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    From oil to coffee: A prince's campaign to rebrand Saudi identity

    RIYADH, Saudi Arabia — As diplomatic victories go, it may not seem like much: The United Nations recognized the Khawlani coffee bean as part of the "intangible cultural heritage" of Saudi Arabia. But for the country's rulers, the designation late last year capped an all-out push to instill some national pride in their beloved bean. In case you missed the official declaration, 2022 was the ...
    by Nabih Bulos, Los Angeles Times Feb 16, 2023 5 minutes
    Saudi Farah al-Malki, 90, left, his son Ahmed, 42, and his grandson Mansour, 11, harvest Khawlani coffee beans at a coffee farm in Saudi Arabia's southwestern region of Jizan on Jan. 26, 2022. Jizan is known for its red Khawlani coffee beans, often blended with cardamom and saffron to give a yellowish hue of coffee-- locally known as ghawa. It remains an integral part of...

    RIYADH, Saudi Arabia — As diplomatic victories go, it may not seem like much: The United Nations recognized the Khawlani coffee bean as part of the "intangible cultural heritage" of Saudi Arabia.

    But for the country's rulers, the designation late last year capped an all-out push to instill some national pride in their beloved bean.

    In case you missed the official declaration, 2022 was the "Year of Saudi Coffee" — after kingdom authorities issued a decree renaming the syrupy brew long known across the Middle East simply as "Arabic coffee." Over the next decade, they plan to pump hundreds of millions of dollars into the national coffee industry.

    The coffee campaign is a small but telling part of Vision 2030, Crown Prince Mohammed bin Salman's plan to — even as he tightens his grip on power. Not only is he trying to reduce Saudi Arabia's dependency on oil, but he's also attempting to rebrand Saudi identity.

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