Why Superheroes still matter in Arabia
The pop-culture segment in general and superhero segment in particular is the least considered in Saudi Business community (local and international players included). Toy companies, Entertainment houses, Media production companies and even FMCG companies still consider kids (esp. tweens) as primary audience of these properties that have inspired, excited and entertained old and young for more than eight decades
While the society has shown tremendous interest in activities organized by General Entertainment Authority since 2017, the consensus within the business community is antithetical to the wishes of this niche segment of 5 million plus. Shocking as it may seem, the level of interest, fan following isn’t restricted to cosmopolitan centers (Riyadh, Jeddah and Dammam/Khobar); in fact, regions such as Hail, Qassim and Al Jouf are among the top 5 out of top 10 regions with most search queries in the country concerning these subject(s)
The Quest for Superhero Content: Saudi Arabia vs The World
Saudi Arabia:
Worldwide:
Search Queries: Marvel Cinematic Universe (Blue), Marvel Comics (Red), Shang Chi and the Legend of The Ten Rings (Yellow)
While for me this information isn’t new as I’ve been mining data on Google and Facebook since 2013, I chose today to talk about it in the form of an article. I did so because at this moment in time, the biggest happening in the world of heroes is not being led by DC Comics flagship characters like Superman, Batman, Wonder Woman or Justice League; nor it’s being led by Marvel’s flagship characters like Spider-Man, The Avengers or X-Men; nor by Star Wars, Transformers or Game of Thrones for that matter. Instead, it’s being led by a highly underrated superhero of Marvel who was created in the 70s thanks to the Kung Fu craze (mainly because of Bruce Lee) during that time. His name: Shang Chi, the first Asian/East Asian Superhero
Both graphs show us that audiences in Saudi Arabia show a higher level of interest than the rest of the world combined. Both MCU and Marvel Comics related queries/searches are half as much popular or more (vs Worldwide audience), the underrated superhero Shang Chi is reaching the same mark. Of course, one can’t ignore the superior marketing tactics deployed by Marvel Entertainment and Disney plus the character’s movie has been released yesterday. The million dollar questions here are:
- Why would audiences in the Kingdom show incremental interest in a character whose animated series never existed nor broadcasted on Saudi Channel 1 or 2 in the 70s, 80s or even 90s? (Reminder: Bruce Lee VHS were available for rent and David Carridine’s Kung Fu series was on air throughout the 80s on Saudi Channel 2)
- Why would audiences here be interested in a character whose Arabized comics never were part of Amlaq Digests or reprinted editions of Marvel that were available in neighborhood mini-markets or imported comic books at Star Markets, Sarawat Supermarkets or Tihama Bookstores (distributed by Al Khazindar)?
Before attempting to answer my own questions, we need to understand that Shang Chi is one of those characters who may not have long-running series in the comic book world that span decades but because of their appeal and strong following, have been part of some of the best stories ever written but with the age of diversity, inclusion and online media, he is important for winning over new audiences of East Asian origin around the world, not just China!
If this is the impact of an underrated character, imagine what happens when Spider-Man: No Way Home is released in December
Superhero Content & the Arab
Before Content Strategy & Marketing were a thing, comic book publishers were doing it even before World War 2. Over the decades, what was being published was resonating with audiences not just in White America but across the world. In the Middle East, the 70s was the starting point for countries such as Iraq, Syria, Lebanon and Egypt but the trend made inroads into the Gulf region, especially in Saudi Arabia in the late 70s
The values shared in American superhero comics resonated with Arabs because of their own history of rich story telling as well as adaptations. Just like the Arab folklore, real historical figures of the region were presented as heroes; in fact superheroes in some cases. Another reason for this is that most of the characters produced in the Golden as well as Silver Ages of comics were created mainly by individuals who came from Abrahamic households. Their story telling borrowed heavily from the Biblical accounts of Prophets and other noblemen (who are also mentioned in Quran) regarding Good vs Evil, Light vs Darkness, the virtue of Doing the Right Thing. It was inevitable that such Western creations would resonate with Arabs
The seeds were planted and once an idea or interest takes root in the hearts and minds, it’s hard to let it go
And now, the Superhero Content is being published in over-drive mode. Just check Youtube, Facebook, Instagram for starters and you’ll see that the Arab content is there; driven primarily by creators in Saudi Arabia, UAE, Kuwait and Bahrain; ranging from comics to collectibles and even cosplays. This…is the Aladdin Effect
Aladdin was actually Chinese. Thanks to Abbasid Ruler Haroon Al Rasheed, he became an innate part of Arab Literature
Businesses in Saudi Arabia are losing out
Like the community of Anime fans, the superhero community has been there for decades. It came out with full force during Comic Cons that happened in Jeddah and Riyadh between 2017-2019. The first Saudi Comic Con saw a whopping attendance of 20,000 geeks during 3 days of festivity. It wasn’t surprising to see a father attending Stan Lee Super Con Riyadh (2019) with his daughter and son waiting anxiously to meet Lou Ferrigno (the star of 1970s Incredible Hulk series). A Saudi Gen-X Father with his millennial daughter and his Gen-Z son (all fans of the Hulk) or Expatriates travelling to Riyadh to attend the festivity and participate in artist alleys and cosplay comeptitions. No wonder this community was referred to as ‘Buried Talent’ by Arab News
As they say: Data is the new Oil. Unfortunately, international brands and local businesses in Saudi Arabia haven’t taken this segment seriously. The collection that’s available at an international 'Megastore’ in Saudi Arabia pales in comparison to its sister outlets in Dubai. Toy stores, international or locally owned, are still adamant to sell toys to kids instead of focusing on key collectible properties which are being ordered from US market by Geeks in Saudi Arabia thanks to Amazon. Gaming console companies organize impressive launches of their Superhero game in neighboring Gulf countries but nothing as such takes place here. Dairy brands are still using Superheroes for their “Got Milk” approach. What’s needed is to take a look at Data that’s available on Google and Facebook’s Business Suites, for the very least
While young entrepreneurs with limited resources have opened up shops (online and offline) in major Saudi cities (Examples include: Jeddah’s Konami licensed Gaming Lounge, a proper Comic Book Cafe in Dammam) and Riyadh having hosted the world’s major Toy Fair as well as Stan Lee Super Con and Saudi Anime Expo BUT more needs to be done. The data is there. Action is needed from the Private Sector
The starting point would be with seed investors and venture capitalists who are currently obsessed with re-inventing the wheel by investing in ride hailing apps, food delivery apps, online baqalas, fintechs while a niche segment’s wants mostly remain unaddressed
