Social media influencers disappear from TikTok after endorsing futuristic Saudi megacity

The futuristic urban development project in Saudi Arabia known as Neom has drawn attention and criticism online after influencers posted videos promoting life in the high-tech megacity. The videos, often showcasing daily life in Neom’s industrial apartments and dining halls, have led to accusations of paid marketing and lack of authenticity. Despite claims by Neom that they have not paid influencers to create content, suspicions remain regarding the motives behind the videos. The construction camp depicted in videos by content creators differs from the glossy portrayal of Neom found on official social media accounts, leading to questions about the disconnect between the proposed vision and on-the-ground reality of the project. The $500 billion development project has faced controversy, including allegations of human rights violations, corruption, racism, and misogyny among Neom executives. The project is also tied to efforts by Saudi Arabia to reshape its global reputation in the wake of incidents such as the killing of journalist Jamal Khashoggi. While Neom continues to be marketed as a modern, advanced, and progressive place, some question the authenticity of the promotional content and the true living experience in the futuristic city.

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