From Local Potential to Global Reach: How Saudi Brands Can Lead the Next Wave of Licensing Growth: The expansion of the licensing industry in Saudi Arabia is moving from concept to execution. Over the past few years, the Kingdom has taken deliberate steps to build a creative economy that connects its cultural identity with global markets. The question is no longer whether international brands can succeed in Saudi Arabia—it is how Saudi brands can succeed internationally.
This theme shaped the discussions at Licensing Horizons Riyadh 2025, held on October 28, 2025, the first edition of the Licensing Horizons forum to take place in the Kingdom. Organized by BBM Licensing and BrandTrends, with the support of Licensing International, the event brought together global and regional leaders to explore how licensing can enable both inward investment and outward expansion.
Across multiple panels, participants examined the emerging role of licensing as a strategic tool for Saudi companies seeking to build global visibility, diversify revenue, and strengthen the country’s creative exports.
The Saudi Market: Foundations for Global Ambition
Saudi Arabia’s licensing landscape is developing in parallel with national economic transformation under Vision 2030, which emphasizes diversification, innovation, and the growth of cultural industries.
The Kingdom’s young population, rising purchasing power, and investment in entertainment and tourism are creating fertile ground for brand development. While global IP owners increasingly view Saudi Arabia as a priority destination, the same environment is nurturing home-grown brands that have the capacity to travel outward.
Sectors such as fashion, food, hospitality, and digital entertainment are producing Saudi concepts that blend cultural authenticity with global quality standards. These characteristics are exactly what make a brand adaptable for international licensing. At Licensing Horizons Riyadh 2025, panelists noted that the maturity of local creative industries is not only expanding domestic choice but also laying the groundwork for Saudi cultural exports.
Building Global Pathways for Saudi Brands
For Saudi brands, entering international markets through licensing requires coordinated progress in several areas:
- Intellectual Property Readiness. Many domestic brands still operate without robust international IP registration. Strengthening trademark protection across target territories is essential for global partnerships.
- Strategic Alliances. Expanding abroad demands partnerships with experienced licensing agents, distributors, and retailers who can balance operational expertise with respect for the brand’s origins.
- Cultural Translation. As discussed during the Riyadh panels, effective adaptation requires maintaining authenticity while adjusting narratives, design, and messaging for diverse audiences.
Organizations such as BBM Licensing, BrandTrends, and Licensing International can support this process by facilitating cross-border collaboration, providing data-driven insight, and mentoring local teams on licensing frameworks and negotiation practices.
Learning from Global Precedents
Speakers at Licensing Horizons Riyadh 2025 drew parallels with markets such as Japan and South Korea, where national creativity evolved into global industries through structured licensing systems. In these countries, cultural products—from animation to fashion—became exportable because licensing translated them into commercial ecosystems with consistent standards and international reach.
Saudi Arabia is well positioned to follow a similar model. Its brands already enjoy regional recognition, especially across the GCC. By professionalizing licensing operations and investing in legal and managerial capabilities, these brands can transition from regional to global players.
Panelists emphasized that success will depend on knowledge transfer—learning not just the mechanics of licensing but also the strategic mindset that views IP as both a cultural and commercial asset.
Collaboration as a Catalyst
The collective nature of Licensing Horizons Riyadh 2025 illustrated the value of collaboration. The event’s sponsors and contributors—Spacetoon, INCUBASE Studio, Animotion Media Group, Like Nastya, and others—demonstrated how partnerships between international and regional players accelerate knowledge exchange.
The involvement of Licensing International provided global context and best practices, helping situate the Saudi market within a broader professional framework. Such cooperation moves the discussion from theory to implementation, ensuring that local creativity can engage directly with international systems.
Looking Ahead
The Riyadh edition of Licensing Horizons confirmed that Saudi Arabia is entering a formative stage in its licensing journey. The market is ready to evolve from being primarily a destination for global IP to becoming a source of new, exportable brands that reflect Saudi culture and innovation.
To sustain this progress, three strategic directions remain essential:
- Institutionalize IP protection and registration globally.
- Build partnerships that combine Saudi authenticity with international expertise.
- Invest in education, data, and professional development.
The continuation of this dialogue—expected to deepen at Licensing Horizons Dubai 2026 and Licensing Horizons Riyadh 2026—will help translate ideas into frameworks that empower Saudi businesses to operate confidently on the world stage.
Conclusion
Licensing has the potential to become one of Saudi Arabia’s most effective tools for cultural and economic diplomacy. Events like Licensing Horizons Riyadh 2025 play an important role by connecting industry leaders, fostering informed discussion, and shaping a shared understanding of what it means to build globally relevant Saudi brands.
The next chapter for the Kingdom’s creative economy lies not only in welcoming international IP but in ensuring that Saudi intellectual property travels the other way—outward, confidently, and authentically.
This article is republished with permission from Amer Bitar, Author and Senior Licensing Executive, specializing in Scaling Global Brands in the Middle East and Africa, Brand Expansion, IP Monetization, and Cultural Strategy.
