As locals would agree, Pakistan is a country beaming with culture and tradition, a richness most vividly expressed through its vibrant festivals. For businesses, such festivals offer a unique opportunity to promote and export cultural goods to international markets.
For example, in the weeks ahead of Eid, fashion labels may launch a new salwar kameez collection featuring traditional embroidered motifs novel to Pakistan, which may appeal to Arabs, Indians and even those in the West. Or, craft businesses may design unique kites and export them to countries with a strong South Asian diaspora – such as Canada and the United States – for the Basant celebrations, the kite-flying festival.
Evidently, the festive season is an ideal time for Pakistani businesses to tap into global markets and share the essence of their heritage with the world. Here’s a quick guide on how to get started.
How to leverage festivals for cultural exports from Pakistan
1. Identify export opportunities
Recognising what the global demand is for Pakistan’s cultural products can help export businesses tailor their strategies for better outcomes. To do so, they can look into the country’s holiday calendar for opportunities. While there are many festivals to consider, these have a wider international reach:
Eid al-Fitr and Eid al-Adha
Eid al-Fitr and Eid al-Adha are two notable religious festivals deeply ingrained in Pakistan’s social fabric and that of Muslim communities worldwide. While both have distinct significance in Islam, there are constants which offer trade potential. For instance, families deck up for the festivities, so businesses can export the latest designs in festive fashion, from abayas to kurtas. These can also include ethnic embroidered footwear.
Or, they can sell cultural home decor items like frames with Islamic verses targeting families looking to spruce up their living areas ahead of the celebrations. Food is also central during these festivals, notably dates, a common snack eaten to break fasts during Eid al-Fitr and to serve guests.
Possible markets to ship to are those with a large Muslim population, like Indonesia, India and Bangladesh. Businesses can also target Muslims in Pakistan’s top export markets, such as the United States, China, the United Kingdom, the Netherlands and Germany.
Basant
Known as the festival of kites, Basant energises the state of Punjab not just in Pakistan but also in India and other parts of the world with a significant Punjabi community. Apart from kites, businesses can consider exporting a variety of traditional snacks like the sweet barfi or the savoury namkeen in airtight packaging. This festival also coincides with Basant Panchmi, celebrating the beginning of spring and the Hindu goddess of knowledge. As such, businesses may sell marigolds, incense, oil lamps and other prayer items to Hindu communities around the world.
Independence Day
While the country’s national day is an inherently local affair, there is also a large Pakistani diaspora overseas that has a strong sense of belonging back home. Businesses can cater to these communities that may organise festivities to commemorate the country’s independence albeit away from their motherland. These can be in the form of public events or private gatherings, and organisers can offer cultural products and national memorabilia as gifts for participants. Some examples of these can be t-shirts with Pakistan flags or phrases that are locally unique. Collectables like magnets and keychains can also appeal to patriotic sentiments.
2. Plan marketing strategies for export
To effectively promote products during Pakistan’s festivals, businesses should craft targeted marketing campaigns that highlight the unique cultural significance of their offerings. For example, a fashion brand might launch an Eid campaign that not only showcases the traditional elegance of salwar kameez but also emphasises the intricate handcrafted designs specific to Pakistani artisans. By creating narratives that resonate with the emotional and cultural connections people have with these festivals, businesses can attract international customers who value authenticity and heritage.
With social media, the opportunities are endless, and each platform offers unique advantages. Instagram is ideal for sharing high-quality images and short videos that create an immersive experience around your products, appealing to a younger, visually oriented audience. In contrast, Facebook is better suited for community-driven campaigns, where businesses can engage broader audiences through detailed posts, event pages and targeted ads, particularly reaching diaspora communities that celebrate Pakistani festivals globally.
Across social media, the power of influencer marketing is undeniable. Businesses can engage popular Pakistani influencers overseas, like YouTubers Zaid Ali from Canada and Scotland’s Rahim Pardesi, to extend their brand reach and connect with global customers better.
3. Design festive packaging
During festival seasons, enhancing your packaging can increase the appeal of your products and signal to customers that your brand is attuned to the festivities. Unlike non-festival seasons, where standard packaging designs may suffice, custom festive packaging can be vibrant, culturally relevant and reflective of the celebration. For example, packaging for Independence Day products can be printed in Pakistan’s national flag colours – white and green. Businesses can also add personalised messages wishing recipients on behalf of the brand, making them feel connected to a broader community during the celebrations and thus enhancing customer trust.
That said, don’t miss out on how green packing materials can further support your brand image. You can seal the deal with these sustainable product packaging ideas.
4. Customs regulations and supply chain management
As with any export venture, adhering to customs requirements, like duties and taxes, and other international shipping regulations is a must. But paying attention to specific changes in the global markets during the festive period can make a difference. For example, during Ramadan in the Middle East, private companies must cut two hours each working day so employees can fulfil their religious obligations. In the public sector, working hours are also shorter, with operating times beginning from 9am and ending at 2.30pm from Mondays to Thursdays, and noon on Fridays. This means businesses working with customs agencies and logistics, warehousing and distribution partners along the supply chain and on the last mile must clear requirements and fulfil shipments ahead of time to avoid any delays.
Extend the celebrations overseas with DHL Express
Aligning export activities with Pakistani festivals offers businesses a unique advantage globally. By leveraging these cultural events, companies can tap into diaspora communities and international markets interested in authentic Pakistani products. Partnering with a trusted logistics provider like DHL Express makes all the difference in turning opportunities into results.
Read more about our export services here, and start planning your shipping strategies around major festivals today by opening a business account with us.
