Online Reporter
Marilyn Mutize
Every May, Zimbabwe celebrates Culture Month, a time when we reflect on the customs, arts, and traditions that define us as a people.
Yet, beyond the colourful displays of dance, music, and traditional attire lies an underutilised force that can shape our place on the global stage: culture as soft power.
In an increasingly interconnected world, nations no longer rely solely on military might or economic clout to assert influence.
Instead, soft power—the ability to persuade and attract through culture, values, and policies—has become a vital currency.
Countries like South Korea, Brazil, and India have leveraged their cultural exports to command global attention and goodwill.
The question is: Why can’t Zimbabwe do the same?
Zimbabwe is rich in cultural diversity. With over 16 official languages, a wealth of traditional dances, music styles like mbira and sungura, crafts like stone sculpture and basket weaving, and a vibrant oral history, the country is a cultural treasure trove.
Our heritage is not just historical; it is living, evolving, and deeply expressive of our identity.
However, we often fail to view this cultural wealth as a strategic national asset.
Our focus has largely remained internal, celebrating culture within our borders without thinking of its potential impact abroad.
This inward-looking approach leaves Zimbabwe lagging in a global competition where cultural appeal translates into influence, investment, and tourism.
Take South Korea, for example. Through deliberate government policy and support, the Korean Wave (Hallyu) has transformed the country into a global cultural powerhouse. K-pop, K-dramas, and Korean cuisine are now global phenomena.
Not only has this boosted tourism and exports, but it has also significantly improved South Korea’s image and diplomatic reach.
Similarly, Nigeria has used Nollywood to project its stories and values to millions across Africa and the diaspora.
Bollywood has done the same for India. These countries recognise that culture travels fast, and when it does, it builds bridges, shapes perceptions, and opens doors.
Zimbabwe has the talent, the stories, and the authenticity. What we need is strategy.
To harness culture as soft power, the Zimbabwean government must play a more proactive role.
This means investing in cultural diplomacy and promoting Zimbabwean culture beyond symbolic events.
Cultural attaches should be part of Zimbabwean embassies worldwide, tasked with organising exhibitions, film screenings, music festivals, and language programmes that showcase the country’s heritage.
A well-funded national cultural policy should prioritise the international promotion of arts, music, film, and cuisine.
Public-private partnerships could amplify this effort.
For example, local fashion designers could collaborate with global brands; traditional musicians could tour internationally with government backing; Zimbabwean chefs could participate in global culinary festivals. Such initiatives are not merely about entertainment; they are about nation branding.
Zimbabwe’s diaspora, scattered across the UK, South Africa, Canada, Australia, and elsewhere, is a powerful yet underutilised soft power resource.
Many Zimbabweans abroad remain deeply connected to their roots and are eager to promote their heritage.
With proper support, they can serve as unofficial ambassadors, organising cultural events, teaching indigenous languages, or marketing Zimbabwean products.
The government and local councils could engage these communities more deliberately, creating platforms for diaspora-led cultural initiatives.
For instance, Zimbabwean cultural weeks in London, Toronto, or Johannesburg could showcase fashion, film, food, and folklore, leaving lasting impressions on global audiences.
Perhaps one of the most effective tools of soft power is storytelling. Unfortunately, Zimbabwe has too often allowed outsiders to tell its story frequently through negative lenses.
By investing in local content creators, filmmakers, authors, and digital influencers, Zimbabwe can reclaim its narrative and present a more nuanced, vibrant image to the world.
Platforms like YouTube, TikTok, and Instagram offer low-cost but high-impact avenues for global cultural engagement.
A single viral video of traditional Zimbabwean dance or food can do more to boost international interest than a dozen policy papers. But this requires training, digital infrastructure, and strategic content promotion.
A national initiative encouraging young Zimbabweans to create digital content that highlights cultural practices, success stories, and daily life could redefine global perceptions of Zimbabwe, especially among the youth who consume most of the world’s content.
Tourism is a natural extension of cultural soft power. People are drawn to destinations that intrigue them culturally.
Victoria Falls may bring them in, but it is the storytelling, the traditional dances, the crafts, and the food that make the experience unforgettable.
Yet, cultural tourism remains poorly coordinated in Zimbabwe. Heritage sites are under-promoted, infrastructure is lacking, and cultural events rarely make it onto international calendars.
If Zimbabwe marketed its cultural tourism as aggressively as it does its wildlife or scenery, it could diversify its economy while simultaneously promoting national identity.
A “Visit Zimbabwe for the Culture” campaign, backed by digital marketing and cultural influencers, could do wonders.
Culture is not just for celebration; it is for strategy.
Zimbabwe must begin to see its culture not just as a source of pride but as a tool of persuasion.
In a world where perceptions often precede policies, Zimbabwe has a golden opportunity to shape how it is viewed and valued on the international stage.
To do this, the government must commit to a coherent cultural diplomacy strategy.
Creatives must be empowered, the diaspora engaged, and the media harnessed.
It will require coordination, investment, and vision.
But the return, both tangible and intangible, will be immense.
This Culture Month, let us look beyond the drums and dances.
Let us see culture as a force not just for remembrance, but for relevance.
Let us make Zimbabwe not only heard but felt around the world.
