Netflix, Brand South Africa showcase our cultural richness at G20

Brand South Africa is joining forces with Netflix to launch a cultural showcase celebrating the country's creativity, landscapes, and diverse identities ahead of the G20 summit.

This collaboration seeks to tell South Africa's authentic story beyond the headlines and challenges that often dominate international narratives.

Neville Mikey, Chief Executive of Brand South Africa, explains the vision behind this strategic alliance: "South Africa's story is often misread through the lens of our challenges as a destination. However, the narrative goes beyond that. Once you visit South Africa, you get to really taste and have a feel of the culture, that ubuntu, the effect of who we are."

The partnership leverages Netflix's global platform to amplify South Africa's national character in a fresh and accessible way. Rather than focusing solely on policy and economics, the campaign highlights the warmth and uniqueness of South African people, culture, and landscapes, from Table Mountain to the Drakensberg and the caves of Mpumalanga.

At the heart of this initiative is what Mikey describes as ‘creative diplomacy’, showcasing the soft power of South Africa as a destination. The campaign demonstrates aspects of the country that transcend political and economic narratives, inviting viewers to experience the nation's vibrant spirit firsthand.

Adding a distinctive touch to the campaign, popular South African comedian Jason Goliath has been appointed as the ‘Minister of Enjoyment’. Goliath serves as a relatable guide through South Africa's cultural landscape, bringing humour and heart to the storytelling.

"His role is really profound to declare our South African story," says Mikey. "He basically acts as a relatable guide taking you through the fine journeys of our country, through our culture, entertainment, and really South Africa's signature vibrancy."

The campaign content will be available across Brand South Africa's social media platforms, with Netflix also sharing it on its Instagram, Facebook, and X channels.

A onger version will be featured on the Netflix Africa YouTube channel, allowing viewers worldwide to experience what Mikey calls ‘the recognisable South African energy’.

This innovative partnership between Brand South Africa and Netflix represents a significant step in nation branding, using entertainment as a vehicle to showcase the country's true essence. For those interested in experiencing the humour, storytelling, and unique South African spirit that defines this nation, the campaign launches today, offering a perfect introduction to a country once voted the world's friendliest nation.

Tune in to Brand South Africa or Netflix's social channels to discover the authentic South Africa that goes far beyond the headlines.

To listen to 702/CapeTalk’s Africa Melane’s interview with Neville Matjie of BrandSA CEO, click below.