The cultural, social, and political climate in Saudi Arabia is evolving, particularly around gender representation. Traditionally characterized by conservative norms, reforms under Saudi Vision 2030 aim to increase female participation in the workforce and public life. These changes include the right for women to drive and more inclusive employment policies, signaling a shift towards gender equality.

Hyundai’s Night Souk Experience was set against this backdrop, designed to enable Saudi women by providing a platform for female entrepreneurs to showcase their businesses and network. This initiative directly addressed the societal challenge of changing perceptions about women's roles in Saudi society by focusing on entrepreneurship and economic independence.

Hyundai's work was particularly significant within the Saudi context as it actively supported the progressive elements of Vision 2030 concerning women's rights and representation. By creating a supportive environment for women's economic activities, Hyundai contributed to advancing the dialogue on gender equality and the economic empowerment of women in the Kingdom, aligning its brand with the values of inclusion and progressive change.

The event provided a platform for female-owned businesses to showcase their products and services, increasing their visibility within the community. This setup facilitated direct engagement with the public, promoting their entrepreneurial ventures. Additionally, the event included empowering panel discussions with influential women from various fields, offering valuable insights and inspiration. And finally they had also incorporated activations utilizing the cars within different activations to engage with the audience. This strategic approach not only strengthened Hyundai's connection with Saudi women but also actively supported and promoted women-led businesses, contributing to their growth and presence in the local market.

Hyundai Motor Company’s strategy for the Night Souq Experience in Riyadh was well-conceived, focusing on two main objectives:

1. Engaging with the Female Community: Over 80% of the 8,000 attendees were women, demonstrating the effectiveness of the venue in attracting the target demographic. The interactive activations, including the culturally themed "Tasouq Driving License," facilitated direct interaction between women and Hyundai’s latest car models, enhancing brand connection.

2. Supporting Female Entrepreneurs: The event served as a platform for female-owned businesses, promoting their visibility and providing them with networking opportunities. It also featured empowering panel discussions with influential women, highlighting Hyundai’s commitment to supporting women’s professional and personal growth.

This strategic approach not only met Hyundai’s objectives but also fostered strong community ties and positioned the brand as an integral supporter of local entrepreneurs in the evolving Saudi market.

Hyundai's Night Souq Experience was executed over two days, from February 2nd to 3rd, in Riyadh at a venue known for its weekly markets highlighting local businesses. The event featured a diverse range of activations including the "Tasouq Driving License," educational car interactions, and self-love themed gas stations, all aimed at engaging the female audience. The inclusion of a sustainability zone and a creativity zone further diversified the experience, catering to a broad set of interests and promoting Hyundai's innovative car models.

The scale of the event was substantial, attracting over 8,000 attendees, predominantly women, which underlined its success in reaching the targeted demographic. The strategic placement at a popular local market ensured high visibility and foot traffic, maximizing the event’s impact and reach within the community. This thoughtful implementation and timing were crucial in achieving Hyundai's objectives of enhancing brand perception and supporting female entrepreneurship.

The Night Souq Experience significantly enhanced Hyundai's brand perception as a supporter of female entrepreneurship in Saudi Arabia. The event markedly improved consumer awareness, associating Hyundai with progressive values and community engagement. This strategic positioning attracted a large female audience, fostering a strong connection with a crucial consumer segment.

Overall, the event not only solidified Hyundai’s reputation as a gender-sensitive company but also contributed to shifting societal norms around women's roles in business and public life. The long-term expectation is that this enhanced brand perception will translate into sustained sales growth as more women become empowered to make purchasing decisions.