A new analytical study has aimed to underscore the growing importance of creative industries as a key driver of national reputation and global influence, as countries increasingly leverage cultural and media power to shape public perception and strengthen their international standing.
The study, conducted by W7Worldwide Strategic Communications Agency, aims to highlights the rise of the creative economy, also known as the Orange Economy, as a comprehensive model that integrates creativity, culture and technology. It aims to enable nations to transform cultural content into strategic economic and communication assets that support investment, tourism and international engagement.
Global Economic Contribution of Creative Industries
Creative industries contribute approximately USD$2-trillion annually to the global economy, accounting for 3.1 percent of global GDP, while supporting around 50-million direct jobs. Exports of creative services have also reached an estimated USD$1.4-trillion, reflecting strong global demand and rapid sector expansion, says the study.
The study notes that the sector spans multiple industries, including film, music, design, media, digital content, gaming, cultural heritage and crafts. These industries play a central role in communicating national identity and shaping positive global perceptions.
Emotional Impact Shaping Public Perception Globally
The study aims to highlight that the strength of creative industries lies in their ability to build emotional connections with audiences. Cultural experiences that reflect lifestyle and values contribute to shaping perceptions in ways that create deeper and more lasting impact.
Public relations and digital media act as key amplifiers of this influence by aligning messaging, managing global media narratives and transforming creative outputs into widely shareable content, says the study.
Saudi Arabia's Strategic Transformation Under Vision 2030
Saudi Arabia is presented as an example of how creative industries can be integrated into a national transformation strategy. Under Vision 2030, culture, entertainment and media have been positioned as core pillars of economic diversification and soft power development, says the study.
The indicators aim to show that the growth of the creative economy in the Kingdom comes within this strategic framework, as the Kingdom aims to increase the sector's contribution to 3% of GDP, supported by significant investments in the culture, entertainment and digital content sectors, adds the study.
Rapid Expansion of Saudi Arabia's Film Sector
The Saudi film sector has experienced significant expansion since cinemas reopened in 2018. The number of cinema venues has grown to more than 65, with around 635 screens operating across more than 20 cities, says the study.
This growth has been accompanied by rising audience demand and increasing box office revenues, aiming to reflecti the sector's growing importance within the broader creative economy.
Major Events Driving Cultural and Tourism Growth
The events sector has emerged as a major contributor to Saudi Arabia's cultural and tourism landscape. Riyadh Season attracted more than 20-million visitors in 2025, aiming to highlight the scale and global appeal of the Kingdom's entertainment offerings, says the study.
A diverse range of events, including concerts, cultural exhibitions, sporting competitions and immersive experiences, has contributed to enhancing Saudi Arabia's international profile, adds the study.
Flagship initiatives such as MDLBEAST and XP Music Futures have aimed to further reinforced the Kingdom's position as a regional and global cultural hub, alongside the rapid growth of gaming and esports and the hosting of major international events.
Improved Global Ranking in Soft Power Index
The study links the integration of creative production, public relations and digital media to Saudi Arabia's improved global positioning. This progress aims to be reflected in the Kingdom's ranking of 17th globally in the 2026 Brand Finance Global Soft Power Index.
International Models Shaping Creative Influence Strategies
The study also aims to highlight international models, including South Korea's success in exporting cultural content through the Korean Wave and the United States' long-standing leadership in global media and film production.
It finds that global influence depends not only on the scale of creative output, but on how effectively it is integrated into a strategic communication framework.
Strategic Recommendations to Maximise Global Impact
The study aims to emphasise that maximising the impact of creative industries requires alignment with national strategies, investment in digital content ecosystems and the development of global partnerships with media platforms and influencers.
W7Worldwide notes that creative industries have become a core strategic asset in modern communication, combining cultural influence with economic value and reputation building.
The study concludes that countries that successfully integrate creative industries into their communication strategies are better positioned to strengthen their global presence and enhance competitiveness in an increasingly influence-driven global landscape.
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*Image courtesy of contributor