Support from the Saudi Arabian government to strengthen the entertainment and exhibition industry are notable. In 2018, the Vision 2030 Quality of Life Program set the goal to “improve the individual and families’ quality of life by creating the necessary environment to develop and support new liveable and lifestyle options in Saudi Arabia, which expands the horizons of many sectors that directly impact citizens, including sports, culture and entertainment”. Restrictions on arts and entertainment were largely lifted, with funding and policy support in the form of multiple large‑scale projects to strengthen Saudi Arabia’s arts and entertainment capacities and portfolio until the industry reaches a stage where they are self‑sustainable.[1] According to Kallas, the Saudi Arabian entertainment and exhibition industry has matured in recent years due to the rapidly growing demand from citizens and the international community.

Kallas introduced to HKTDC Research some major events and entertainment in Saudi Arabia of which most Hong Kong people might be unaware. For example, Saudi Seasons, a series of festivals held in specific cities, hosts all types of conferences and entertainment including sporting events, festivals, exhibitions, shows and parades. These were held during 11 “seasons” in 2022. The largest season held in the capital Riyadh attracted more than seven million visitors in less than two months, according to the General Entertainment Authority of Saudi Arabia.[2]

Apart from Saudi Seasons, the country held a seven‑week long event last year in Riyadh, Gamers8, one of the world’s largest e‑sports and gaming events. It comprised a large variety of activities tailored to different audiences, including concerts with renowned local and international artists, a live‑streaming e‑sports competition, a cosplay festival, a Japanese culture zone and a game development area for new gaming experiences. E‑gaming has become much bigger among Saudi Arabians in recent years and, according to Kallas, the most popular games are FIFA, for which many tournaments are held, League of Legends and Call of Duty.  

On the cultural front, most Saudi Arabians crave music and concerts. The country’s largest music festival, MDL Beast, has been held in Riyadh annually since 2019, and invites numerous musicians and dancers to perform – the organiser claims more than 200 artists will perform at the 2023 edition. In addition, the music festival was recorded in the Guinness World Record in for having the world’s tallest temporary stage.[3]

Kallas emphasised that all these events were not only for locals, but that they also target audiences including tourists from across the globe. He told HKTDC Research: “Saudi Arabia wants to promote itself as a welcoming place to people from all around the world; lots of tourism visas have been given out.”

MDL Beast, the largest music event in Saudi Arabia. (Source: MDL Beast’s website)[4]

Gamers8, one of the biggest e‑sports events worldwide. (Source: Gamers8’s website)[5]

In addition to these festivals and events, Saudi Arabia also holds various high‑quality exhibitions such as the World Defence Show, the Saudi Jewellery Show, the International Coffee & Chocolate Exhibition, and the Saudi International Motor Show, which aim to promote a luxury lifestyle and attract foreign businesses and investors.

Vision 2030

In addition to the opportunities in the entertainment and exhibition sector, Kallas pointed out that an immense amount of government funds was allocated to building infrastructure under the economic diversification plan Vision 2030. Exhibitions such as Saudi BUILD and Saudi Infrastructure Expo encourage investment and bring in capabilities and technologies for the forthcoming infrastructure projects, as well as creating more B2B opportunities and activities.  

Of the numerous mega projects, The Red Sea and NEOM are among the most remarkable and ambitious. To demonstrate Saudi Arabia’s rich potential of cultural and social opportunities, The Red Sea is positioned as a luxury tourism destination including a wide range of leisure and entertainment facilities supported by renewable energy. NEOM is a new city to be built from scratch and powered by purely sustainable energy and the most advanced technologies, and aims to allow a sustainable lifestyle.

With various projects under the Vision 2030 plan that cover areas including smart cities, tourism and clean energy, Saudi Arabia will create strong demand for talent such as procurement professionals, architects, engineers, consultants, developers, environment experts, innovative solution suppliers and technology providers, particularly in green and material tech. Kallas said that as Hong Kong had a vibrant construction sector with a solid technology and science background, its companies could benefit from grabbing the opportunities brought about by Saudi Arabia’s Vision 2030.

Stressing that Hong Kong and mainland Chinese companies, especially those in the construction sector, were perceived in Saudi Arabia as being very reliable, Kallas explained: “Hong Kong and Chinese companies are in a good position to get involved in Saudi Arabia’s economic development and related business opportunities.”

The technology sector also has huge potential for Hong Kong companies and start‑ups. Kallas pointed out that technology that improves people’s standard of living was needed in the country, adding: “Vision 2030 is not only about megaprojects, but is also about living smart and sustainably.” All technology companies from well‑established leaders to start‑ups were welcome, Kallas said, as long as they could showcase their capabilities in providing innovative solutions.

Kallas: “Vision 2030 is not only about megaprojects, but is also about living smart and sustainably.” (Source: Vision 2030)[7]

Hong Kong Businesses 

While Saudi culture is moving towards more openness and inclusiveness, local customs and traditions must still be observed. Hong Kong companies should be aware of the cultural norms in the country if they are interested in the Saudi market, just like any business expanding into a foreign country with another culture. Kallas emphasised that Saudi Arabia was more open than many people imagined, and that Saudis were very welcoming of foreign cultures. 

Saudi Arabia’s ease of doing business is also high, with Kallas suggesting there was no restrictions on foreign companies running businesses – though getting a local partner would definitely help to make sure everything was handled properly.

Kallas suggested to HKTDC Research that people from all over the world, including those representing Hong Kong businesses, should visit Saudi Arabia and feel the development of the country first‑hand, concluding: “The more they can see, the more they can form an opinion.” 

[1] Oxford Business Group, Saudi Arabia expands entertainment options to improve quality of life.

[2] Seven Million Visitors to Riyadh Season 2022 in Less Than Two Months. https://www.gea.gov.sa/en/7-million-visitors/ 
[3] https://www.guinnessworldrecords.com/world-records/603670-tallest-stage-temporary 
[4] MDL Beast’s website
[5] Gamers8’s website
[6] NEOM’s official website
[7] Vision 2030