“Let Me Explain California Rolls” Book Release at Riyadh International Book Fair 2025
Book cover of “Let Me Explain California Rolls: And Why Culture Surplus is the Future of Soft Power” by Mohammed Al-Modhayan, featuring sushi rolls on a yellow background. The image announces that the Arabic edition “دعني أشرح لك الكاليفورنيا رولز” will be released at the Riyadh International Book Fair 2025 by Rashm Publishing.
We are thrilled to announce that Let Me Explain California Rolls (And Why Culture Surplus is the Future of Soft Power) by M.A. Modhayan will be officially released at the Riyadh International Book Fair 2025, starting October 2nd, 2025.
Visit us at the Rashm Publishing booth to get your copy early, connect with me, and explore fresh insights around culture, identity, and global influence.
Stay tuned for more details, including signing times and special booth promotions.
Until then, you can preview the full Table of Contents here. www.CultureSurplus.com/book-table-of-content
Lecture on Culture Surplus at King AbdulAziz University
M.A. Modhayan delivering a lecture on Culture Surplus at King AbdulAziz University, presenting to executive tourism students on how tourism drives cultural exports and global influence.
I had the honor of delivering a lecture titled “The Economics of Culture” to executive master’s students at the Faculty of Tourism, King AbdulAziz University in Jeddah — at the kind invitation of Dr. Thiyab Al-Harithi.
In the session, I introduced the concept of culture surplus — exploring the dynamics of surplus production and consumption, and the pivotal role tourism plays in cultural exports and, ultimately, in building a nation’s culture surplus.
It was a pleasure to meet such an outstanding group of students, many of whom work in sectors directly or indirectly linked to tourism, including the Ministry of Culture, the National Events Center, and the General Authority of Civil Aviation. Their insights and contributions enriched the discussion and underscored the value of cross-sector perspectives in shaping cultural strategy.
My sincere thanks to Dr. Thiyab Al-Harithi and all the students for their time, engagement, and for the wonderful memento that will remain a lasting memory.
Partnering with Rashm Publishing for Let Me Explain California Rolls and Beyond
M.A. Modhayan signs with Rashm Publishing at the Riyadh International Book Fair to release Let Me Explain California Rolls and future titles.
I’m excited to announce that I’ve signed with Rashm Publishing to release my upcoming book Let Me Explain California Rolls (And Why Culture Surplus is the Future of Soft Power), along with other future titles.
Let Me Explain California Rolls is my first non-fiction work, blending nearly two decades of experience in international marketing, tourism, and cultural strategy into a fresh perspective on the idea of “Culture Surplus” — and how it can shape soft power and global influence.
I look forward to working with my friend Saleh AlHammad and the talented team at Rashm Publishing to bring these projects to life and spark meaningful conversations about culture’s role in shaping the world.