The futuristic urban development project in Saudi Arabia called Neom, launched by Crown Prince Mohammed bin Salman, has come under scrutiny after influencers who posted videos promoting the project faced mockery and backlash online. The videos from these influencers, mainly women expats living in Neom, sought to showcase a utopian lifestyle but were criticized for glamorizing the industrial and stark living conditions in Neom.
Despite claims that the influencers were not paid by Neom for their content, suspicions remained that the videos were marketing tactics to attract foreign professionals to the project. Neom has faced criticism for alleged human rights violations and environmental concerns, leading to some influencers deleting their posts or making their profiles private.
The Crown Prince’s marketing strategy for Neom has primarily targeted an international audience, aiming to attract young professionals and foreign-educated Saudis to the high-tech megacity. However, the disconnect between the glossy portrayals of Neom in official advertisements and the reality on the ground has led to skepticism and criticism.
The controversy surrounding Neom, including allegations of corruption, forced evictions, and misconduct among executives, reflects broader issues in Saudi Arabia’s image on the global stage. The project, part of the Saudi Vision 2030 plan to diversify the economy, has been linked to efforts to reshape the country’s reputation amid international scrutiny, especially following the killing of journalist Jamal Khashoggi.
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