The recent controversy surrounding South Africa’s delegation to the Havana International Book Fair is more than just a bureaucratic blunder or a debate over government spending. It is a symptom of a much deeper crisis: the absence of a coherent cultural diplomacy strategy. This lack of strategic direction has left South Africa vulnerable to accusations of misaligned priorities, inefficiency, and even reputational damage.
At its core, the issue is not just about how the delegation was constituted and who should have attended that international book fair. The real question is: What does South Africa seek to achieve through its cultural engagements abroad? Are we using culture as a deliberate tool of soft power, or are we merely reacting to opportunities on an ad hoc basis?
The reality is sobering. While South Africa played a pivotal role in using culture as a weapon of resistance against apartheid, we have failed to transition it into a powerful diplomatic instrument post-1994. The music of Hugh Masekela and Miriam Makeba, the theatre of Athol Fugard, the literature of Nadine Gordimer and Es’kia Mphahlele – these were not just artistic expressions but part of a broader struggle to win international solidarity. Yet, in our democratic era, we have largely overlooked the role that arts and culture can play in defining our nation brand, influencing global perceptions, and advancing our economic and political interests.
This failure has consequences. South Africa does not have a clear, compelling identity on the world stage. Instead, we are often defined by narratives of economic decline, corruption and political instability. The global media is more likely to cover our electricity crisis, xenophobic attacks or service delivery protests than our vibrant arts, literature or innovation. This is not to say that our problems should be ignored, but rather that we have failed to counterbalance these narratives with a more aspirational and forward-looking vision of South Africa.
This identity crisis is not just external – it is also internal. The recent election results have highlighted the growing fragmentation of South African society, with the rise of ethnic-based and regional politics threatening the notion of a unified national identity. This is a dangerous trajectory, as it erodes the very idea of a South African brand. A well-defined cultural diplomacy strategy could help address this by fostering a sense of national pride and cohesion, while also positioning South Africa more effectively on the global stage.
One clear indicator of our declining global influence is our poor performance in the annual Soft Power Index published by Brand Finance. This index ranks countries based on their ability to shape global perceptions through culture, diplomacy, and reputation. South Africa, once a leader on the African continent, has slipped in these rankings, reflecting our failure to use culture as a tool of influence. For many years our rank has been hovering between 40 and 50. Egypt is leading the African pack at number 38, we’re 41 and Morocco joining us at 50. Meanwhile, countries like China (which has just overtaken UK to claim the number 2 spot after the US), the United Kingdom, and France continue to invest heavily in cultural diplomacy – whether through Confucius Institutes, the British Council, or the Alliance Française. They understand that soft power is just as important as economic or military strength in shaping global affairs.
If South Africa is to reclaim its place as a cultural and diplomatic leader, we must act with urgency. We need a National Cultural Diplomacy Strategy that aligns our arts, heritage, and creative industries with our broader foreign policy and economic objectives. This strategy must be built on four key pillars:
1. Culture as a Foreign Policy Asset – South Africa must recognize that arts and culture are not just about entertainment but are powerful tools of diplomacy. Whether through literature, music, film, or heritage, our creative industries must be used to project South Africa’s values, aspirations, and unique identity to the world.
2. Institutional Coordination and Leadership – One of the biggest weaknesses in our current approach is the lack of coordination between the Department of International Relations and Cooperation (DIRCO) and the Department of Sport, Arts, and Culture (DSAC). These departments must work together, ensuring that our international cultural engagements are strategic and well-funded, rather than fragmented and ad hoc.
3. Cultural Diplomacy and Nation Brand – South Africa needs a strong, unified national brand that reflects our diversity while projecting a coherent and inspiring narrative. This means investing in flagship cultural projects, promoting our creative industries globally, and ensuring that South African culture is synonymous with innovation, excellence, and resilience.
4. Economic Diplomacy Through Culture – Our cultural industries must be leveraged as economic drivers. There is a growing global demand for African art, music, fashion, and film. However, many South African creatives struggle to access international markets. A well-executed cultural diplomacy strategy can open new doors, creating economic opportunities while strengthening our national brand.
The consequences of failing to act are clear. Without a strategic approach to cultural diplomacy, we will continue to see diplomatic missteps like the Havana controversy, further eroding public trust and international confidence in our cultural engagements. More importantly, we risk allowing other nations to define South Africa’s story for us, rather than taking control of our own narrative.
But there is also an opportunity here. South Africa is a country of extraordinary artistic talent, rich history, and cultural innovation. If we invest in a structured, forward-thinking cultural diplomacy strategy, we can use these assets to rebuild our global reputation, foster national unity, and drive economic growth. The question is no longer whether South Africa should engage in cultural diplomacy – but how we can do it in a way that is impactful, strategic, and sustainable.
The time for cultural diplomacy is now. South Africa must reclaim its voice on the world stage, telling its own story with confidence, purpose, and vision.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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