Saudi Arabia is actively working to reshape its cultural image on the global stage, exemplified by its recent comedy festival. This initiative is part of the broader Vision 2030 strategy aimed at diversifying the economy and enhancing the kingdom's international standing. However, the festival has faced backlash due to controversies surrounding certain acts, which are tied to the country's human rights record. These issues underscore the challenges Saudi Arabia faces in reconciling its ambitious cultural aspirations with the realities of its governance and human rights practices, raising questions about how the kingdom is perceived abroad.