OPINION
*Writer: Linda Magapatona-Sangaret
Global South Africans are brand ambassadors
I
n South Africa, our heritage pro-
a country where creative expres-
date is not only domestic, but also
vides citizens with a connection
sion flourishes, its endless cultural
international. And as a response,
to certain social values, beliefs,
diversity is embodied in the form
we established the Global South
religions and customs. As commu-
of traditional and modern inter-
Africans (GSA) programme, which
nities, we share the responsibility of
pretations of song, dance, theatre,
seeks to enlist the talent, experi-
identifying and respecting what is
design, fashion and food. Subse-
ence and credibility of South
important and passing it on to fu-
quently, the concept of heritage
Africans living abroad, permanently
ture generations, so that they too
conservation can be an effective
or temporarily, to help realise the
will understand what came before
catalyst for stimulating local grass-
promise South Africa demonstrated
root economies.
in the globally recognised, success-
them. The importance we attach to our heritage
forms of economic development,
is growing each
Brand South Africa launched
without sacrificing their distinctive
the GSA programme with the
year, which is why
character, have the advantage
conviction that the hundreds of
events such as
of attracting talented workers
thousands of South Africans living
National Herit-
and invocative businesses that
abroad can be priceless resources
age Day are so
spell success in today’s economy.
for our country as we strive to com-
Understanding our heritage is
pete and win in the global com-
enabling people
therefore critical to creating vibrant
petitive space. By becoming part of
to access their
communities and sustaining local
the GSA network, South Africans are
local, regional
economies.
saying they want to act as ‘brand
important in
and national heritage. For South Africa,
62
ful transition to democracy in 1994.
Communities that integrate new
ambassadors’ and advocates for
Brand ambassadors For Brand South Africa, this man-
the country. South Africans living or travelling
Public Sector Manager • September 2018