Updating Saudi Arabia’s Image, One Joke at a Time

Saudi Arabia’s latest tourism campaign does something rare: it laughs at the clichés that once defined it. With dry humour and quiet confidence, it shows a country telling its own story on its own terms.

by Dahlia Rahaimy | 7th Dec 2025

Viewpoints

Minimalist red-and-beige illustration showing a Saudi man walking from an oil pumpjack toward a modern office building, symbolising Saudi Arabia’s transition from oil-based work to skill-driven service jobs.

The Quiet Revolution in Saudi Jobs

Work in Saudi Arabia is undergoing a quiet but profound shift. Jobs that once guaranteed security, status, and a desk in a ministry are giving way to roles that demand skills, adaptability, and competition. The change is economic, but also social: careers now shape identity, ambition, and mobility in ways that previous generations never had to consider.

Nov 25, 2025

View of the Louvre Abu Dhabi’s white geometric buildings set over turquoise water, with the museum’s dome behind them, seen on a clear Gulf morning.

Museums and Memory: Why the Gulf’s Cultural Turn Matters for Saudis

The Gulf is rethinking culture. In his ICOM Dubai address, Zaki Nusseibeh — Cultural Advisor to the UAE President and Chancellor of UAE University — captured a growing regional conviction: museums are no longer quiet repositories of memory but active forces shaping identity, belonging, and the pace of change. For Saudi Arabia, that shift could not be more timely.

Nov 21, 2025

A minimalist illustration on a red background showing an open book, an artist’s palette with a paintbrush, and an oud placed side by side, symbolising literature, visual arts, and music in Saudi culture.

Alzahrani’s Argument for Culture as a National Resource

Culture is moving from the margins of Saudi life to the centre of its public conversation. As Dr. Hatem Alzahrani recently argued, investing in creativity is becoming a way for the country to understand itself — not just an economic choice, but a social shift many Saudis now feel.

Nov 18, 2025

From Oil to Offices — and Beyond

Saudi Arabia is moving from government jobs to skill-driven service work, reshaping expectations around careers, opportunity, and social acceptance.

Nov 13, 2025

Saudi pottery workshop showing traditional craft within the country’s growing cultural sector.

The Return of Art to Public Life

Saudi Arabia’s creative landscape has moved from the margins to the mainstream. What was once quiet and private is now confidently displayed, redefining both public life and national identity.

Oct 25, 2025

Drone show above Riyadh’s Boulevard City on July 10, 2025, marking the opening of the Esports World Cup as fans watch from below.

Saudi Arabia’s Gaming Industry Comes of Age

Saudi Arabia’s gaming industry is no longer in its early stages. What began as a niche hobby has evolved into a cultural and economic force — one that mirrors the country’s broader shift toward innovation, creativity, and global participation.

Oct 23, 2025

Abstract compass with handshake, wave, cheek kiss, and nod, symbolizing Saudi social greetings.

How Expats Help Decode Saudi Arabia

Saudi Arabia’s transformation is not only about reforms and policies; it is also about the small gestures and social puzzles that shape how Saudis and expats understand one another.

Sep 7, 2025

Ferrari Formula One pit crew in red uniforms working on a race car at the Jeddah Corniche Circuit during the Saudi Arabian Grand Prix, surrounded by photographers and bright night lights.

Saudi Arabia’s Cultural Shift: Beyond Soft Power and Star Power

Saudi Arabia’s global rebrand is making headlines, but the real story lies at home. As sports stars, influencers, and cultural icons take the stage, a quieter transformation is reshaping how Saudis see themselves—blending global exposure with local identity to create a more confident, outward-looking society.

Aug 14, 2025

Sunlit kitchen with fresh vegetables, flowing water, and a desert landscape outside, symbolizing food and water security.

Food and Water in Saudi Arabia: A Household Challenge with National Stakes

Food and water security in Saudi Arabia is often discussed in terms of megaprojects, supply chains, and national strategy. Yet its impact is most tangible at home. In a country where over 80% of food is imported and water depends on energy-intensive desalination, the real shift is happening in kitchens, classrooms, and family budgets. From mindful hospitality to urban hydroponics, Saudi households are quietly shaping the future of sustainability—one small act at a time.

Jul 31, 2025

Illustration of a stylized Gulf map with Oman highlighted in red-orange, surrounded by VAT receipts and a large income tax document — symbolizing Oman’s 2028 income tax policy and its ripple effect across the region.

A Gulf First: Oman Embraces Income Tax

For decades, the idea of personal income tax in the Gulf felt distant — a concept reserved for foreign travel or dual citizenship obligations. Now, with Oman set to introduce the region’s first such tax in 2028, the conversation is no longer hypothetical. What seemed taboo is becoming a new regional reality, with broader implications for how Gulf citizens view spending, subsidies, and their role in sustaining national budgets.

Jul 18, 2025

Muslim woman in hijab reading the Qur’an alone inside a mosque, sitting on green patterned carpet with sunlight and shadows.

What Does Religion Look Like in Saudi Life Today?

To outsiders, religion in Saudi Arabia often conjures images of rigid rules and public enforcement. But inside the country, a quieter transformation has taken place — one that shifts the focus from obligation to conviction. Faith remains central, yet increasingly personal.

Jul 4, 2025

A Saudi woman shops for abayas at a clothing store in Jeddah. While wearing the abaya is no longer legally required, many women in Saudi Arabia continue to choose it in various styles and colors as part of evolving modest fashion norms.

Do I Have to Wear an Abaya or Hijab in Saudi Arabia?

Saudi Arabia’s dress code has long been a topic of curiosity and misconception. While much has changed in recent years, the question of whether women must still wear an abaya or hijab remains one of the most frequently asked. The answer, as always, depends on context—cultural expectations may speak louder than laws.

Jul 2, 2025