s leading exhibitions dedicated to handicrafts and traditional arts, with a national pavilion highlighting the Kingdom’s cultural heritage, creativity, and living traditions.
Organized under the supervision of the Saudi Ministry of Culture, the pavilion brought together a range of cultural and tourism entities to present Saudi Arabia’s rich artisanal legacy to an international audience.
The initiative also aimed to position the Kingdom as an emerging cultural and tourism destination on the global stage.
Participating bodies included the Heritage Commission, Theater and Performing Arts Commission, Culinary Arts Commission, the Royal Institute of Traditional Arts (Wrth), the Royal Commission for AlUla, the Saudi Tourism Authority, and the Saudi Artisanal Company.
According to the Saudi Press Agency, more than 140 Saudi participants took part in the pavilion, including artisans, chefs, musicians, and traditional performing arts groups.
The program placed special emphasis on the Ministry of Culture’s Year of the Handicrafts 2025 initiative, which aims to preserve and promote traditional crafts.
A dedicated section of the pavilion showcased Saudi handicrafts and their cultural significance, with 25 artisans demonstrating traditional skills such as bisht tailoring, agal weaving, rosary making, incense burner crafting, and Sadu weaving. Visitors were able to observe live demonstrations and interact directly with craftspeople.
Students from Wrth also participated, with 20 artisan trainees presenting works that included Al-Qatt Al-Asiri art, traditional pottery, hand embroidery, and woodcraft. Their participation highlighted efforts to pass traditional skills to new generations through formal training.
The Saudi Artisanal Company displayed a range of handmade products, emphasizing the quality and diversity of contemporary Saudi craftsmanship rooted in long-standing traditions.
Hospitality was a central feature of the pavilion, with hosts welcoming visitors and guiding them through the exhibits.
Guests were introduced to Saudi culinary traditions, including dates and date-based products, Saudi coffee, and signature dishes prepared by Saudi chefs. Live cooking demonstrations allowed visitors to learn about traditional recipes and preparation methods.
The pavilion’s cultural program also featured performances by two Saudi traditional performing arts groups, adding a musical and theatrical dimension to the exhibition experience.
Saudi Arabia’s participation in Artigiano in Fiera builds on previous appearances at the event and reflects a broader commitment to cultural exchange.
By presenting its crafts, cuisine, and performing arts to a global audience, the Kingdom continues to use culture as a platform for dialogue and international engagement.
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