In Saudi Arabia, influencers promoting the futuristic urban development project Neom have faced backlash and even removed their content after facing ridicule on social media. Despite claims that their videos were not paid marketing, suspicions arose due to the seemingly one-sided depiction of life in Neom as utopian. Some critics have compared Neom to an industrial or mining town, rather than a modern community. The city has also faced scrutiny for alleged human rights violations and environmental concerns.
Saudi Arabia continues to promote Neom as a modern, advanced, and progressive place that aims to attract international professionals. However, the reality depicted in videos by content creators based in Neom differs from the glossy image portrayed by official Neom social media accounts. Many of the residences and amenities appear more sterile and industrial than futuristic.
The $500 billion project, part of Saudi Vision 2030, has faced controversy, including allegations of evicting indigenous villagers and corruption, racism, and misogyny among Neom executives. The killing of journalist Jamal Khashoggi at a Saudi consulate in 2018 also tarnished the project’s reputation. Neom is seen as a reflection of Crown Prince Mohammed bin Salman’s political challenges and Saudi Arabia’s efforts to reshape its global image. Despite efforts to promote Neom as a cutting-edge city, the discrepancy between the vision and reality of the development project remains a significant challenge.
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