Insights

Dangote’s partnership with CNN goes beyond corporate visibility. It shows how African industrial power, global media and ambitious storytelling can help broaden perceptions of Africa and strengthen the continent’s soft power.

Marrakech has become far more than a destination, it is one of Africa’s most recognisable urban identities. Through heritage, craftsmanship, hospitality, fashion and global events, the Moroccan city shows how a distinctive sense of place can become international influence.

Afrobeats has grown from a West African cultural movement into one of Africa’s most powerful global exports. Through a new generation of superstars, African music is not simply reaching the world, it is reshaping how millions of people see, hear and imagine the continent.

Angélique Kidjo’s Hollywood Walk of Fame star is more than a personal milestone. It reflects how culture, music and global recognition can strengthen Benin’s international image and expand Africa’s soft power.

In 2022, Chanel chose Dakar for its first fashion show in Africa, placing Senegal at the centre of the global luxury conversation. More than a runway moment, the event demonstrated how culture, fashion and place can turn an African city into a powerful platform for international influence.

South Africa has once again turned to Trevor Noah to promote the country to international audiences. More than a tourism campaign, the initiative highlights how globally recognised cultural figures have become powerful ambassadors for nation branding, helping countries compete for attention, visitors and influence.

The opening of the Grand Egyptian Museum is more than the inauguration of a cultural institution. It represents one of the world's most ambitious nation-branding projects, using Egypt's extraordinary heritage to strengthen tourism, attract investment and reinforce its global influence.

More than a football sponsorship, Rwanda's new partnership with Aston Villa reflects a long-term vision to strengthen its global reputation.

After Black Panther, Children of Blood and Bone brings another African-inspired fantasy universe to the global stage. Through its Yoruba-influenced world, international cast and major Hollywood release, the film shows how African culture is becoming an increasingly powerful source of global influence.

Ghanaian artist Ibrahim Mahama has become the first person from the African continent to top ArtReview's prestigious Power 100, the world's most closely watched ranking of influence in contemporary art. His achievement is more than a personal milestone, it signals Africa's growing cultural influence on the global stage.