South African Identity

In international publications, South Africa has invariably found itself on the political pages. Even the notion of a ‘Rainbow Nation’ was a political expression of day-to-day experiences. In truth, the South African identity was often shaped by the expectations of others.

The World Cup changed things. A new global audience turned its eyes towards the south. And a people seized the chance to express itself in an authentic, natural and newly South African way.

This nascent popular culture impacts on the country as a brand. It makes sense, then, to examine how South Africa presents itself to the world in future. The spontaneous warmth, colour and social symbols of the World Cup should be more consciously explored.