Riyadh: The Saudi Ministry of Culture has concluded a week-long campaign to promote the Kingdom's coffee in cities around the world.
The initiative introduced the cultural value of Saudi coffee and its link to national identity as a symbol of generosity and hospitality.
The ministry concentrated its campaign in the tourist hotspots of New York, London, Rome, and Paris, and ran advertisements on screens in city squares and along main roads.
As one of the world's largest consumers of coffee, Saudi Arabia plans to achieve self-sufficiency in its production as a goal of the Vision 2030 reform plan.