Saudi brands to push $30bn franchise sector at Moscow expo

28/08/2025 04:22 AST

Saudi brands will showcase the Kingdom's $30 billion franchising industry at Moscow's BuyBrand International Franchise Expo in October, part of a broader push to expand their global footprint and attract overseas investment.

The National Committee for Franchising, under the Saudi Chambers of Commerce, said the Kingdom's pavilion will run from Oct. 1 to 3 in cooperation with the Saudi Commercial Attache in Moscow and the Ministry of Investment's office in Russia, according to a press release.

Saudi Arabia's franchising sector is the largest in the Middle East, with more than 1,000 local and international brands. It is expanding about 15 percent annually and supports hundreds of thousands of jobs, making it a key pillar of the Kingdom's non-oil diversification strategy.

Khalid Al-Ghamdi, chairman of the National Committee for Franchising, said: "Saudi participation in this global exhibition reflects the strength of the Kingdom's franchising sector, which exceeds $30 billion and grows at an annual rate of 15 percent."

He added: "This participation also represents a cornerstone in supporting Saudi Vision 2030 by developing the non-oil economy and enabling Saudi brands to expand globally."

The Saudi Pavilion will connect domestic firms with investors and entrepreneurs from Russia, Belarus, and Kazakhstan, as well as Azerbaijan, Turkiye and the UAE.

The event is expected to attract over 6,000 visitors and 180 franchisors from around the world, offering a key opportunity for Saudi brands to expand into Russia and neighboring markets while promoting economic and investment cooperation between the two countries.

The expo will feature one-on-one B2B meetings between Saudi brand owners and international counterparts, alongside the signing of cooperation agreements and strategic partnerships across key sectors such as food and baverage, hospitality, services, and education.

Beyond showcasing brands, the National Committee is providing comprehensive logistical and media support, coordinating travel and shipping procedures to ensure a strong and effective presence.

It is also developing the National Franchising Co., an investment platform aimed at helping Saudi firms expand efficiently into international markets.

Arab News