Snap Inc. has announced that its fourth annual AR Ramadan Mall reached over 16.8 million users across the MENA region in 2025. According to a press release, the immersive shopping experience saw significant growth in user engagement, building on other AR experiences on Snapchat. The platform recreated GCC heritage towns as a digital village for users to browse and discover products during the Holy Month.
What is the AR Ramadan Mall?
The AR Ramadan Mall is a virtual shopping and discovery space within the Snapchat app, designed specifically for the Holy Month. Instead of a simple digital catalogue, Snap created a mystical digital village inspired by traditional GCC towns. Users could navigate virtual streets and explore digital storefronts, mirroring the social aspects of shopping and discovery common during Ramadan.
This year’s edition featured a diverse range of brands across multiple sectors. Participants included Givenchy, NiceOne, Al Majed Oud, Faces, Max Fashion, Tecno, Adfaz, Almarai ‘Alyoum, and Keeta. The platform gave these brands an interactive way to showcase products and collections to a large, engaged audience.
The 2025 results by the numbers
The key metric is the reach of 16.8 million Snapchatters, but the engagement figures show a deeper story. The experience generated 250 million impressions, and the average time users spent in the AR brand environments grew by 30.25% compared to 2024, hitting over 26 seconds per user. This matters because it shows users weren’t just passing through; they were actively interacting with the content.
The social aspect was also strong, with over 265,000 shares. This indicates that users were sharing their experience with friends and family, turning a solo browsing session into a shared activity. For brands, this organic distribution is a powerful measure of success.
A shared cultural event
Snap frames the project as more than just a commercial venture. Mohammed Bouarib, Regional Creativity Strategy Lead at Snap Inc., described it as a “digital landmark that mirrors the heartbeat of the community.” He added, “By blending the spirit of the Holy Month with immersive technology, we’ve turned seasonal discovery into a shared cultural event, proving that when AR is built for connection, it commands unrivaled attention and measurable impact.”
This approach seems to be central to Snap’s investment in the region. Building on this momentum, the company confirmed that planning is already underway for the fifth edition of the AR Ramadan Mall in 2026, as it continues to focus on seasonal AR experiences.
How to access the AR Ramadan Mall
The AR Ramadan Mall is a free experience available to all Snapchat users during the Holy Month of Ramadan. Users can typically find it through the Snapchat Camera or featured in the app’s ‘For You’ section during the campaign period.
