The meeting followed Saudi Arabia's tourism ministry's request in March 2022 when SM founder Lee Soo-man visited Riyadh, the capital and financial hub of Saudi Arabia, to help nurture the middle eastern country's music industry.
SM said in a statement on September 23 that the Saudi princess visited its office with other tourism officials and discussed hosting "SM Town Live," an SM concert showcasing artists, video content events and festivals.
In 2019, SM's Super Junior became the first K-pop band to hold a solo concert in Saudi Arabia. The middle eastern country is currently trying to diversify its economy and nurture its public service sector including health, education and tourism rather than relying on the oil business through a state project called "Saudi Vision 2030."
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