JEDDAH: Wejdan Ghoos’ Riyadh-based brand WeGo, a home-based specialty beverage venture, has turned a humble matcha drink into a social media sensation, one cup at a time.
Ghoos, who is originally from Madinah, affirms that social media played a major role in the growth of her business. “It allowed me to share the story behind WeGo, connect directly with customers, and showcase the values behind the brand,” she told Arab News.
The business, which launched in 2025, gained traction when customers began sharing their personal experiences on social media. Some of these videos generated thousands of views with one post each by vloggers @.afnan and @bigallam raking in over a million views.
Ghoos, who has just 11.4k followers on her business TikTok account @wego.ksa said, “One thing I am particularly proud of is that WeGo’s growth was not driven by paid advertising campaigns. 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.
“I believe this kind of organic growth is especially meaningful because it is built on trust and authentic customer experiences rather than advertising,” she added.
