⁨Year of Saudi Coffee⁩.

⁨The ministry named 2022 the Year of Saudi Coffee and launched its identity at the end of 2021, as part of the Quality of Life Program, to celebrate Saudi coffee as a cultural product and promote it at home and abroad (Arab News).⁩

⁨80's Creative's MUSE entries present the year's work as one integrated campaign. Films on the ministry's YouTube channel covered Saudi coffee experts, coffee farmers, and a song. In the comedy Abu Dhari, a young man who can't pour coffee at his father's gathering is taught the customs, from holding the dallah to filling a third of the cup, by his father's friend, played by Mohammed Al-Tuwayan (Al-Yaum). For International Coffee Day, 'Saudi coffee, a culture in a cup' ran on screens in city squares and along main roads in New York, London, Rome and Paris during a week-long push that ended in mid-October 2022 (Arab News), in English, French and Italian.⁩