Wejdan Ghoos, a Madinah native, has transformed her Riyadh-based home venture WeGo into a social media phenomenon by combining matcha beverages with Saudi hospitality. Launched in 2025, the brand gained traction through customer-shared videos, including posts by vloggers @.afnan and @bigallam that each garnered over a million views.
Organic Growth Without Paid Ads
Ghoos, who runs the business with just 11,400 TikTok followers on @wego.ksa, emphasized that WeGo's growth was organic. "We did not rely on paid promotions on TikTok or Snapchat. Instead, customers genuinely enjoyed the experience and chose to share it with their audiences," she told Arab News. She believes this trust-based growth is more meaningful than advertising.
Curated Pick-Up Experience
Customers must order at least 20 minutes in advance via WhatsApp or direct message. The menu features eight specialty matcha drinks. Upon arrival, the order is presented on an elegantly decorated tray with flowers, woven placemats, bukhoor, a lamp, and a lace-trimmed banner embroidered with "The best matcha in Riyadh" in Arabic calligraphy. "We do not simply serve beverages — we create a complete Saudi hospitality experience," Ghoos said.
Bukhoor, a traditional incense, is a key element. "It is a symbol of Saudi hospitality, generosity, and welcoming guests. Even though offering bukhoor comes with an additional cost, I continue doing it because it represents the values I believe in and the Saudi culture I am proud to share," she explained.
Passion and Quality Behind the Scenes
WeGo was born from Ghoos' passion for hospitality and the demand for specialty beverages in Saudi Arabia. She personally prepares each drink to maintain quality and authenticity. With only one employee, she sometimes spends up to eight consecutive hours making drinks. Balancing this with her full-time job as a business development professional and being a mother of two is challenging. "Every success requires planning, commitment, and perseverance," she said.
Compliance and Future Plans
Ghoos ensures WeGo complies with all municipal and food safety regulations. Looking ahead, she hopes WeGo will be recognized as a Saudi brand that combines specialty beverages with authentic hospitality, expanding across Saudi Arabia and beyond. "My goal is for people to remember not only the quality of the drinks, but also how they felt during their visit," she stated.
For aspiring entrepreneurs, Ghoos advises taking a leap of faith. "Many people wait for perfect conditions, but entrepreneurship is a journey of learning through action. Stay patient, stay consistent, and focus on creating real value for people. Success takes time, but consistency always pays off," she said.
