Abstract Once characterized by conservative social codes and an economic reliance on hydrocarbon exports, the Middle East—specifically the Arabian Gulf—is undergoing a seismic cultural and economic transformation. This paper examines the emergence of a "Big Lifestyle and Entertainment" ecosystem in the region, defined by mega-projects, sovereign wealth fund investments, and a strategic relaxation of social laws. By analyzing cases such as Qiddiya City, Dubai’s immersive retail environments, and the Saudi General Entertainment Authority (GEA), this paper argues that entertainment has become a tool of economic diversification (Vision 2030), soft power projection, and social engineering. It explores three pillars: Physical Infrastructure (mega-cities and resorts), Cultural Liberalization (from cinema bans to alcohol policies), and Digital Integration (gaming and esports). The conclusion addresses the paradoxes of this model: the tension between Westernized leisure and local Islamic identity, labor rights concerns, and the environmental cost of desert urbanization. Introduction For the latter half of the 20th century, the Middle Eastern lifestyle was largely private, family-oriented, and centered around souks (markets) and diwaniyas (informal gathering spaces). Public entertainment was limited. However, the post-2010 era has witnessed an explosion of "mega-entertainment." The term "Big Lifestyle" here refers not merely to luxury consumption but to a state-driven, top-down re-engineering of daily life through massive, capital-intensive leisure projects.
Abstract Once characterized by conservative social codes and an economic reliance on hydrocarbon exports, the Middle East—specifically the Arabian Gulf—is undergoing a seismic cultural and economic transformation. This paper examines the emergence of a "Big Lifestyle and Entertainment" ecosystem in the region, defined by mega-projects, sovereign wealth fund investments, and a strategic relaxation of social laws. By analyzing cases such as Qiddiya City, Dubai’s immersive retail environments, and the Saudi General Entertainment Authority (GEA), this paper argues that entertainment has become a tool of economic diversification (Vision 2030), soft power projection, and social engineering. It explores three pillars: Physical Infrastructure (mega-cities and resorts), Cultural Liberalization (from cinema bans to alcohol policies), and Digital Integration (gaming and esports). The conclusion addresses the paradoxes of this model: the tension between Westernized leisure and local Islamic identity, labor rights concerns, and the environmental cost of desert urbanization. Introduction For the latter half of the 20th century, the Middle Eastern lifestyle was largely private, family-oriented, and centered around souks (markets) and diwaniyas (informal gathering spaces). Public entertainment was limited. However, the post-2010 era has witnessed an explosion of "mega-entertainment." The term "Big Lifestyle" here refers not merely to luxury consumption but to a state-driven, top-down re-engineering of daily life through massive, capital-intensive leisure projects.
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