Downtown Balila

“It is originally from Egypt and people started making it in Saudi ever since I was born, and even now it still tastes and looks the same,” said Ali, a 48-year-old balila seller.
“Balila used to be sold in the streets from carts roaming the neighborhoods in the old days. But now, as Jeddah has gotten bigger, we thought it would be a better idea to sell in one place, especially downtown because a lot of people visit there during Ramadan.”
He said 60 years ago children used to run after the balila cart while the seller sang a special lullaby to attract more cusotomers.
“I still sing this song to people downtown and it still has the same effect on them. I love how when I start singing people start turning their heads and come to my stand to buy from me,” he added.
Balila stands only tend to appear during Ramadan, although that does not usually stop sellers from making a lot of money.
“We start business on the first day of Ramadan and I usually start cooking after 8 p.m. as people start coming to the location,” Ali said.
“I usually serve more than 15 kilos per day, while during the last 10 days I can sell up to 30 and even more.”
Selling balila is a job that is passed down the generations. “My father and my grandfather used to sell balila and I used to go with them when I was younger until I learned how to make and sell it,” said Ali.
“Now my 20-year-old son Rashed is helping me. He is a university student and he helps me every Ramadan selling balila and I hope he teaches his sons and his grandsons.”
According to Ali, selling balila makes him a lot of money, even if it is just for one month.
“I sell the cup of balila for three riyals and thanks to God I’m making good money out of it. It’s been 18 years now since I started selling balila downtown by myself and I have already bought my own building where I live with my family and rent out the other apartments,” he said.
Rashed is a marketing student at King Abdulaziz University who started helping his father sell balila years ago, and now he has his own stand.
“I began by shadowing my father. I stood next to him and learned from him and now I’m a professional balila seller. People have started recognizing me as they recognize the high quality of food I sell,” he said.
“For sure, I will teach my children this profession in addition to whatever they want to do, just to keep the tradition in the family.”