Riyadh – BETH News Agency

Turki Al Alshaikh, Chairman of the General Entertainment Authority, revealed the details of Riyadh Season 2025 during the government press conference, announcing that the season will officially kick off on Friday, October 10, with a grand parade from Boulevard World — marking the start of a new and locally inspired edition of the region’s most dynamic entertainment season.

Al Alshaikh highlighted that last year’s Riyadh Season attracted 20 million visitors from 135 countries, noting that the 2025 edition will place a stronger focus on local content, reinforcing Saudi Arabia’s growing identity as a hub for creative industries and entertainment innovation.

He stated that the upcoming season will feature 11 entertainment zones, 15 international championships, and 34 exhibitions and festivals, alongside the participation of 2,100 companies, 95% of which are Saudi — underscoring the depth of local engagement in this expanding economic sector.

He also noted that the market value of the Riyadh Season brand has reached approximately $3.2 billion, reflecting its status as a global entertainment trademark built on a Saudi vision.

Since its launch in 2019, Riyadh Season has established itself as one of the world’s leading entertainment events, blending Saudi authenticity with global diversity. It caters to all age groups and income levels, turning the capital into a hub of joy and cultural exchange that enriches life and spreads happiness across communities.

🇸🇦 Saudi Soft Power… When Joy Becomes an Industry and Culture Becomes an Identity

Expanded Analysis – BETH News Agency

Joy in Saudi Arabia is no longer a fleeting celebration or a passing festival; it has become a refined industry — one that blends awareness, culture, and economy, reflecting the civilizational transformation the Kingdom is experiencing under its visionary leadership.

Through Riyadh Season 2025, the philosophy of Saudi soft power emerges in its most inspiring form:
A power not measured by the number of concerts or festivals, but by its ability to build a refined human impression — one that reinforces Saudi Arabia’s status as a nation with the mind of the future and the soul of joy.

🎭 Joy as a National Ethos

In a world preoccupied with political crises and economic volatility, Saudi Arabia chose to offer the world a message of conscious joy —
a reminder that true development is not just about skyscrapers, but about a renewed human spirit.
Entertainment in the Saudi context is not mere amusement; it is a tool for balance, inspiring creativity, and strengthening national confidence.

🌍 Culture: The Gateway to Soft Power

What Saudi Arabia is doing today through its festivals, seasons, and exhibitions is building a global cultural language — one that carries an authentic Saudi identity while speaking in a tone the world understands.
It is the expansion of culture from heritage and art to taste, from poetry to design, from music to innovation.

In this sense, Saudi culture has become a quiet form of diplomacy, carrying the Kingdom’s image beyond geography to the realm of global influence.

💡 Investing in Joy… An Economy with a Human Touch

Soft power is not merely a cultural idea — it is a strategic economic pillar.
Every major entertainment event creates opportunities for youth, stimulates local markets, and attracts international investment across media, tourism, technology, and creativity.
Here, joy transforms into a national product — adding tangible economic value and a social impact that enhances quality of life.

🕊️ Humanity at the Heart of Vision

At the core of Vision 2030, the human being stands as the true center.
Riyadh Season is not just a celebration of events, but a celebration of human potential — the Saudi ability to dream, create, and achieve.
Through entertainment and culture, the Kingdom is writing a new chapter in human development, where authenticity meets innovation, identity meets openness, and joy meets responsibility.

🎬 The Saudi Joy… Diplomacy of Emotion

Diplomacy today is no longer confined to speeches and official statements,
but thrives through the ability to touch hearts before convincing minds.

In this field, Saudi Arabia moves forward with confidence —
not sending political messages to the world, but a feeling of joy that reflects a nation living its renaissance with an open mind and a serene conscience.

This is the diplomacy of emotion —
it persuades without argument,
influences without confrontation,
and loves without imposition.

Saudi joy is not just music played at festivals;
it is a cultural language of peace, softly telling the world:

“Here… begins tranquility.”

🌟 BETH Conclusion

Saudi soft power today is not a promotional policy,
but a national state of awareness shaping the future through the language of beauty.
From Riyadh to the world, the Kingdom exports purposeful joy — as a tool of building, a bridge of dialogue, and a human message that speaks with both mind and conscience.

Thus, Saudi Arabia becomes a global center for the art of joy — not selling events, but creating hope.