In a Ramadan spectacle full of humor and surprises, some social media stars transformed into Jeddah’s popular street vendors.
Yesterday, the lens was tracking a bag containing an astronomical amount of money, today it is tracking a boiling “night pot” and a plate of potatoes coming out of the oil.
The irony lies not in the selling, since trading is an honor, but in the quick jump from “luxury lifestyle” to “two more riyals, please.” Suddenly, luxury cars disappeared from everyday conversation, and instead I heard a voice saying, “Haret Ziyada? Extra sauce?”
A few months ago, there was an account explaining the different shades of Italian leather, and today it explains the difference between plain night and lemon night. From “Yugao” to “Secret Chili Sauce.” The Ramadan market seems to be more stable than the advertising market.
Is it a wise seasonal investment? perhaps. Is it an attempt to get closer to people? I’m coming in. But the curious question for observers is: Where have all the manifestations of wealth gone, presented as if they were a permanent, unshakable reality?
Apparently, the fame economy can’t be measured solely by the number of followers. Advertising is changing, engagement is declining, and platforms don’t recognize the past. Small-scale store openings may therefore be safer than temporary “discount codes.”
What’s interesting is that the same audience that was praising the high-end shopping scene is now lining up to buy potatoes from the same hands. This scene contains some kind of comedy. Digital stardom is sold on the sidewalk, with lenses recording every moment as if it were a new campaign.
So the question remains: have the masks fallen? A question asked not out of sarcasm, but out of surprise. When the image suddenly switches from the “ideal luxury life” to a busy night stall looking for customers, the audience has the right to wonder. Was it the complete truth that was shown all along, or was it a carefully staged scene?
In the end, no one objected to this work, but this year’s stalls did not just sell overnight, but rather revealed the fragility of a sophisticated image. Between “international brands” and “a plate of potatoes,” the old idea that wealth on screen meant wealth in real life has collapsed.
