The Rise of Anime and the Evolution of a National Strategy (2018–2025)
For many people, Saudi Arabia is still associated with oil, vast deserts, and a historically conservative religious society. The image of a culturally closed nation remains strong.
For example, just a few years ago, cinemas and large-scale amusement facilities did not even exist in the country, a far cry from the bustling entertainment landscape that can be found there today.
Following the introduction of tourist visas in 2019, the government began investing heavily in entertainment and tourism as part of its strategy to diversify away from oil dependency. Japanese anime, games, and music have played a significant role in this transition.
It is worth noting that even before the official cultural opening, Japanese animation had already been broadcasting on Saudi television for decades. As a result, there has long been a strong affinity towards Japanese culture. Today, anime content continues to enjoy widespread popularity across the country.
Let’s look back at some key projects and turning points from the country’s cultural opening to the current phase of strategic consolidation.
2019: Cultural Opening and the Impact of Anime
Shortly after policy reforms were introduced, Japanese anime content was officially and prominently integrated into large-scale events.
SAUDI ANIME EXPO 2019
Saudi Anime Expo 2019 (Riyadh) marked a symbolic milestone.
Linked Horizon became one of the first Japanese artists to perform in the newly opened Saudi entertainment market, sending a strong signal to the Japanese industry that the country had entered a new era.。
2022: The Peak of the Event Invitation Boom
By 2022, the nationwide “Season” projects had accelerated. Entire districts were transformed into entertainment zones, and Japanese artist invitations reached an unprecedented scale.
(It may be helpful to think of Jeddah Season and Riyadh Season as national-scale thematic projects—similar in impact to a World Expo, but focused on live entertainment.)
①2022年 Anime Village – Jeddah Season 2022
Held within the City Walk district in Jeddah, Anime Village featured immersive pavilions representing major Japanese IPs. A six-metre Gundam installation stood outdoors, alongside attractions dedicated to Demon Slayer, Naruto, Attack on Titan, Jujutsu Kaisen, Captain Tsubasa, Ghost in the Shell SAC 2045, Godzilla, Pac-Man, Hunter × Hunter, BLEACH, My Hero Academia, and others.
Animate and Sanrio also opened their first official retail stores in the Middle East here.
Japanese artists performed throughout the season, and audiences sang along in Japanese during anime song concerts. Cosplayers gathered daily, and Anime Village was widely considered one of the most vibrant zones within the entire season.
Event Period: 19 May 2022 – 2 July 2022
City: Jeddah
Featured Titles and Installations:
- Mobile Suit Gundam
- Demon Slayer
- Captain Tsubasa
- Ghost in the Shell SAC_2045
- Godzilla
- Jujutsu Kaisen
- Attack on Titan
- NARUTO
- Pac-Man
- HUNTER × HUNTER
- BLEACH
- My Hero Academia
Performing Japanese Artists:
- Eir Aoi
- JAM Project
- miwa
- FLOW
- ALI
- MIYAVI
- Snowkel
- KAWAII MONSTER CAFE (RAM RIDER × MONSTER GIRL)
- SennaRin from SawanoHiroyuki[nZk]
- Aimer
②Anime Town & SACRA Music Month – Riyadh Season 2022
Riyadh Season expanded even further, unveiling a 33-metre Grendizer statue recognised by Guinness World Records. Anime Town showcased a broad range of Japanese IPs, while SACRA Music Month hosted a continuous lineup of Japanese artists.
At its peak, the sheer enthusiasm displayed by participants demonstrated the strength of authentic Japanese content delivered at scale.
Anime Town & SACRA Music Month – Riyadh Season 2022
Event Period: 21 October 2022 – 22 January 2023
City: Riyadh
Official Website: https://blvdworld.sa/
Held as part of Riyadh Season 2022, Anime Town and SACRA Music Month represented one of the most ambitious integrations of Japanese intellectual property within a national-scale entertainment project.
Featured Exhibitions and Installations:
- UFO Robot Grendizer (home to the world’s largest standing statue of Grendizer)
- Attack on Titan (including a life-size statue of Eren Yeager)
- NARUTO
- ONE PIECE
- Demon Slayer
- Jujutsu Kaisen
- SPY×FAMILY
- Mobile Suit Gundam
- Neon Genesis Evangelion
- Sword Art Online
- My Hero Academia
- Chainsaw Man
- Captain Tsubasa
- Kingdom
- The Promised Neverland
The installation of the 33-metre Grendizer statue, officially recognised by Guinness World Records as the “largest metal sculpture of a fictional character (supported)”, became one of the defining visual landmarks of the season.
Performing Japanese Artists:
- SawanoHiroyuki[nZk]
- FLOW
- Aimer
- Eir Aoi
- Who-ya Extended
- Spira Spica
- ReoNa
- Shuka Saito
- halca
- ASCA
- SennaRin
- KANA-BOON
Throughout the season, Japanese artists performed on a regular basis, further establishing Riyadh Season as a major international platform for Japanese anime music and live entertainment.
2023: From One-Off Spectacle to Strategic Partnership
In 2023, the focus shifted from one-off festival to sustained collaboration.
Jeddah hosted anime-focused live concerts centred around specific titles. Meanwhile, Gamers8: The Land of Heroes in Riyadh emerged as one of the world’s largest esports festivals. A strategic partnership with the World Cosplay Summit (WCS) further deepened Japan–Saudi cultural ties.
What began as an experimental phase was now gradually evolving into structured cooperation.
- Jeddah Events Calendar 2023 – Anime Village at City Walk
- Jeddah Events Calendar 2023 – Anime Village at City Walk
- Event Period: 24 April 2023 – 7 June 2023
- City: Jeddah
- As part of the Jeddah Events Calendar 2023, Anime Village returned to City Walk, continuing the momentum built in the previous year.
- A highlight of the programme included a special collaborative concert featuring four artists responsible for theme songs from the anime Black Clover, marking it as one of the most notable anime-focused live showcases of the season.
- Performing Artists:
Yoko Takahashi
JAM Project
KEYTALK
Stephanie
Mika Kobayashi
ASCA
SennaRin from SawanoHiroyuki[nZk]
Vicke Blanka
Miyuna
Karen Anzai
FAKY
DJ Yamato
The event further reinforced the sustained presence of Japanese music acts within Saudi Arabia’s evolving entertainment landscape.
Gamers8: The Land of Heroes (WCS Cosplay Cup)
Event Period: 6 July 2023 – 27 August 2023
(Cosplay Cup Finals held on 27–28 August 2023)
City: Riyadh
Official Website: https://gamers8.gg/
2024–2025: Structural Shift and Permanent Development
In recent years, the landscape has entered a new phase.
The emphasis is no longer solely on large-scale invitation festivals. Instead, the strategy now prioritises:
- Permanent landmark development
- High-end tourism targeting international audiences
- The integration of sports and entertainment
Notable examples include:
- teamLab Borderless Jeddah (opened 2024)
- Development of the world’s first Dragon Ball theme park
- The rebranding of Gamers8 into the Esports World Cup (EWC)
- High-profile boxing, WWE, Formula 1 and global football events
In parallel, AlUla—home to the UNESCO-listed Hegra site—has been developed as a luxury desert destination. Events such as YOSHIKI – Hegra Candlelit Classics are representative of represent rare, state-level cultural projects staged at world heritage sites.
At the same time, there has been a noticeable qualitative shift within mass-market events such as Riyadh Season. The earlier emphasis on importing fully authentic Japanese productions has gradually given way to more locally executed interpretations. In some cases, licensing and quality control standards differ from earlier years.
The market is maturing, and the structure is evolving.
Entering the Saudi Market: A Long-Term Perspective
Saudi Arabia continues to hold enormous potential. However, now that the initial “invitation boom” has stabilised, success depends less on short-term gains and more on long-term relationship building.
Based on our direct experience, strong trust-based partnerships with local organisers and authorities are indispensable for success.
Since Jeddah Season 2022, Tripleguns has worked closely with government-affiliated organisers such as Sela and with Sony Music Entertainment, managing local production for Japanese artists in the region.
Drawing on hands-on experience and direct connections with key players, we remain committed to supporting Japanese companies seeking sustainable entry into Saudi Arabia and the broader Middle East market.
Tripleguns Support Services
- Artist booking and exhibition support for local festivals and trade events
- Local production and technical localisation while maintaining Japanese standards
- Strategic advisory on religious regulations, censorship and regional business practices
- Relationship-building with leading organisers and government stakeholders
- Professional interpretation and language support with cultural nuance