Saudi–Russian meetings explore market entry requirements for franchise brands

Saudi Arabia’s National Franchise Committee explored the requirements for Saudi brands entering the Russian market during meetings with business organisations and specialist institutions in Moscow. The meetings formed part of the ‘Saudi–Russian Franchise Window’ programme and coincided with the conclusion of the committee’s participation in BUYBRAND EXPO 2026, combining an introduction to the business environment with the presentation of franchise opportunities to investors.

Meetings go beyond introducing brands

According to a report published by Franchising.sa on 5 October 2026, the programme included meetings with the Moscow Chamber of Commerce, the Russian export authority and the Russian Franchise Association. It also included visits to several private Russian universities and a meeting with Russian company Top Franchise, aimed at exchanging expertise and understanding the business environment and requirements for Saudi brands entering Russia.

These meetings highlight a different aspect of market development from exhibiting at a trade show. The focus was not simply on presenting a business model, but on understanding the environment in which a brand hopes to operate. The report described the purpose of the outreach as exchanging expertise and exploring entry requirements. That should be distinguished from announcing the launch of commercial operations or the signing of franchise agreements.

The programme brought together organisations involved in trade, exports and franchising, alongside universities and a specialist company. Engagement therefore extended beyond investors visiting the exhibition to include contact with local institutions as part of market research. The announcement did not provide details of the individual outcomes of each meeting or any resulting contractual commitments.

Connecting two franchise communities

The committee participated through the ‘Saudi–Russian Franchise Window’ programme, which provided a framework for presenting expansion opportunities and engaging with stakeholders in the Russian market. The Saudi pavilion showcased franchise and expansion opportunities for six Saudi brands at an exhibition attended by more than 170 exhibitors and thousands of investors, entrepreneurs and industry specialists.

The exhibition enabled Saudi brands to introduce their business models and explore partnership and expansion opportunities. This was the stated outcome for the participating brands: presenting opportunities and opening discussions with potential partners, rather than confirming the award of franchise rights or identifying locations for new outlets in Russia.

For the Saudi franchise community, the value of combining the pavilion with meetings outside the exhibition lies in their distinct roles. The pavilion presented brand opportunities, while the meetings focused on understanding the business environment and entry requirements. This approach illustrates how brand promotion and market research can sit within a single programme, without treating either as a substitute for the other.

International expansion on the discussion agenda

Dr Khalid Al-Ghamdi, Chairman of the National Franchise Committee, took part in the exhibition’s official programme, speaking at a session entitled ‘Franchising: A Bridge for Business Growth Between Saudi Arabia and Russia’. The session addressed opportunities for cooperation between the two markets and prospects for Saudi brands to expand internationally, as part of discussions about building direct links with investors and potential partners.

This added a discussion forum to the programme’s meetings and pavilion presentations. Participation was not limited to presenting individual business opportunities; it also included debate on cooperation between the two markets on the exhibition’s official stage. Nevertheless, discussing expansion prospects is different from announcing investments that have been made or outlets that have begun operating.

According to the report, the participation continued the committee’s efforts to help Saudi brands expand internationally through franchising and connect them with global markets and investors. This direction supports the competitiveness of Saudi brands and a stronger presence for Saudi companies in international markets, in line with the objectives of Saudi Vision 2030.

From initial contact to assessing market entry

The programme’s stated outcomes place market understanding at the heart of the follow-up to expansion opportunities. Meeting a potential investor, presenting a business model and engaging with local institutions are distinct steps in the exploratory process. Exhibitor numbers or attendance figures alone are not enough to judge whether a particular brand is ready to operate outside Saudi Arabia.

For brand owners following programmes of this kind, a practical starting point is to organise the questions that need answering before deciding to expand: which local requirements need to be checked? What information is needed to assess a partner? Which aspects of operations need reviewing when entering a new market? These are due diligence questions, not specific Russian requirements announced by the programme.

Practical takeaway: Treat the exhibition as a starting point for making contacts, and meetings in the target market as opportunities to gather information. Before turning interest into a commitment, verify entry requirements, the partner’s capabilities and the suitability of the business model. The published report confirms introductions and exploratory work, not completed expansion.