DAMMAM — For the first time, the King Abdulaziz Center for World Culture (Ithra), a Saudi Aramco initiative, will transform Dhahran Expo into a winter wonderland this season.
Arab News toured the family-friendly venue with Munirah Alsafra, head of outreach programs at Ithra, who explained the strategic shift. “Ithra Winter is different this year. We used to always present the experience within the Ithra premises, but this time we wanted to be closer to the visitors — we wanted to present a different experience, so we came to you. We moved from the center’s walls to be closer to our community,” she said.
The Expo space — previously used for conferences and once as a COVID-19 vaccination site — has been divided into 17 Ithra-centric zones, each offering a distinct cultural experience. Effectively, the venue becomes a satellite Ithra, positioned for greater accessibility to residents of Dammam and those enjoying the cooler evenings near the corniche.
Interactive spaces for young creatives feature prominently. In an area designed by Saudi graffiti artist Ali Zouri, visitors use supplied stickers to follow ready-made patterns or add their own interpretations to a communal wall — a zone that drew repeat visits throughout the tour.
“As in all programs presented by Ithra, supporting local products and entrepreneurs is a core part of the center,” Alsafra noted. Among the vendors is Dammam-native Maryam Alahmed and her chocolate-strawberry brand, Cocoa & Co. Priced between SR15–45 ($4–$12), the treats source chocolate from Belgium and Italy and strawberries from South Africa, while operations remain fully based in Dammam.
Alahmed shared the personal origins of her venture: “The idea to start the company came to me when my father passed away. I decided to isolate myself for a month and travel to Paris. It was autumn and I would sit as the tree leaves were falling, and I would eat strawberries with chocolate from a small shop… You know, as women, when we get sad, we need sugar; when we are happy, we need sugar — in every situation we need sugar. Children love strawberries too and it is now in season — the perfect companion for this winter.”
Another highlight is MYLK cafe, offering a mini menu including baby chino (a playful take on cappuccino), flavored milks (strawberry, chocolate, vanilla), and child-sized snacks at pint-sized tables and chairs. Adults supervising can purchase a SR10 coffee.
“Since the weather is nice, the outdoor areas are definitely active, so we have outdoor dining experiences in addition to the outdoor theater to complement the winter atmosphere,” Alsafra added.
Ithra Winter runs nightly from 4 p.m. to 11 p.m. until November 28. Admission is free — consistent with Ithra headquarters — though a ticket is required for entry, available at the Expo entrance. The event is separate from the “Khobar Season” festivities, which launch Friday, November 13 at the corniche and are also free of charge. Further details are available on the Ithra website and social media channels.