Under South Africa’s presidency of the G20 in 2025, the continent’s creative industries and trade agenda are gaining unprecedented visibility. With the theme “Building Shared Prosperity through Sustainable Growth and Innovation,” Africa’s voice is taking center stage in global economic discussions — especially around creative trade, digital transformation, and fair market access.
At a high-level meeting in Johannesburg, South Africa’s President Cyril Ramaphosa emphasized that Africa’s creative sector is not merely cultural but a critical driver of inclusive economic growth.
“The creative economy employs millions across the continent — from design to digital media — and is central to how Africa tells its story to the world,” said Ramaphosa during the G20 Africa Roundtable. “Our leadership in this forum must ensure that creative and trade ecosystems benefit all Africans.”
Creative Industries at the Core of Africa’s Growth Strategy
African policymakers and cultural leaders agree that the continent’s creative industries — film, design, fashion, music, and technology — are key to reshaping trade patterns and strengthening regional economies. The G20 Culture Working Group, co-chaired by South Africa and India, has called for a “Creative Africa Framework” that supports local production, intellectual property rights, and fair compensation for artists in the global digital economy.
According to data from the African Export-Import Bank (Afreximbank), the creative economy could contribute up to 10% of Africa’s GDP by 2030, provided policy frameworks encourage cross-border collaboration and export-driven creative trade.
“Africa’s creative potential is vast, but it needs the right infrastructure — financing, digital access, and regional market integration,” noted Professor Amina Diop, an economist with the African Development Bank. “The G20 platform is helping to mainstream that agenda.”
Trade Transformation and Continental Integration
In tandem with cultural priorities, the African Continental Free Trade Area (AfCFTA) is working closely with South Africa’s G20 leadership to boost intra-African trade, particularly in creative goods and digital services. New proposals discussed at the G20 Finance Track include:
Tax incentives for creative startups
Cross-border licensing frameworks for media and music
Green infrastructure to support sustainable production and distribution
Trade facilitation mechanisms for small creative exporters
The goal is to align trade facilitation with Africa’s broader transition toward a green and digital economy, positioning the continent as a competitive hub for innovation and sustainable development.
Global Partnerships & Investment
Major economies — including France, India, and Japan — have pledged to increase investment in African innovation ecosystems, creative hubs, and digital education. The EU-Africa Global Gateway Initiative and the BRICS Development Bank are also collaborating to finance cultural infrastructure, creative cities, and tech-driven trade networks.
South Africa’s G20 leadership has emphasized inclusive partnerships, encouraging African small and medium enterprises (SMEs) and women-led startups to participate in global value chains.
“This is a transformative moment for Africa’s creative economy,” said Dr. Naledi Molefe, Director of Cultural Diplomacy at South Africa’s Department of Sport, Arts and Culture. “We are redefining how trade and creativity intersect to empower the next generation of African creators.”
Challenges and Opportunities Ahead
Despite the optimism, analysts warn of ongoing challenges: limited access to financing, fragmented creative value chains, and uneven digital infrastructure. Yet, the momentum within the G20 discussions signals a turning point — where Africa’s economic and creative potential are seen not as separate narratives but as one intertwined path toward sustainable development.
As South Africa continues its G20 leadership through the end of 2025, expectations are high that its Creative and Trade Transformation Agenda will shape future global trade frameworks and cultural policies beyond the continent.