Promoting South Africa & the African Agenda – Brand SA’s Matjie

When South Africa assumed the presidency of the Group of 20 last year, the government initiated a year-long campaign to showcase the nation’s strengths and promote a broader ‘African agenda’. On November 22nd and 23rd, leaders from the G20—which includes 19 of the world’s major developed and developing economies, the European Union, and the African Union—will gather in Johannesburg for the annual two-day summit. This marks the first time the event will be held on African soil.

“We’re proud that South Africa is leading the G20,” said Neville Matjie, head of Brand South Africa, the country’s official marketing agency, in an interview with AllAfrica. He emphasized that the platform represents more than just South Africa, noting that President Cyril Ramaphosa has made Africa a central part of the G20 messaging, which Brand South Africa is actively promoting.

South Africa has selected “Solidarity, Equality, and Sustainability” as the theme for its G20 presidency and has outlined four key priorities: enhancing disaster resilience and response, promoting debt sustainability in low-income countries, mobilizing finance for a just energy transition, and leveraging critical minerals for inclusive growth and sustainable development.