Cultural Assets Group

Saudi Arabia’s Largest Cultural Group Officially Launches in Riyadh

Seven Companies, Twenty Brands Consolidate to Boost Kingdom’s Cultural Sector

In a landmark move for the cultural and creative industries in the Kingdom of Saudi Arabia, Cultural Assets Group has officially launched as the nation’s largest cultural group. Headquartered in Riyadh, with offices in AlUla, Jeddah, London, Paris and Unaizah, the group unites seven companies and over twenty established brands, including Backyard Symphony, Knowliom, Sign, Backyard Immersions, Haal, Knowliom Museum Studio, and Operal, under a single, integrated platform.

Formed in direct alignment with Saudi Vision 2030 and the Kingdom’s broader cultural renaissance, Cultural Assets Group is designed to accelerate the development of private sector enterprises operating in the cultural domain. The group serves as a strategic catalyst for investment, consolidation, and sector innovation, and represents a central pillar in the ongoing transformation of Saudi Arabia’s cultural infrastructure.

With a team of over 250 specialized professionals and robust operational capabilities across key areas, the group is uniquely positioned to deliver high-impact cultural initiatives at scale. Its areas of expertise include:

Museum Design and Construction
Destination Development (Tourism, Entertainment, Historical and Sports)
Cultural Events, Exhibitions, and Experiences
Community Engagement Initiatives and Activation Programs
Interactive Experience Design and Development
Cultural Marketing and Communications
Interactive Visual Production
Cultural Gifting and Retail

Cultural Assets Group works in close coordination with national stakeholders and cultural institutions including the Ministry of Culture, Royal Commission for AlUla, Diriyah Gate Development Authority, ROSHN, and Misk, offering robust delivery capabilities for flagship national projects.

“Cultural Assets Group represents a unified, purpose-driven platform committed to advancing the Kingdom’s cultural priorities,” said Abdulaziz AlSulaim, CEO of Cultural Assets Group. “We exist to grow the sector, back ambitious ideas, and support the scale and sustainability of cultural enterprises. This is more than a business—it’s an engine for transformation, identity, and creative progress.”

This comes as the cultural sector is expected to contribute up to 3% of Saudi Arabia’s GDP by 2030—an estimated $33 billion—underscoring the critical role of private sector-led platforms in sustaining momentum. The group aims to unlock new opportunities for local talent, businesses, and partners aligned with national development goals.

As Saudi Arabia welcomed 30 million international visitors in 2024, with total traveler numbers—including domestic tourists—reaching 127 million, tourism spending soared to a record $41 billion. In this context, Cultural Assets Group is uniquely positioned to enhance the Kingdom’s global cultural visibility. Through investments in cultural infrastructure, experiential

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