Uganda's vibrant culture exploded onto the global stage! On December 9, 2025, Ugandan artists made history at the Global Harmony Festival during Riyadh Season 2025, hosted in the heart of Saudi Arabia's capital. This landmark event at Al Suwaidi Park, one of the largest themed cultural venues, marked Uganda's debut, making it the first sub-Saharan African nation to participate.
Riyadh Season, a yearly spectacle orchestrated by the Saudi Ministry of Media and Entertainment from November to February, is a celebration of global culture and tourism. It brings together performers from every corner of the world. In 2025, Al Suwaidi Park transformed into 'Countries of the World,' with each week dedicated to showcasing a different nation's art, food, music, and commercial offerings.
Uganda's 'Uganda Days,' celebrated on December 9th and 10th, were a whirlwind of cultural delights. A lineup of 25 talented artists, supported by Saudi Arabia’s General Entertainment Authority, showcased the best of Ugandan creativity. The Crane Performers, a dynamic Ugandan dance troupe, stole the show with their electrifying kadodi drum procession. Their rhythmic parade snaked through the 10-hectare park, captivating Saudi revelers who eagerly joined in the lively traditional dance.
Margaret Kafeero, Head of Public Diplomacy at the Ministry of Foreign Affairs, emphasized the significance of such events, stating, “Events like these not only promote cultural exchange but also strengthen global ties and open new doors for tourism, investment, and international collaboration.”
But here's where it gets controversial... At the Ugandan coffee stall, where visitors savored the rich aroma and taste of freshly brewed Ugandan coffee, the Ambassador of Uganda to the Kingdom of Saudi Arabia, Isaac Biruma Sebulime, shared the Embassy's strategic approach to the festival. He highlighted how blending cultural showcases with retail, food tasting, and diaspora engagement generates both immediate financial gains and long-term opportunities for tourism and trade.
And this is the part most people miss... As he observed Indonesian tourists learning the game of Omweso, Amb. Sebulime explained that countries that successfully combine culture, cuisine, commerce, and business engagements tend to maximize their visibility and commercial returns. He also underscored the importance of Saudi Vision 2030, which positions Riyadh Season as a major soft-power and economic diversification platform.
“Uganda’s participation represents East Africa’s entry point into Saudi Arabia’s cultural and entertainment economy,” he proudly stated. He further added, “Participating artistes like A-Pass, Vinka, Navio, DJs such as Bryan, and personalities like Sheila Gashumba have export value that resonates even beyond Uganda. We are here showcasing our coffee, safari tourism, music, cuisine, crafts, and investment opportunities to millions of Saudi residents and international visitors. This directly aligns with Uganda’s NDP IV pillars on Tourism Development, Export Promotion, Agro-Industrialisation, Creative Economy, and Private Sector Growth.”
What are your thoughts? Do you believe that cultural exchange events like these are crucial for fostering international relationships and economic growth? Share your opinions in the comments below!
