A snapshot of South Africans living abroad commemorating their unique diverse Heritage!
Global – September 24 is celebrated as Heritage Month in South Africa. During this month, South Africans, not only at home but also abroad, celebrate their diverse cultures.
This September, Brand South Africa journeyed to East Asia, The Middle East and Western Europe, to commemorate with South Africans living in China, Qatar and Germany, respectively. This was in line with the Global South Africans programme, which acknowledges thousands of South Africans who are brand advocates for the positive positioning of the Nation Brand abroad. Global South Africans show the world who South Africans really are and what the country has to offer. Expat communities across the world celebrate their unique heritage and identity to strengthen the positive role that they can play internationally.
In China, Brand South Africa partnered with the South African Embassy in Beijing, to celebrate the country’s culture and heritage through an annual Discover South Africa Open Day. The engagement provided an opportunity to exhibit some of South Africa’s exports in the consumer packaged goods sector to China. These included, but were not limited to, our much enjoyed Rooibos tea, outstanding wines, Rooibos ice cream and mouth-watering boerewors sausages.
South Africans in Qatar welcomed Brand South Africa to the rapidly developing city of Doha. Together with the South African Embassy in Doha and the South African community in Doha, Brand South Africa hosted an awards evening under the theme ‘Culturally South African’. The awards honoured South African citizens who are playing their part in Doha, through supporting and volunteering as the country prepares to host the upcoming 2022 FIFA World Cup in Qatar. The awards also encouraged winners to continue promoting the spirit of Ubuntu by being exemplary citizens in the world.
Celebrations in Germany were just as inspiring. Brand South Africa collaborated with the South African Embassy in Berlin to host South Africans living in Germany. They were encouraged to join the Global South African network and continue to play their part in promoting South Africa.
Brand South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa.
At that time, the world was unsure about what to think of South Africa, with many different messages being sent out by various sources. This did very little to build the country’s brand, and it was evident that to attract tourism and investment, there was a need to co-ordinate marketing initiatives to make them more effective.
This led to the creation of Brand South Africa, whose main objective is the marketing of South Africa through the Brand South Africa campaign.
There are many benefits to having a consolidated brand image, with the most important being that a consistent Brand South Africa message creates strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace.
Play Your Part is a nationwide movement created to inspire, empower and celebrate active citizenship in South Africa. Its objective is to lift the spirit of our nation by inspiring all South Africans to contribute to positive change, become involved and start doing – because a nation of people who care deeply for one another and the environment in which they live is good for everyone. The campaign is driven by Brand South Africa.
Play Your Part is aimed at all South Africans – from corporates to individuals, NGOs to government, churches to schools, young to not so young. It aims to encourage South Africans to use some of their time, money, skills or goods to contribute to a better future for all.
There are numerous opportunities, big and small, for each and every South African to make a positive difference in the communities in which they live and operate. Play Your Part encourages them to act on these opportunities.
For more information on how you can play your part click here #GetInvolved #PlayYourPart
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