In an unexpected turn of events, a 170-minute film titled “The Goat Life” has sparked a wave of controversy across Saudi Arabia and the Arab world, challenging the carefully crafted image of the kingdom under Crown Prince Mohammed bin Salman. The film, which highlights the harsh realities of the kafala (sponsorship) system, tells the story of Najib, a young Indian man who travels to Saudi Arabia in search of work, only to find himself trapped in the desert, herding goats for years under the control of a Saudi sponsor. Unable to escape or return to his homeland, Najib’s plight sheds light on a side of Saudi Arabia that the government has long sought to obscure.
Since coming to power, Crown Prince Mohammed bin Salman has invested billions of dollars into rebranding Saudi Arabia as a modern, forward-thinking nation. From organizing grand entertainment events and opening cinemas to hosting international sporting events and modifying laws, bin Salman has sought to position Saudi Arabia as a cultural and economic powerhouse, particularly in anticipation of Vision 2030 and the 2034 World Cup. Yet, despite these efforts, “The Goat Life” has struck a chord with audiences, exposing the deep-seated issues that continue to plague the kingdom.
The film has gained widespread attention, not only within Saudi Arabia but also across the Arab world, where it has topped search engine results and generated significant discussion on social media. For many, “The Goat Life” serves as a powerful indictment of the Saudi regime’s mistreatment of migrant workers and the stark contrast between the kingdom’s polished public image and the reality on the ground.
What makes “The Goat Life” particularly impactful is its ability to dismantle the narrative that bin Salman has been painstakingly constructing over the past six years. While the Crown Prince and his advisor for entertainment, Turki Al-Sheikh, have poured resources into projects that showcase a progressive, reformist Saudi Arabia, the film reveals a much darker reality—one that the government has worked tirelessly to conceal. The film’s unflinching portrayal of the kafala system underscores the persistent human rights issues that continue to tarnish Saudi Arabia’s international reputation.
According to sources close to the Saudi regime, Crown Prince Mohammed bin Salman is reportedly deeply unsettled by the film’s release and its reception. In response, bin Salman is said to have convened a high-level security meeting, including Turki Al-Sheikh, to discuss strategies for countering the film’s negative portrayal of the kingdom. The government has since mobilized its media apparatus, both within and outside Saudi Arabia, to discredit the film and shift the narrative. In an effort to mitigate the damage, pro-Saudi media outlets have published reports claiming that the film is an exaggerated and unrealistic depiction of life in the kingdom.
One particularly striking aspect of the film’s impact is the widespread sense of schadenfreude among Arab audiences, who see “The Goat Life” as a form of poetic justice. This sentiment is fueled in part by past grievances against Turki Al-Sheikh, who previously sought to produce a film depicting Egyptians in a negative light. In a twist of fate, it was an Indian film that ultimately dealt a blow to Saudi Arabia’s image, revealing the ugly truths that have long been hidden behind the kingdom’s polished exterior.
“The Goat Life” has also stirred significant unrest within Saudi Arabia itself. The film’s depiction of the kafala system and the suffering endured by migrant workers has resonated deeply with many Saudis, who are increasingly critical of the government’s lavish spending on entertainment projects while neglecting serious social and economic issues. Despite the government’s attempts to control the narrative, the film has ignited a broader conversation about the kingdom’s priorities and the true cost of its efforts to rebrand itself on the global stage.
In the end, “The Goat Life” serves as a stark reminder that no amount of public relations can fully erase the realities of life in Saudi Arabia. The film’s success in exposing the kingdom’s darker side highlights the limitations of soft power and the importance of addressing the underlying issues that continue to plague the nation. As Saudi Arabia moves forward with its ambitious plans, it must confront these realities head-on, rather than simply attempting to gloss over them with entertainment and spectacle.
