Saudi Arabia culture and innovation

The Saudi pavilion at Expo 2025 Osaka has become a centerpiece of international attention, spotlighting Riyadh’s rapid transformation and the Kingdom’s ambitious roadmap under Vision 2030. Marking Saudi Arabia’s 95th National Day, the pavilion offered a vibrant program of cultural celebrations, innovation showcases, and cross-cultural dialogue, reinforcing the Kingdom’s growing role on the global stage.

A Celebration of Culture and Diplomacy

The National Day festivities were attended by prominent figures, including Ghazi Faisal Binzagr, Saudi Arabia’s Ambassador to Japan and Commissioner General of the Kingdom’s Pavilion; Khalid Al-Falih, the Minister of Investment; and Masaki Ogushi, Japan’s State Minister of Economy, Trade and Industry. Their presence underscored the significance of the event not just as a cultural exchange but as a symbol of the long-standing diplomatic relationship between Saudi Arabia and Japan, which celebrates its 70th anniversary this year.

The celebrations included a rich lineup of activities, from a flag-raising ceremony and traditional Saudi Ardah dance to live performances, art exhibitions, and coffee tastings. Visitors were immersed in authentic Saudi culture while also witnessing the Kingdom’s modern innovations. The evening closed with a memorable performance that fused a Saudi flute player with a Japanese Noh theater artist, perfectly symbolizing the blending of heritage and modernity across cultures.

Spotlight on Vision 2030

At the heart of the Saudi pavilion was the Saudi Vision 2030 Forum, which highlighted the three main pillars guiding the Kingdom’s future:

1. Building a vibrant society

2. Fostering a thriving economy

3. Creating an ambitious nation

This forum emphasized how Riyadh is evolving into a global hub of innovation, culture, and investment. It also showcased the nation’s strategic projects that aim to create a sustainable, technology-driven urban environment for generations to come.

New Murabba and the Future of Riyadh

A major highlight of the pavilion was the participation of the New Murabba Development Company, a flagship project under Saudi Arabia’s Public Investment Fund (PIF). The company presented its vision for downtown Riyadh as a future-ready, sustainable, and smart district that will redefine the urban lifestyle of the capital.

Michael Dyke, CEO of New Murabba, delivered a keynote address that outlined the company’s mission.
“Our goal is simple — create a place that is easy to live in, exciting to visit, and rewarding to build with,” Dyke said. “We believe the best cities are both human and high-tech — comfortable at street level and intelligent under the hood.”

Among the standout features of New Murabba is The Mukaab, a massive cube-shaped skyscraper inspired by traditional Salmani architecture. This innovative structure is envisioned as one of the world’s largest built environments, offering immersive experiences powered by cutting-edge technology. Dyke also highlighted the project’s world-class stadium, which will be a major venue during the 2034 FIFA World Cup, with a capacity to host more than 45,000 fans.

Panel on Thriving Economy

Adding depth to the discussions, the pavilion hosted a panel session titled “Thriving Economy”, featuring Carl Schibrowski, Chief Development Officer of New Murabba. The discussion emphasized Riyadh’s growing role as an international hub of economic transformation. Schibrowski highlighted how innovation, cultural identity, and investment opportunities are driving the city’s shift into a world-leading destination for business and lifestyle.

This session gave investors, policymakers, and global visitors a clear view of how Saudi Arabia is positioning itself at the intersection of tradition and modernity, with Riyadh as the centerpiece of its strategy.

Immersive Experiences at the Pavilion

One of the pavilion’s strongest appeals was its interactive and immersive programming. Visitors engaged with:

• Augmented reality (AR) exhibitions that provided a futuristic look at Saudi projects.

• Saudi films and documentaries that told the story of the Kingdom’s transformation.

• Live presentations and cultural shows created a bridge between the country’s heritage and its forward-looking ambitions.

More than 700 activities are scheduled at the pavilion, which opened in April and will run until October 13, 2025. These activities are designed not just to inform but to inspire, offering both cultural richness and futuristic innovation to a global audience.

Strengthening Saudi-Japan Relations

The National Day celebrations were more than just a cultural showcase; they were also a reflection of the deepening diplomatic bond between Saudi Arabia and Japan. The two nations have enjoyed a partnership for seven decades, built on trade, investment, and mutual respect. As Japan prepares to host Expo 2025 Osaka, Saudi Arabia’s participation reinforces its role as a key partner in Asia’s future development.

Saudi Minister of Investment Khalid Al-Falih highlighted the significance of this relationship, noting that Saudi Arabia’s transformation under Vision 2030 opens new avenues for bilateral cooperation, particularly in technology, renewable energy, and sustainable urban development.

Riyadh’s Global Profile

The presence of New Murabba and other Saudi initiatives at Expo 2025 Osaka is a powerful indicator of Saudi Arabia’s rising international profile. Riyadh is positioning itself as a city where modern infrastructure meets cultural authenticity. By showcasing projects like The Mukaab, futuristic stadiums, and smart city initiatives, the Kingdom is sending a clear message: Riyadh is not just keeping pace with global urban development, it is aiming to set new standards.

Cultural Exchange Through Innovation

The pavilion also highlighted how cultural exchange can be enhanced through innovative storytelling and technology. Augmented reality, immersive films, and interactive designs allowed visitors to experience Riyadh not just as a physical city, but as a vision of the future. This innovative approach reflects Saudi Arabia’s ambition to be at the forefront of both cultural diplomacy and technological advancement.

Conclusion

The Saudi pavilion at Expo 2025 Osaka successfully combined cultural celebration, diplomatic outreach, and visionary urban planning into one immersive experience. By focusing on Vision 2030’s pillars and showcasing groundbreaking projects like New Murabba and The Mukaab, Saudi Arabia demonstrated how Riyadh is transforming into a global hub of innovation, culture, and investment.

The celebrations not only honored the Kingdom’s 95th National Day but also symbolized the 70 years of Saudi-Japanese friendship, making the event a historic milestone. With more than 700 activities planned through October, the Saudi pavilion continues to attract global attention, proving that Riyadh’s transformation is not just a national ambition, but an international story of progress and opportunity.