Interview with the Cologne/Bonn Fair: Observing Saudi Society and Business Dynamics

In September 2025, the Cologne/Bonn Fair asked me for my  insught into Saudi Arabia's evolving social landscape, its transformation, and the implications all that has for international business.

In the process of being asked questions as an expert, it was interesting to reflect on the reshaping of the Kingdom's economic and social fabric. While traditional norms persist, subtle shifts are evident in daily life. Workplaces are modernizing, with younger employees seeking collaboration over hierarchy. Public spaces, once rare, are now vibrant hubs where generational and gender boundaries are tested and redefined.

This transformation, driven by Vision 2030, is of particular interest to German businesses. Germany is Saudi Arabia's fourth-largest goods supplier, with exports in machinery, motor vehicles, and chemical products. In 2023, the trade volume between the two nations reached €10.4 billion.

Key sectors for German investment include renewable energy, healthcare, and advanced industries. For instance, German machinery exports to Saudi Arabia grew by 24.1% in 2023, highlighting the demand for advanced industrial equipment.

Understanding these cultural nuances is crucial for German companies aiming to navigate the Saudi market effectively. Being interviewed by the Cologne/Bonn Fair underscores the importance of cultural awareness in fostering successful business relationships.

By examining daily habits and social norms, we gain a clearer picture of Saudi Arabia's evolving identity — a society balancing tradition with modernity, offering opportunities for informed and strategic engagement. What makes this moment particularly compelling is the human dimension behind these shifts. Saudis today are not only adapting to change but actively shaping it, whether through entrepreneurship, art, or community initiatives that reflect both ambition and rootedness. The younger generation, in particular, shows confidence in redefining what progress means while maintaining respect for cultural continuity.

For international partners, this means engaging with a society that is dynamic, self-aware, and increasingly outward-looking. The real opportunity lies not only in trade figures but in mutual understanding — in seeing Saudi Arabia not as a market alone, but as a nation in motion, where social transformation and economic potential move hand in hand.

Interview – Dahlia Rahaimy