The South African BRICS Youth Association (SABYA) concluded the inaugural Virtual BRICS+ Creatives and Cultural Forum 2024. Themed “How can BRICS+ leverage cultural diplomacy to strengthen global influence?”, the event brought together policymakers, creatives, and cultural practitioners from BRICS+ and African nations.

The forum served as a platform to explore how cultural diplomacy can shape a more inclusive and globally influential group. TV BRICS was the international media partner of the meeting.

During the opening ceremony, Raymond Matlala, SABYA Founder and Executive Chairman, emphasised that the strategy can only be implemented if people to organise the culture properly.

“For us as BRICS nations, it is important to get the culture right in order to achieve other economic and social development for our nations,” he said.

Expert panellists examined strategies for fostering mutual understanding, sustainable development, and economic growth through cultural diplomacy. Discussions highlighted the role of technology, such as artificial intelligence and the metaverse, in advancing cultural sovereignty and investment in creative industries.

The importance of building inclusive networks across BRICS+ nations to ensure equitable cultural exchange and policy influence was also emphasised.

In this regard, Evgeniya Tolstoguzova, Head of the East Asia and Africa Department in the International Cooperation Division at TV BRICS, noted the opportunity to create more content through international cooperation.

“Currently, media serves as a critical conduit for the exchange of expertise because it bridges communication gaps, enables the diversity of information, and promotes its global flow. Established communication channels between international media allow editorials to receive accurate and up-to-date information, as well as deepen provided knowledge by organising special projects both online and offline, which allows experts to share findings and collaborate with peers worldwide. Through joint events and expert discussion facilitated by media, we can contribute to building mutual understanding within the creative and cultural industries”

Evgeniya Tolstoguzova Head of the East Asia and Africa Department in the International Cooperation Division at TV BRICS

The forum also featured specialised breakaway sessions dedicated to various art disciplines, including theatre, film, music, and visual arts. Beth Arendse, South African Creative Industries Incubator, highlighted the economic impact of cooperation in these areas.

“I believe in the creative industries and their power to significantly shift national economies in Africa over the next few years,” she stated.

The event culminated in a joint declaration calling for enhanced cross-cultural collaborations, increased investment in creative sectors, and the establishment of a BRICS+ Creative Council to support long-term partnerships.

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