Navigating Saudi Culture as a Western Woman: Dress, Coffee, and Bukhoor
You landed the big contract. Your company is expanding operations to Saudi Arabia. As an accomplished senior executive, you are spearheading the new Middle Eastern initiative. But underneath the professional confidence, you can’t help but feel a bit apprehensive. Saudi’s traditions and cultural norms are so different from what you are used to in the West. You don’t want to make any serious faux pas that could insult your Saudi colleagues or clients.
When it comes to conducting business in the Kingdom, a little cultural guidance can go a long way. As someone who has worked with Saudi Arabian clients for 20+ years, I am here to shed some light on a few key areas – the dress code, the important coffee culture, and the distinct use of bukhoor (incense).
A bit of insight into these traditions can help you engage respectfully and make an excellent impression.
Dress Code
The more Conservative Dress Code is one of the most visible cultural differences you will notice in Saudi Arabia, especially for women. A few rules of thumb:
- Avoid anything too tight, sheer, or low-cut. Modesty is key. Loose clothing that doesn’t show your curves is ideal.
- You will want to cover your arms, legs, and chest. Long sleeves and pants/skirts below the knee are a must.
- A headscarf or hijab isn’t required for foreigners, so no need to cover your hair.
- You may want to wear an abaya, the traditional long black cloak (but it doesn’t have to be black, there are many other colourful styles that are equally appropriate), when going out in public. Not only has the abaya become a fashion accessory it also helps with the heat – you can easily wear a thin dress with spaghetti straps underneath. An Abaya will keep you much cooler instead of a heavy jacket.
Don’t worry, you can absolutely maintain a polished, professional look while respecting the dress code. Stick to breezy trousers, long tunics or maxi dresses, and keep a lightweight jacket or shawl on hand for meetings. Closed-toe shoes are also preferred. Here are some of the outfits I have worn over the years.
Saudi Coffee
The Beloved Coffee Culture Coffee isn’t just a drink in Saudi – it’s an integral part of the culture and a key component of hospitality. Refusing a cup would be seen as incredibly rude. A few tips on navigating the coffee traditions:
- Saudi coffee is unlike your morning Starbucks. It’s lightly roasted Arabica beans, finely ground, and spiced with cardamom. The bitter taste is an acquired one.
- The coffee is served piping hot in a small cup, often accompanied by dates.
- When drinking coffee with Saudis, sip slowly and don’t try to gulp it down quickly. It’s meant to be savored. (too many Saudi coffees can actually give you sleepless nights)
- The coffee server, often the host, will continuously refill your cup unless you give a polite signal you have had enough by shaking your cup gently.
Accepting the coffee, even just a couple sips, is seen as a sign of respect and appreciation for your hosts. It is very rude to decline. Just know that several refills are considered good manners on the server’s part!
Bukhoor
You may notice a distinct woody, resinous aroma when entering homes or offices – that is Bukhoor, an Arabic incense. Used since ancient times, burning Bukhoor is a welcoming ritual and sign of hospitality. A few things to know:
- Bukhoor is typically made from resins like frankincense and wood chips like oudh (agarwood). The blends often include other spices and essences.
- When entering a space where bukhoor is lit, it’s polite to cup your hands over the smoke to “catch” the aroma and wave it towards you.
- While not universal, some may pass around the actual Bukhoor burner to get a closer smell. Waft it towards you rather than sticking your nose in the smoke.
- Complimenting the pleasing aroma is generally considered good etiquette.
Although Bukhoor isn’t as well-known in the West, showing respect and interest in this tradition can really impress your Saudi counterparts. Have a look at this Video which illustrates the above 3 points beautifully.
The More You Know
A bit of insight into Saudi cultural norms like these can go a long way in business settings. It shows you have made an effort to understand and respect local customs. A little preparation pays off by allowing you to conduct yourself confidently while avoiding unintentional missteps.
Of course, this just scratches the surface. Saudi Arabia has a rich, nuanced culture shaped by centuries of tradition. The more you can learn, the more your Saudi colleagues and clients will appreciate your openness to their way of life.
If you could use a knowledgeable guide to help you skilfully navigate not just Saudi Arabia but the entire Middle East, look no further than the Star-CaT Consulting and Training. As your Cultural Adviser, I provide in-depth expertise on the region’s diverse business practices, etiquette, and more at your own pace.
If you require a more Bespoke Service, I also offer One-on-One coaching – you can contact me HERE. Avoid cultural missteps and make a fantastic impression – without anyone knowing you had help.
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Corina, this is a fantastic resource, with top-notch content and beautifully produced. Thank you so much, I see you and so appreciate you!
Warmest wishes from Cambridge UK,
Alison Judge
Thank you Alison for your kind words.