A celebration of tradition, digital buzz
As Eid approaches, Oman is witnessing a fusion of tradition and modernity, with social media, digital transactions and commercial festivities shaping the celebrations. From viral food trends to exclusive shopping deals, the festival is evolving while staying rooted in cultural customs.
Mazen al Wahaibi (@mazinalwahaibi4), a popular Omani influencer, observes how digital platforms have transformed the Eid experience. 'Social media is a key driver of trends, from fashion choices to shopping habits. Platforms like Instagram and Snapchat amplify celebrations, connecting people and enhancing cultural engagement,' he says.
Social media is also redefining how people prepare for Eid, with platforms buzzing with fashion inspirations, culinary trends and festive content. Henna artists are in high demand, showcasing intricate designs that have gone viral. Meanwhile, the Pakistani Farshi Shalwar, a traditional outfit, has sparked styling debates, adding to the festive fashion fervour.
Mazen al Wahaibi
One of the season's most talked-about trends is food. Afshan Jabeen, a two-time winner of Panasonic MEA's content creation awards, highlights the growing digital influence on culinary preferences. 'Food trends were exceptionally high this Ramadhan and Eid. People look for easy-to-follow recipes and restaurant recommendations for Iftar and Suhoor. One standout was Lazy Ahmad's Cake, a viral sensation that took social media by storm.'
Beyond fashion and food, music is shaping the digital celebration. The Ramadhan anthem 'Tab Tabi Tab' emerged as the unofficial soundtrack of the season, inspiring humorous and nostalgic content across platforms, she says.
With heightened online engagement, businesses in Oman are seizing the festive opportunity. Malls have transformed into entertainment hubs, hosting Qaranqasho celebrations for children, launching exclusive Eid offers and curating special experiences to attract shoppers. Restaurants, too, are offering picturesque Iftar buffets by the shore and under the open sky.
'Eid is a time when people want to connect, celebrate and indulge. Businesses are responding with tailored promotions, immersive experiences and unique offerings to enhance customer engagement,' says Aleeza Hasan, Owner and CEO of Fluttr Marketing and Events.
Aleeza also says the healthcare and wellness sector is also tapping into the Eid market, with discounts on wellness packages, spa treatments and skincare products. Meanwhile, automobile companies are offering festive promotions, including limited-edition Eid vehicles, catering to families looking to make significant purchases during the season.
Corporate events and marketing specialist Maimuna Bi Sayed notes the rising influence of digital creators during this period. 'Influencers play a key role in making Eid a visually engaging experience. From personal preparations to brand collaborations, they set new trends that inspire audiences.'
Afshan Jabeen
While digital trends are reshaping Eid, cherished traditions remain at its heart. Families prepare weeks in advance - shopping for new outfits, making traditional sweets and planning gatherings. One of the most enduring customs is the giving of Eidiya, where elders present money to younger family members.
To keep this tradition alive, many visit banks to withdraw crisp 100 baisa and RO 1 notes. However, technology is modernising even this practice. Banks now offer QR-code-based Eidiya transfers, allowing families to send festive money digitally - a solution gaining popularity among those separated by distance.
Beyond shopping and technology, Oman is embracing the festive spirit with stunning visual displays. Streets and public spaces glow with crescent-shaped illuminations and Ramadhan-themed decorations, transforming the city into a vibrant spectacle, mentions Aleeza.
Eid today is a seamless blend of tradition and innovation, where old customs meet new trends. Whether through digital Eidiya, viral social media moments, or business-driven festivities, the season continues to evolve. Yet, at its core, Eid remains a celebration of family, faith and generosity - expressed in ever-evolving ways in a digital world.
Aleeza Hasan, CEO, Fluttr Marketing and Events
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