Since Prince Muhammad bin Salman launched a giant coming-out party “Arab Vision 2030” in 2017, various initiatives are being carried out by the Kingdom of Saudi Arabia (KSA) to change its image which is considered a conservative nation into a moderate Islamic state that is open to the world. Some of these initiatives are contained in the form of a new city, the NEOM project that is being built in this state. It’s reported to create a community that is integrated with a variety of cultures, inclusive, and high technologies that support living and working for sustainable living with the futuristic concept. In this context, a critical question arises for fundamental needs and consequences that is questioning a vision of a life of modern society that lives in the NEOM city. Therefore, this research aims to elaborate on those questions through identify the situation of modern society in KSA, especially in NEOM city based on existing information on social changes in KSA and by using the view of the one-dimensional man concept by Herbert Marcuse which was born as a critique of modern society who do not have the power to fight capitalism, even become synergized with capitalism that is carried out consciously. The research used a qualitative method with a library research approach. The finding indicates that NEOM city gives great consequences for modern society’s lives there. For satisfaction over the capitalist life NEOM offers, they will surrender their freedom and individuality. They’re unable to resist domination, nor act autonomously, and lack the power of authentic self-activity because of domination controlled by the system have set. Yet, individuals are integrated into existing society, content with their lot, and unable to perceive possibilities for a freer life. Furthermore, it revealed while KSA created an inclusive and sustainable city, on the other hand, this mega city project was demolishing and must demolish thousands of Huwaitat tribal who lived in the NEOM project placement.

Keywords: NEOM city, one-dimensional man, modern society