Why it matters:
The pavilion marks a rare moment of cultural diplomacy between Iran and Saudi Arabia, two regional powers with historically strained relations. Its presence at one of the Middle East’s largest entertainment festivals signals a softening of cultural barriers and growing interest in cross-border artistic exchange.
The big picture:
Riyadh Season has become a flagship initiative in Saudi Arabia’s Vision 2030 strategy, aimed at diversifying the economy and positioning the kingdom as a global entertainment hub. Iran’s inclusion reflects a growing openness to regional cultural integration, even amid political complexities.
Zoom in:
Visitors are greeted with complimentary saffron tea and can explore displays of Iranian handicrafts and artisanal foods.
Saudi Entertainment Authority Chairman Turki Al-Sheikh shared a video of the Iranian pavilion’s live performances, commending its contribution to the festival’s cultural diversity.
The pavilion is located in Boulevard City, a central zone of Riyadh Season renowned for its theaters, shopping, and international showcases.
Riyadh Season 2025, which began on October 10, is anticipated to attract more than 20 million visitors from over 130 countries.
What they’re saying:
Iranian media described the pavilion as “a treasure trove of art and culture,” highlighting its role in introducing Iranian craftsmanship to a global audience. Saudi organizers emphasized the pavilion’s popularity and its alignment with the festival’s goal of celebrating global cultures.
Between the lines:
Iran’s participation comes amid a broader regional thaw following the 2023 China-brokered agreement to restore diplomatic ties between Tehran and Riyadh. Cultural engagement at events like Riyadh Season is viewed as a low-stakes means of building trust and fostering public goodwill.
Hossein Amiri - m.sarabi
