사우디 내셔널 데이 — 청년 세대의 열정과 국가 정체성의 문화적 확장

Saudi Arabia celebrated its National Day on 23 September. This year marks the 93rd founding anniversary in the Gregorian calendar, and the 95th National Day by the Islamic (Hijri) calendar. The day commemorates the moment in 1932 when Abdulaziz ibn Abdul Rahman Al Saud unified the regions of Najd and Hejaz to officially proclaim the Kingdom of Saudi Arabia as it exists today. National Day has become more than a public holiday — it is a day on which the entire nation affirms its identity and pride.

Street Energy and the Youth Generation

This year's National Day once again generated intense energy across the country. Companies and public institutions closed early, and by evening the streets and squares of cities were filled with flag-waving crowds and car parades. The music and cheering that continued through the night recalled the atmosphere of a major sporting event — something akin to the 2002 FIFA World Cup in Korea and Japan. The energy was such that advisories were issued encouraging people to stay indoors, in part due to the more extreme performances by some young drivers.

Particularly notable was the role of Saudi Arabia's youth — who make up more than two thirds of the total population — as the driving force of the celebrations. They openly displayed their national pride on the streets, presenting themselves as "the generation that will lead Saudi Arabia's future into the world." Past Arab youth surveys have found that more than 90% of Saudi young people view Crown Prince Mohammed bin Salman as a strong leader, and the young Saudis I met personally made their support for his leadership and Vision 2030 abundantly clear. They celebrated international achievements such as hosting the Asian Games as though they were directly tied to their own futures, and everywhere on the streets one could feel the confidence of a generation determined to project their country's standing onto the world stage.

▲ Crown Prince Mohammed bin Salman mural on a building exterior in Riyadh — Source: correspondent's own photograph

Amid the momentum of Vision 2030, Saudi Arabia has been achieving results on the international stage. In late 2024, it was confirmed as the host nation for the 2034 FIFA World Cup, and Saudi athletes won multiple medals at international sporting competitions including the Asian Games. The national football team has won the Asian Cup three times, and at the 2022 World Cup produced the upset of the tournament by defeating Argentina. These achievements have further heightened the pride of the younger generation.

Cultural Expansion and a Global Perspective

National Day has expanded beyond street parades to encompass the expression of national identity through culture and the arts. The Saudi National Orchestra and Choir in particular performed actively in the period surrounding National Day. Their performance at the Palace of Versailles in France, held just before 23 September, was a symbolic scene demonstrating that Saudi Arabia has begun speaking to the world in the language of music. The ensemble has been performing in major cities worldwide, combining traditional Saudi songs with contemporary arrangements to create stages that blend with local cultures wherever they appear.

▲ Billboard Arabia September 2025 cover — Source: Billboard

Large-scale advertising campaigns were also launched in the run-up to National Day. FGC (First Gulf Company) launched a social media-centred campaign under the slogan "We Shape the Future," while the official "Saudi National Day 95" advertising campaign was also unveiled. The government announced the official visual identity for this year's National Day, choosing "Pride in Our Nature" as the slogan. A logo reimagining traditional patterns in a modern style was released alongside illustrations symbolising six core values — generosity, authenticity, ambition, solidarity, Vision 2030, and hospitality — and the official hashtag #SaudiNationalDay95 was designated for social media spread. With private advertising and national-level brand strategy combining in this way, National Day has expanded beyond a simple commemoration into a platform for building the modern national brand.

▲ Saudi National Day 95 — official promotional video — Source: YouTube (@TDF_SA)

▲ Saudi National Day 95 visual identity design — Source: Saudi General Entertainment Authority

International media also assessed Saudi National Day not as a simple public holiday but as a cultural phenomenon — noting in particular the communication with the world through music, the fusion of tradition and modernity in the celebrations, the month-long cultural and commercial season, and the national brand strategy connected to Vision 2030. Korean media similarly interpreted it not as a simple commemorative occasion but as a stage for demonstrating Vision 2030 achievements and international cooperation, with emphasis on collaborative cases with Korean companies. Reports noted that "companies including Samsung, LG, Doosan, and Hanwha are participating in the NEOM project, and cooperation is expanding, with the Korea Aerospace Administration (KASA) and the Saudi Space Authority signing an MOU on space development cooperation."

Saudi Arabia has now embarked on the journey toward the centenary of its founding in 2032. The government is planning unprecedented events at both the national and cultural level, and National Day will continue to draw the world's attention as its most concentrated showcase. It remains to be seen how Saudi Arabia will shape its national image in the years ahead.