It’s fascinating to see how each country leans on its homegrown brands to represent its unique cultural fabric. In Japan, they are seen as cultural custodians, driving over 65% of retail sales. Similarly, in the United States, it is estimated that over 70% of total retail sales are driven by homegrown retailers, highlighting the significant role domestic brands play in shaping their respective retail industries. While, in India, homegrown retailers make up 70% of the market. Saudi Arabia truly stands at a fascinating crossroads. On one side, we have a flourishing homegrown retail ecosystem, with regional brands becoming national champions. On the other, tried-and-tested international franchisees like IKEA, Zara, and H&M continue to draw consumers. In fact, Saudi homegrown retailers account for 70% of retail employment and are projected to grow by 5% annually, thanks to the Kingdom’s support for local entrepreneurship through Vision 2030. As more Saudis take the helm of retail innovation, the narrative is shifting—toward empowerment, resilience, and self-reliance.