How Saudi Pavilion at Expo 2020 Dubai ‘projected the Kingdom’s true image’

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Updated 12 April 2022
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How Saudi Pavilion at Expo 2020 Dubai ‘projected the Kingdom’s true image’

  • The building embodied Saudi Arabia’s bold ambition to shape the world for the better
  • Pavilion’s attractions were an invitation for guests to visit the Kingdom’s cultural sites

DUBAI: For the past six months, Saudi Arabia’s people and natural landscapes, as well as its past, present and future, were celebrated by an award-winning pavilion at the world’s most famous exhibition.

Since its launch on Oct. 1 last year, some 4.6 million visitors had a chance to visit the pavilion, experience Saudi hospitality and engage with Saudis to hear unique and exciting stories about the Kingdom.

Rising six stories above the ground and featuring a 1,320 sq. m inclined mirrored screen, the Saudi Pavilion at Expo Dubai 2020 was designed to showcase the Kingdom’s culture, heritage, natural wonders, as well as its present and future ambitions.

The rectangular facade of the sloping structure soared to the sky, as if ready to take flight. The pavilion spanned an impressive 13,069 sq. m — the size of two football pitches — and was the second largest in size.

The building, designed by Spain-based Boris Micka Associates, was an architectural landmark, embodying Saudi Arabia’s bold ambition to shape the world for the better.




Saudi Pavilion won an award within the best pavilion category. (Supplied)

“The pavilion is our country’s ‘window to the world,’ showcasing Saudi Arabia as it really is,” Hussain Hanbazazah, the commissioner-general of the Saudi Pavilion, told Arab News shortly after the inauguration in the last week of September.

“The structure opens like a large window into the future, with immersive experiences showing the nation’s welcoming character, rich history and heritage, and ancient culture.

“It also showcases the towering ambition of the Saudi people and unlimited drive of our nation as well as the myriad opportunities under our national transformation plan, Vision 2030.”

Visitors descended via a staircase, onto an outside terrace area, that included an award-winning circular water feature.

From there, guests could go inside to marvel at startling images of Saudi Arabia’s diverse natural landscape on vast screens.

It was the first stop on a technology-enabled journey through five ecosystems presented on different levels of the pavilion, guiding the visitor through the Kingdom’s natural wonders — its unspoiled coastline, vast deserts, mountainous terrains and biodiversity.
 

Saudi Pavilion

1—16 Windows Highlighting the beauty of Saudi culture, the pavilion introduced visitors to a different sector of the cultural economy each week, from film and literature to heritage and fashion.

2—Saudi crafts Children learned about Saudi Arabia’s unique regional handicraft traditions by making floral head wreaths and taking part in Al-Sadu weaving workshops.

3—Saudi folklore Daily performances in the pavilion’s open square introduced visitors to the Kingdom’s rich folklore traditions, ranging from the Saudi Ardah, Al-Liwa, Al-Azawi, and Al-Khubaiti.

4—Business forums Saudi entrepreneurs met with their global counterparts to discuss opportunities for cooperation in investment, sustainability, healthcare, digitization, innovation and smart cities.

5—Saudi sounds In the pavilion’s Palm Garden, visitors enjoyed live music performances from Saudi musicians.

6—Sports programs Reflecting the Kingdom’s growing prominence in global sport, the pavilion offered visitors exciting VR experiences, live coverage of motor racing and more.

7—Saudi Salon Monthly discussion sessions in an open format focused on topics of cultural and social significance in the Kingdom and beyond.

8—Sustainable energy A program of science activities allowed children to learn about recycling and sustainability by transforming recycled materials into eye-catching works of art.

As guests made their way to the top floor of the building, they were transported up an escalator where around them were built and projected scenes of the flora of Rijal Almaa and its traditional flower festival in the Asir Region.

In their virtual journey, they then passed the Sarawat Mountains, known for its towering peaks and expansive valleys, and then to the endless sand dunes of the Empty Quarter in southeastern Saudi Arabia and finally into the clear waters of the Red Sea.

“The Saudi Pavilion’s design and architecture is as fascinating and dynamic as the content it displays; it encapsulates the wonders of the Kingdom. Saudi Arabia has developed an outstanding architectural landmark, embodying a bold ambition to shape the world for the better,” Hanbazazah told Arab News.

“The design reflects both the country’s past and aspiring future, inviting guests to explore our beautiful natural landscapes while learning about the rich history that has shaped the Saudi Arabia we celebrate today.”

The highest floor revealed additional large floor-to-ceiling screens in addition to one on a long circular-like table.

Playing across both were a series of short films immersing visitors into Saudi Arabia’s 14 cultural landscapes, including UNESCO World Heritage Sites such as At-Turaif District in Ad-Diriyah, Hegra Archaeological Site in AlUla, Historic Jeddah, Rock Art in the Hail Region, and Al-Ahsa Oasis.

It was a breathtaking and eloquent invitation to visit the Kingdom’s dazzling cultural sites — many of which have only recently been opened to international visitors.

Nearby was an audiovisual guide that prompted visitors to explore 23 additional destinations in the Kingdom, including its giga-projects showcasing the country’s heritage and ambitions for sustainable development, Qiddiya, Diriyah Gate and King Salman Park.

This month, the Saudi Pavilion won an award within the best pavilion category, along with two honorary awards, following selection by the Exhibitor magazine, which hands out awards during each edition of Expo.




Saudi Arabia lowered the curtain on its Expo 2020 Dubai pavilion on Monday, and looked to raise an- other one — by hosting Expo 2030 in Riyadh. (Shutterstock)

The pavilion won the award for the best pavilion in the category of large suites, as well as the honorary award in the category of best exterior design and best display.

Earlier, it was awarded the LEED Platinum Certificate by the US Green Building Council, designating it among the most sustainable designs in the world.

It also holds three Guinness World Records for the longest interactive state-of-the-art water feature, the largest LED mirror screen display and the largest interactive lighting floor.

“Through rich and varied content, the Saudi Pavilion seeks to offer visitors a unique experience that reflects the true image of the Kingdom as it is today under Saudi Vision 2030, our road map for the future, while emphasizing the importance of pride in identity, history and heritage,” said Hanbazazah.

FASTFACTS

• 2nd largest pavilion with a total area of 13,059 sq. m.

• LEED Platinum certified innovative, sustainable design.

• Four main pillars: People, nature, heritage & opportunities.

“The journey through the Saudi Pavilion showcases a future-focused Saudi Arabia: Welcoming, young, diverse and vibrant.”

The appeal of the Saudi Pavilion extended far beyond the sheer structure of the building because it also took visitors on a journey through the Kingdom itself.

Once visitors completed the heritage and natural tour of the pavilion, they could view “Vision,” an interactive art exhibition revealing a 30-meter sphere that appeared to float in the room above a custom-built interactive floor that transformed into various patterns, colors and light displays.

Lastly, located just outside the main edifice was the Discovery Center, an explanatory section where guests could view the history and build of the pavilion as well as connect leaders from around the world to forge potential partnerships and discuss investment opportunities, visualized through an interactive digital map of Saudi Arabia.

The journey ended with a gift shop and the pavilion’s very own cafe, Sard, where customers were met with a tantalizing display of coffees from across the Kingdom, their aromas filling the air.


Saudi Arabia deploys drones to monitor coastlines, protect marine resources

Updated 4 sec ago
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Saudi Arabia deploys drones to monitor coastlines, protect marine resources

  • Drones to provide live video feeds for real-time analysis
  • The Kingdom has a total coastline length of 2,400 kilometers 

RIYADH: Saudi Arabia's National Center for Environmental Compliance (NCEC), has launched a drone-based program to monitor Kingdom's 2,480-kilometers long coastal areas, according to the Saudi Press Agency.

The NCEC will carry out the initiative in cooperation with the Marine Operations for Environmental Services (SAIL).

Drones will provide live video feeds for real-time analysis, helping detect activities that threaten marine resources. 

Saudi Arabia Red Sea coastline in the west extends from the Gulf of Aqaba in the north to Jazan province in the south, measuring 1,830 km. 

In the west, the coastline is 630 km long, stretching from the northern border with Kuwait to the southern border with Qatar. 

Amer Bamoneef, director-general for monitoring network at NCEC, said each drone will operate for up to 55 minutes per sortie, covering 20 kilometers, with data instantly transmitted to control rooms. 

“By leveraging advanced technology, we can expand coverage and detect harmful practices more efficiently," he said.

Bamoneef added that drones enable quicker response, allowing teams to promptly investigate pollution sources and identify those responsible.


KSrelief opens obstetrics and gynecology clinic at Gaza hospital

Updated 27 June 2025
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KSrelief opens obstetrics and gynecology clinic at Gaza hospital

  • The Saudi aid agency launched the new facility in partnership with the UN Population Fund, which works to improve reproductive and maternal health worldwide
  • The clinic is in the Patient Friends Benevolent Society Hospital, which was founded in 1980 in Gaza City’s Al-Rimal neighborhood

RIYADH: Saudi aid agency KSrelief has officially opened a gynecology and obstetrics clinic at the Patient Friends Benevolent Society Hospital in the Gaza Strip.

Founded in 1980, the hospital in Gaza City’s Al-Rimal neighborhood is one of the few that remain operational in the territory amid devastating attacks by Israeli forces during their ongoing war with Hamas, which began in October 2023.

In cooperation with the United Nations Population Fund, KSrelief inaugurates the Obstetrics and Gynecology Clinic in a Palestinian hospital in the Gaza Strip. (SPA)

KSrelief opened the clinic on Wednesday in cooperation with the UN Population Fund, which works to improve reproductive and maternal health worldwide. The initiative is part of Saudi efforts to support the Palestinian people and help improve and maintain the healthcare services available to them, the Saudi Press Agency reported.

On Thursday, Saudi authorities delivered $30 million in funding to the Palestinian Authority. It was the latest installment in ongoing financial support from the Kingdom that Palestinian officials said has been instrumental in efforts to maintain the health and education sectors. It has helped meet the costs of running hospitals, purchasing medicines and medical equipment, keeping schools open, and providing other essential services.
 

KSrelief inaugurates the Obstetrics and Gynecology Clinic in a Palestinian hospital in the Gaza Strip. (SPA)

 


How AI-powered voice tech is bringing Arabic-language content to global audiences

Updated 27 June 2025
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How AI-powered voice tech is bringing Arabic-language content to global audiences

  • CAMB.AI and Saudi Arabia’s MBC Group have launched a partnership, applying context-aware, real-time translation
  • AI voice tech preserves tone, emotion, and nuance, transforming how Arabic content is localized across 150+ languages

JEDDAH: Dubai-based artificial intelligence company CAMB.AI is revolutionizing language localization by building advanced voice and translation models that preserve emotion, nuance and cultural context — especially in complex languages like Arabic.

Through a strategic partnership with Saudi Arabia’s MBC Group, CAMB.AI is scaling this technology across entertainment, education, and spiritual content — unlocking a new era of accessibility for Arabic media.

“At CAMB.AI, we have built translation and voice models that adapt to the nature of the desired language rather than merely mimicking the input,” Akshat Prakash, the company’s chief technical officer and co-founder told Arab News.

Camb.AI chief technical officer and co-founder Akshat Prakash. (Supplied)

“Whether it’s the emotion in the voice or the way certain things are said in Arabic, we are dedicated to preserving nuances, emotions and prosody to deliver what we call a ‘performance-to-performance’ impact.

“We take content and deliver a fully packaged performance through our localization infrastructure built on top of our proprietary AI models — BOLI and MARS.”

CAMB.AI successfully generated multilingual commentary for an MLS NEXT Pro match using AI-driven real-time voice translation and dubbing technology.

Its core capability lies in an AI dubbing platform that instantaneously translates live audio (such as play-by-play commentary) into multiple languages.

The language generator preserves the original speaker’s voice, tone and emotion — making it feel as if the original commentator is speaking the listener’s native language.

“Solving live sports streaming first led us to create technology that could handle the hardest type of content,” said Prakash.

“Today, we livestream games in multiple languages alongside some of the biggest brands in the world — like Major League Soccer, Eurovision and the Australian Open.

“We can perform equally well on other types of content. For instance, we’ve translated complex performances such as the Nayla Al Khaja-directed psychological thriller, ‘Three,’ which was showcased at the Red Sea Film Festival.”

The film was the first Arabic movie to be AI-dubbed into Mandarin Chinese and other complex languages, preserving nuances, context, and emotion while staying true to the director’s original vision.

Today, CAMB.AI excels at delivering culturally and contextually sensitive adaptations of original performances — while maintaining realism — in over 150 languages.

“No technology on the market offers such diversity, realism, and public proof points of what AI can enable in hyper-realistic translation. We’re proud to extend this work to every Arabic dialect — something no other technology has been able to do,” Prakash said.

As global demand for non-English content continues to rise, IMAX is turning to AI to localize its original films and documentaries more efficiently.

In partnership with CAMB.AI, it has delivered content in multiple languages, demonstrating the power of technology to translate complex, dramatic material.

“CAMB.AI has consistently pushed the boundaries of what’s possible — creating AI that delivers real value in the form of revenue and cost efficiencies to global content owners and distributors,” said Prakash.

“We’ve learned that deploying AI requires a hand-in-hand partnership. It takes not only great technology but also great partners who are willing to explore the uncharted. MBC is exactly that kind of partner for us in MENA, establishing what is probably the biggest MediaXAI deal since Runway x Lionsgate.”

Prakash explained that partnering with MBC Group was a natural decision due to its vast scale, diverse content library, and strong regional presence. More significantly, the collaboration was rooted in a shared set of values.

This partnership goes beyond the Runway x Lionsgate deal and sets a new benchmark for how media and AI can collaborate.

MBC Group and CAMB.AI have also taken the lead in regional innovation. With projects like Stargate and HUMAIN, the Middle East and North Africa region is quickly becoming a global hub for powerful, homegrown AI.

Prakash emphasized that CAMB.AI has remained extremely conscious of privacy, data protection and respect for individual attributes.

“While regulatory frameworks are still developing, we have been self-regulating to respect individual rights and content ownership. We drive our business ethically,” he said.

“Our foundation is simple: Not everyone can be a great artist, but a great artist can come from anywhere.”

With one of the most comprehensive Arabic content libraries in the world, MBC Group is uniquely positioned to support more advanced and accurate AI outcomes in this space

Fadel Zahreddine, director for emerging technology at MBC. (Supplied)

The emerging technology team at MBC, led by Fadel Zahreddine, is at the forefront of innovation, aligning perfectly with CAMB.AI’s mission.

“Our content spans the full spectrum of Arab identity, from Gulf dialects to Levantine, North African, and everything in between, capturing not just language, but also tone, emotion and social nuance,” Zahreddine told Arab News.

“Through this collaboration with CAMB.AI, we see an opportunity to contribute data that is not only linguistically rich but also responsibly curated. Our multimodal archive, covering video, audio and text, offers a strong foundation for advanced AI applications that are more contextually aware and locally grounded.”

As one of the region’s largest content producers, MBC Group constantly explores new ways to strengthen connections between programming and global audiences.

“This includes expanding how our content is distributed across platforms like Shahid, satellite TV and digital services,” said Zahreddine. “Enhancing localization is one layer of the broader effort to remove friction between content and audiences.”

DID YOU KNOW?

AI voice tech preserves tone, emotion and nuance, transforming how Arabic content is localized across 150+ languages.

CAMB.AI powers live sports translation for global events like MLS, Eurovision and the Australian Open — in real time.

AI-dubbed Arabic thriller ‘Three’ debuted in Mandarin, highlighting CAMB. AI’s ability to localize content without losing cultural depth.

This collaboration between MBC Group and CAMB.AI reflects a broader effort to explore how Arabic content can connect more meaningfully with non-native-speaking audiences.

By moving beyond literal translation and toward context-sensitive localization, the partnership supports a more accurate and respectful representation of original creative work

For Arabic creators and producers, this opens up the possibility of reaching wider audiences while maintaining the cultural authenticity that defines their storytelling.

It is not about changing the content but about removing barriers that might limit how it is experienced in other cultural contexts.

MBC Group approaches innovation through the same lens that has shaped its editorial philosophy for decades — grounded in cultural integrity, social responsibility, and a strong commitment to its audiences.

“We believe that technology and ethics are not separate conversations but (are) deeply connected — especially when building tools that shape how content is consumed and understood,” said Zahreddine.

“We have around 65 nationalities working at MBC. Our multicultural environment is reflected in the cultural sensitivity of our content production.

“Our extensive media library is developed (with) high ethical standards, avoiding obscene content, excessive violence or any form of hate speech. This discipline not only protects the integrity of our content but also makes it a reliable data foundation for engaging with AI and emerging technologies.”

By sharing responsibly curated material, MBC Group contributes to the development of AI models that better reflect the ethical values embedded in its programming and are aligned with audience expectations.

Zahreddine added: “While AI continues to evolve rapidly, we believe it’s essential that any advancement remains anchored in principles that respect culture, identity and shared community standards.”
 


Jazan car dealerships undergo official inspections

Updated 26 June 2025
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Jazan car dealerships undergo official inspections

JAZAN: Inspection teams from the Saudi Ministry of Commerce have visited more than 130 car dealerships and showrooms in Jazan this week.

The inspections are part of the ministry’s ongoing monitoring activities throughout the region to ensure all vehicles in such outlets comply with requirements to display a fuel economy label.

Labels display clear information about a vehicle’s fuel consumption in a bid to encourage consumers to choose more efficient vehicles, with an overall aim of promoting fuel conservation.

The fuel economy label was developed and implemented as part of the Saudi Energy Efficiency Program’s initiatives to provide consumers with information about the most energy-efficient vehicles.


Saudi efforts to boost innovation pay off

Updated 26 June 2025
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Saudi efforts to boost innovation pay off

  • Official figures show that 8,029 patent applications were submitted in the country in 2024, an increase of 13.3 percent on the previous year

RIYADH: Support provided by Saudi authorities for scientific research, innovation and university teaching have been credited for recent achievements by innovators in the Kingdom.

Official figures show that 8,029 patent applications were submitted in the country in 2024, an increase of 13.3 percent on the previous year. In addition, 31,834 trademarks and 1,578 industrial designs were registered, and 4,355 patents were published.

Investment in research and development in Saudi Arabia increased to SR22.6 billion ($6 billion) in 2023, a 17.4 percent increase compared with 2022.

Recent examples of Saudi innovators honored with awards for research and innovation at international events included ophthalmologist Dr. Saad Al-Anzi, who won the grand prize at the Geneva International Exhibition in April this year for inventing a cost-effective surgical tool for cataract operations, while six other Saudi innovators received global awards at the event and 134 received global medals.

And 39 students from King Abdulaziz University received a global award at the IENA Expo for ideas, inventions and new products in Germany last October.