Saudi Arabia is undergoing a remarkable transformation. Once known for its strict adherence to austere social norms rooted in a conservative interpretation of Islam, the kingdom has, in less than a decade, repositioned itself as a burgeoning hub for entertainment, music and the arts.

However, this cultural shift has sparked a contentious debate surrounding the Saudi flag — a symbol deeply tied to the kingdom’s Islamic heritage. As the custodian of Islam’s holiest sites, Mecca and Medina, Saudi Arabia’s flag prominently features the shahada, the declaration of the Oneness of God and the prophethood of Muhammad. Inscribed in white on the green flag, this sacred creed is central to Islamic belief and is revered by Muslims worldwide as a testament to Saudi Arabia’s religious significance.

“The Saudi flag is not just a banner raised on masts but a reflection of a religious and national identity that embodies a long history of stability and adherence to the Islamic faith,” said Dr. Ahmed Al-Zilay, a Saudi historian and researcher in political affairs, in an interview with Religion Unplugged.

“Since the establishment of the first Saudi state, the flag has evolved through six main forms, each reflecting a specific time period and political or social motive,” he explained. “It has always emphasized the sanctity of monotheism and the clarity of green, which symbolizes prosperity and peace.”

Yet, controversy has arisen as the flag is displayed at music concerts and entertainment events, where women wear outfits that deviate from traditional Islamic modesty codes and mixed-gender audiences sway to live performances. These uses have sparked backlash from Muslims worldwide, with many arguing that such contexts disrespect the shahada and its spiritual significance. Others contend that the flag is a national issue, and only Saudis have the right to address it.

“The flag has held a prominent place in the hearts of Muslims throughout history, as it represents faith and monotheism. It stands as a witness to their firm belief,” said Sheikh Ahmed Al-Mahdi, preacher at the Yousef Abdul Hadi Al-Mailem Mosque in neighboring Kuwait. “Therefore, honoring and respecting it is a duty befitting its status, which requires it to always be placed in a context that maintains its dignity, far from any situations that could diminish its prestige in the hearts of the people.”

Use sparks backlash

One incident that highlighted this tension involved Saudi model Ruby Al-Qahtani, who announced her participation as the first Saudi representative in the Miss Universe beauty pageant.

Images of Al-Qahtani posing next to the Saudi flag while wearing a strapless dress went viral on social media, sparking widespread criticism. Many called on Saudi authorities to either change the flag to better reflect the kingdom’s evolving cultural landscape or to prohibit its use in such contexts.

“Brothers in Saudi, either change the flag of the kingdom and erase from it the word of monotheism and the name of our noble Prophet, peace and blessings be upon him, so that it becomes consistent with your new orientations and entertainment parties, or ban its use in such occasions,” one Meta user posted.

They added, “As a Muslim, I do not accept that the word of monotheism and the name of our noble Prophet be insulted.”

Political analyst Sam Youssef shared Al-Qahtani’s image on X, stating, “Since Saudi Arabia is moving at full speed toward materialistic secularism, they must change their flag if they want to continue on this path, so as not to hurt the feelings of the majority of Muslims who adhere to the spiritual constants of their religion!”

However, Al-Zilay countered these critiques, asserting that “claims of transformations in the Saudi identity lack accuracy.” He defended the kingdom’s commitment to preserving its Islamic identity, adding that it “enjoys stability and continues to build its renaissance according to a clear vision that balances preserving religious constants with social and economic development.”

Saudi Arabia’s cultural metamorphosis is part of Vision 2030, an ambitious economic roadmap led by Crown Prince Mohammed bin Salman to diversify the oil-dependent economy through investments in sports, tourism, technology and more.

Launched in 2016, the General Entertainment Authority aims to increase the entertainment sector’s contribution to GDP to $23 billion by boosting local spending and creating 100,000 jobs. This initiative has seen cinemas reopen after a 35-year ban, international music performances by artists such as Janet Jackson and Alicia Keys, and mixed-gender events that challenge the kingdom’s traditional norms.

While these changes mark significant progress, they have also drawn concerns about Saudi Arabia’s shifting religious identity.

In March, prominent Islamic preacher and former imam Emad Al-Moubayed issued a video urging the kingdom’s leaders to “fear God” and resist “overwriting the Islamic identity.” Al-Moubayed later fled Saudi Arabia, fearing persecution.

The flag’s sacred role

The Saudi flag, bearing the shahada, demands special care and respect, according to clerics and worshippers alike.

Atef Eid, an Islamic jurisprudence scholar from Al-Azhar University, emphasized that Islamic teachings prohibit flying the flag at half-mast, as this diminishes its stature.

“The shahada stands above all circumstances, transcending time, place, and tradition,” he said.

Eid further noted the meticulous care required when handling the flag.

“It is impermissible to place the flag in impure locations, allow it to touch the ground, or discard it carelessly,” he said. “Even in folding the flag, one must ensure that the words of the shahada are not fragmented — for instance, displaying ‘There is no god’ without ‘but God,’ as this could lead to misunderstanding or a diminishment of its meaning.”

In September, British designer Maaloula faced backlash for designing a miniskirt featuring the Saudi flag, prompting her to withdraw the item and issue an apology. Meanwhile, provocative actions, such as Israeli soldiers stepping on or burning the flag, have further fueled tensions.

Amid these external affronts, many Muslims view Saudi Arabia’s entertainment boom as a form of self-inflicted disrespect toward the shahada.

“Preserving the sanctity of these sacred words, both in word and action, is not only a religious obligation but also a reflection of the deep reverence and veneration they inspire in the hearts of believers,” Eid said. “They embody the essence of Islamic faith.”

This piece is published in collaboration with Egab.

Fatma El-Zahraa Badwy is an Egyptian journalist interested in investigative reporting, cultural affairs and women's rights.