When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

Both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh. (Supplied/ Abdullah Al-Jughaiman)
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Updated 15 April 2025
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When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

  • Thriving scene in Kingdom inspires new fashion trends
  • Global brands enter Saudi market to create game-inspired clothing

RIYADH: Gaming in Saudi Arabia is shaping fashion trends, influencing consumer behavior, and redefining personal identity among the Kingdom’s youth.

With nearly 70 percent of the population identifying as gamers, what began as a digital pastime has evolved into a lifestyle — and that lifestyle is now visible on the streets.

According to a study by Power League Gaming and Ipsos, the relationship between gaming and fashion in the Kingdom is “symbiotic and fast-evolving.”




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Global brands are now actively entering the Saudi gaming scene. In 2023, Adidas became the official merchandise partner of Gamers8, the Kingdom’s largest gaming festival, co-branding esports jerseys and offering customizations on-site for fans.

“Gaming is culture in Saudi Arabia, and fashion is naturally blending into that culture,” said Matthew Pickering, CEO of Power League Gaming.

For many gamers clothing has become an extension of their in-game identity. Whether it is a hoodie inspired by a favorite title or a jersey from a national team, Saudi gamers are increasingly expressing their digital passions in real life.




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Norah Shobili, a longtime gamer, noted that what started as basic T-shirts with logos has transformed into something deeper.

Shobili said: “Now it’s more like game skins — rare, valuable, and connected to status. I once won the official Saudi Overwatch team shirt from the 2023 World Cup. I tried it on, then put it back — I’m planning to frame it because it’s more valuable to me that way. It was a limited-edition piece sold only at the headquarters of Saudi electronic games.”

This shift from novelty to lifestyle is especially visible in streetwear. Pickering said: “Saudi gamers tend to gravitate toward casual, sporty clothing  — limited-edition sneakers, graphic tees, hoodies tied to their favorite teams or games.”




Matthew Pickering, CEO of Power League Gaming. (Supplied)

That style is not just for men. Nearly half of Saudi gamers are women, and many have merged modest fashion with gaming aesthetics  — bold makeup inspired by game characters and culturally mindful outfits that still nod to the gamer identity.

Gamer Roaa Al-Johani echoed this blend of style and sentiment, saying: “It’s not just about playing games. A lot of gamers show their love for gaming through how they dress. It’s like wearing your passion out loud.”

Shatha Al-Yousef, another gamer, shares that view. “From my perspective I see the worlds of gaming and fashion as almost inseparable. Every gamer has some aesthetic sense that reflects who they are — whether in-game or in real life,” she said.




Ibrahem “Quartz” Alali, a member of the Saudi Overwatch esports team displaying his jersey which has become a collector's item since the team won the 2023 cup. (Supplied)

“It’s not just about gameplay. Even your appearance has become part of what defines you as a gamer.”

Still, this movement is relatively new in the Kingdom. “I believe our community is now OK with whatever you wear if it doesn’t have someone’s face on it,” said Shobili. “‏Other than that, dress however you like, and (you) will be stopped by someone who actually knows what you’re wearing.”

While global brands are jumping in, not all local voices are convinced of their authenticity. “I’ve never really seen meaningful collaborations between fashion brands and Saudi gamers,” Shobili added.

On the other hand, Al-Johani takes a more pragmatic view, saying: “They’re definitely commercial, but I honestly don’t mind that. I love when people get to express what they’re into — even if it’s part of a trend.”

Al-Yousef also finds value in wearing game-inspired clothing. She said: “I’ve seen a few outfits inspired by games that were really unique, though sometimes they mix characters from anime or generalize the gamer image, which doesn’t always feel accurate.

“Personally I love wearing pieces that connect me to my favorite characters — it makes me feel closer to the games I love.”

Pickering believes authenticity is the differentiator. “Successful campaigns are the ones that respect the community,” he said, pointing to projects like the Namshi x Adidas Fortnite Challenge, which generated over $1.4 million in sneaker sales and 39 million impressions. Another campaign with Maybelline New York targeted female gamers through a custom Fortnite challenge and increased conversion rates by over 3.6 percent.

What sets the Saudi market apart is its youth and energy. More than half of Saudi gamers are between 15 and 24, compared to only 29 percent in the UAE.

“It’s a young, dynamic audience that drives trends,” said Pickering. The market is also more gender-diverse than many might expect, significantly higher than in many neighboring markets.

Looking ahead, both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh.

Speaking about the Overwatch World Cup, which was won by Saudi Arabia in 2023, Shobili said: “‏After the OWWC, the gaming culture got more recognition by more people in the community, and with the Esport World Cup (around) the corner, many teams’ ... supporters are going to be seen wearing clans’ merchandise.

“‏I believe this is an opportunity for local designers to be part of this international event.”

Al-Johani shares that hope, saying: “I’d love to see more events and collaborations. It’s so great when every group — gamers, anime fans, sports lovers — gets something that speaks to their interests.”

The future of fashion, Pickering believes, may be born on gaming platforms. With the rise of AI, AR, and VR, gaming is becoming a testbed for virtual fashion — digital skins, avatar style, and virtual stores. “We expect a future where a gamer in Jeddah shops a new collection in the metaverse, tries it on virtually, and receives both the in-game skin and real-world version at home,” he said.

As lines blur between reality and virtual life, fashion brands that embrace this shift early — especially in tech-savvy, youth-driven markets like Saudi Arabia — are likely to define the next generation of style.

 


Saudi medical team begins to separate Egyptian conjoined twins

Updated 07 May 2025
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Saudi medical team begins to separate Egyptian conjoined twins

  • Most delicate case ever undertaken by his team, says surgeon Dr. Abdullah Al-Rabeeah

DUBAI: A medical team of the Saudi Conjoined Twins Program began on Wednesday to separate Egyptian twins at King Abdullah Specialist Children’s Hospital in Riyadh.

Dr. Abdullah Al-Rabeeah, advisor at the royal court and supervisor general of the Kingdom’s aid agency KSrelief, who heads the team, said the twins are joined at the back, lower chest, abdomen and pelvis, the Saudi Press Agency reported.

One of the twins lacks essential organs, including a heart and head, and suffers from severe congenital defects, making survival impossible.

The complex operation is expected to last approximately 11 hours and will proceed in six stages.

It involves a multidisciplinary team of 26 consultants, specialists, and support staff in fields including anesthesia, neurosurgery, pediatric surgery, and plastic surgery.

Al-Rabeeah described the case as one of the most delicate the team has undertaken, noting the shared spinal canal as a major surgical challenge.

Advanced imaging and surgical microscopes will be used to ensure precision, he said.

This marks the 63rd separation procedure under the Saudi Conjoined Twins Program, which has reviewed 149 cases from 27 countries since its inception in 1990.


What’s the matcha with everyone? The beloved green tea powder hits mainstream in Saudi Arabia

Updated 07 May 2025
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What’s the matcha with everyone? The beloved green tea powder hits mainstream in Saudi Arabia

  • The Japanese tea’s rise in the Kingdom is a cultural shift, one green cup at a time

RIYADH: Once a niche ceremonial tea in Japan, matcha is now gaining mainstream popularity in Saudi Arabia, thanks to a growing interest in wellness trends, evolving taste preferences, and the rise of mindful living.

The data backs the trend. According to a recent report by IMARC Group, Saudi Arabia’s green tea market, which includes matcha, was valued at $140.14 million and is projected to grow to $229.24 million by 2033.

Imports of packaged green tea nearly doubled in value between 2020 and 2023, suggesting a growing appetite for premium, health-focused drinks.

That growing demand is reflected on cafe menus and social media feeds across the Kingdom. Matcha lattes, once limited to specialty coffee shops, are now a fixture at trendy cafes and home kitchens alike.

Whether it’s served iced in sleek glass cups or whisked at home with oat milk, matcha is more than a drink. It’s a mood, a personal statement, and for many, a healthier way to start the day.

In Dammam, 19-year-old Sara Anas remembers her first taste of matcha back in 2019. “My dad likes trying new things,” she said. “It didn’t taste that great at first, but when matcha became popular in 2021, I got excited to try it again from local cafes.”

Now, she drinks it almost daily. “It might sound strange, but I don’t feel like it’s heavy on my body like coffee. It makes me feel more relaxed and gives me energy in a better way.”

Anas is part of a growing demographic. In Riyadh, 26-year-old Amal Al-Mutairi starts every morning with matcha. “I prefer it iced with vanilla milk to make the flavor smoother and lighter,” she said.

For her, the appeal began with reading about its benefits. “It gives me calm energy without the jitters or crash I usually feel after drinking coffee. It also helps me focus for longer periods.”

That calm, focused energy — often described as a “cleaner” caffeine experience — has made matcha especially popular among students and professionals.

For Anas, it’s a campus essential. “It’s a must before classes! It gives me the energy to continue my day at uni,” she said.

But matcha is more than functional. It’s become a lifestyle, embraced for both its wellness claims and its visual charm.

Globally, matcha’s rise is part of a broader wellness boom. Japan’s matcha production rose 185 percent from 2010 to 2023, and demand is now so high that suppliers are warning of shortages. Japan’s top growers have begun limiting exports to meet domestic needs.

Matcha’s health appeal is not just hype. Rich in antioxidants — especially a compound called EGCG — studies suggest it may reduce inflammation, support cardiovascular health, and aid cognitive function.

A recent Saudi study also found that over half of the participants believed matcha could help with weight management and blood sugar balance.

Still, experts note that moderation matters. Excessive matcha consumption may interfere with iron absorption and isn’t recommended for everyone.

The ritual of preparing matcha, especially for those who make it themselves, has become part of a broader shift toward slow, intentional living — something many young Saudis are leaning into.

That ritual is deeply personal for 27-year-old Leen Al-Zamil, who turned matcha from curiosity into a daily indulgence. “I was curious at first and honestly, I hated it so much, but I think (that’s) because it was hot,” she said. “I liked it cold with vanilla syrup and oat milk. I definitely can’t drink it alone.”

Now, she can’t go a day without it. “Sometimes twice or more,” she said. “I like its color … I enjoy every step of making it, and it just tastes so good. It brightens my mood.”

Al-Zamil is not the only one who sees matcha as more than just a drink.

For 28-year-old Mona Abdullah, matcha represents healing. “As someone who suffers from IBS, coffee tends to affect me for a while, whereas matcha provides steady energy without causing any discomfort,” she said. “I’ve stopped drinking coffee for the past three months. I now believe that matcha is a better source of caffeine compared to black coffee.”

Irritable bowel syndrome is a common digestive condition. Many people with IBS find that coffee, with its acidity and high caffeine content, can trigger discomfort, making gentler alternatives like matcha a preferred choice. 

Abdullah drinks it twice a day, iced, and without any added flavors. “Health,” she says, is what made her switch.

Still, matcha’s appeal goes beyond health — it’s also about aesthetics and culture. “I think it’s a mix of everything,” said Al-Mutairi. “The health benefits, the taste, and yes, the aesthetic.”

Anas echoed that idea, noting that people’s motivations vary. “For me, it’s for its health benefits and for the taste. You don’t usually get a healthy drink with a good taste,” she said. “But I think there are a lot of people who drink it just for the aesthetic. You see them adding hundreds of syrups just to say they drink matcha.”

That blend of wellness and image — serious health meets playful branding — has fueled matcha’s surge on social media. With its bright green hue, minimalist packaging, and frequent cameos in cafe selfies, matcha has become the drink of the “soft life” movement, one that prioritizes peace, balance, and pleasure.

“It’s definitely the vibe and the taste,” said Al-Zamil.

In a country where coffee culture runs deep, matcha is not replacing tradition; it’s offering something new: a blend of taste, lifestyle, and personal meaning, one bright green cup at a time.


GCC chief receives newly appointed Omani ambassador to Saudi Arabia

Updated 06 May 2025
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GCC chief receives newly appointed Omani ambassador to Saudi Arabia

Secretary-General of the Gulf Cooperation Council Jasem Mohamed Albudaiwi received Sayyid Najib bin Hilal Al-Busaidi, Oman’s newly appointed ambassador to Saudi Arabia, in Riyadh on Tuesday.

Albudaiwi congratulated Al-Busaidi on his appointment and wished him success in his duties.

The parties discussed various topics and explored ways to enhance bilateral efforts toward “greater integration, solidarity, and interconnectedness.”

They also looked at the latest developments in regional and international arenas.


Riyadh hospital advances breast tumor diagnosis

Updated 06 May 2025
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Riyadh hospital advances breast tumor diagnosis

  • The new CEM-guided approach allows immediate, accurate tissue sampling during the same session, eliminating the need for additional appointments

RIYADH: The King Faisal Specialist Hospital and Research Center in Riyadh has implemented an advanced interventional technique to diagnose breast tumors that conventional imaging cannot detect.

It enables physicians to obtain precise biopsy samples during the same visit, accelerating diagnosis and allowing earlier treatment, the Saudi Press Agency reported.

The shift addresses recent cases where certain breast abnormalities were only visible through contrast-enhanced imaging, leading the hospital to adopt contrast-enhanced mammography as a precise clinical tool.

Previously, the standard protocol required a separate MRI-guided biopsy after initial imaging, often resulting in redundant procedures, greater patient burden, higher costs and treatment delays.

In contrast, the new CEM-guided approach allows immediate, accurate tissue sampling during the same session, eliminating the need for additional appointments.


Saudi crown prince receives phone call from Iraqi PM

Saudi Arabia’s Crown Prince Mohammed bin Salman and Iraqi Prime Minister Mohammed Shia Al-Sudani. (File/SPA/AFP)
Updated 06 May 2025
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Saudi crown prince receives phone call from Iraqi PM

RIYADH: Saudi Arabia’s Crown Prince Mohammed bin Salman received a phone call from Iraqi Prime Minister Mohammed Shia Al-Sudani on Tuesday.

During the call, they reviewed relations between their countries and ways to strengthen them in various fields, Saudi Press Agency reported.