For the third consecutive year, Saudi Arabia’s Culinary Arts Commission captivated food lovers at the Taste of London Festival, held from June 18 to 22, 2025, in Regent’s Park. Under the umbrella of the Ministry of Culture, the Commission presented a dynamic “Taste of Saudi Culture” pavilion, offering a rich journey into the Kingdom’s culinary and cultural heritage.
The pavilion served as a vibrant stage for Saudi Arabia’s diverse food traditions, reflecting the Kingdom’s growing role in cultural diplomacy and soft power. Through live cooking demonstrations, curated tasting experiences, and immersive cultural activities, visitors were invited to explore the depth and authenticity of Saudi cuisine and customs.
A standout element of Saudi Arabia’s participation was the presence of acclaimed and emerging Saudi chefs, each bringing their unique regional flair to the London audience. From traditional cooking techniques to modern interpretations of heritage dishes, the chefs not only demonstrated culinary skill but also served as cultural ambassadors. The inclusion of female chefs further reflected the Kingdom’s progress in gender inclusion within the creative industries. Visitors responded enthusiastically, with long queues forming for live tastings and workshops. In previous years, the Saudi pavilion drew thousands of attendees and received praise from local media and festival organizers for its immersive, high-quality experience.
At the heart of the pavilion were beloved traditional dishes like Jareesh, a hearty cracked wheat meal; Haneeth, a slow-cooked lamb specialty; and Mutabbaq, a savory stuffed pastry, prepared by skilled Saudi chefs in a live cooking demonstration. Each dish told a story of regional flavors and culinary heritage passed down through generations. Complementing these classics were innovative treats such as handcrafted ice cream infused with local ingredients, including Taif rose, Jizan mango, and premium Saudi dates, showcasing how tradition meets creativity in modern Saudi gastronomy.
Saudi coffee and dates, symbols of the Kingdom’s legendary hospitality, were offered throughout the experience, alongside cold beverages featuring local flavors. A boutique within the pavilion sold Saudi-made products such as Maamoul (date-filled cookies) and traditional coffee blends, allowing guests to take a piece of Saudi culture home with them.
But the experience went beyond food. Visitors could engage in traditional henna art, don Asiri rose headbands, and learn about the symbolic beauty of these customs. This multisensory approach reflected the Culinary Arts Commission’s mission to promote Saudi identity not only through taste but through storytelling and shared experiences.
"The Kingdom’s return to Taste of London highlights our continued investment in cultural exchange and culinary excellence," said a representative from the Culinary Arts Commission. “Food is a universal language, and through it, we’re inviting the world to see and taste the real Saudi Arabia.”
Saudi Arabia’s presence at the festival also aligns with broader tourism goals. As initiatives like NEOM, the Red Sea Project, and Diriyah Gate gain global attention, cultural events help position the Kingdom as a must-visit destination. The “Taste of Saudi Culture” pavilion offered just a glimpse of what visitors can expect, flavors, stories, and traditions rooted in history and brought to life with a modern touch.
