ATEEZ The Fellowship: Break The Wall

As Korean boy band ATEEZ bring their world tour to Saudi Arabia’s Jeddah Superdome, TPiMEA checks in with the teams from sweetwater KSA, SLS Production Arabia, and WICREATIONS to find out more about how this ambitious production came to be…

With global megastar performers and legions of devoted fans the world over, K-pop is a genre that is experiencing a rapid increase in popularity that extends far outside of its South Korean origins. One country that has developed a particular affinity with the genre is Saudi Arabia, with the Kingdom welcoming several high-profile acts including the likes of BTS and BLACKPINK, and even hosting conventions and festivals devoted entirely to K-pop culture.

Experiential agency sweetwater KSA has been the driving force behind many of Saudi Arabia’s most successful K-pop shows – including last year’s Saranghae KSA (TPMEA #38) – and the company once again leveraged its network and partners in the K-pop industry to convince Korean boy band ATEEZ to make Jeddah Summer Concerts the only GCC performance on their The Fellowship: Break The Wall world tour. 

Photos: SLS Production Arabia, WICREATIONS