On Wednesday, July 12, Luiz Coradazzi, a Brazilian Cultural strategist, took charge as the moderator, setting the stage for an engaging cultural diplomacy dialogue. About 25 participants joined the event, which commenced with an icebreaker activity fostering connections among the attendees. As the discussions unfolded, a question emerged time and again: "How does culture intertwine with diplomacy?”
"Cultural diplomacy," he explained, "is the exchange of ideas, information, art, language, and other cultural elements between nations and people, with the aim of fostering mutual understanding." He continued, "When individuals develop an appreciation for a country's culture, they begin to identify with that country. This, in turn, can have a positive impact on policy." Coradazzi provided this simplified response for those unfamiliar with the term. The discussion was far from over. Over the next eight hours, Coradazzi, along with other panelists such as Adriana Domagala, the head of cooperation at the French Embassy in Rwanda and director of the Centre Culturel francophone/Institut Français du Rwanda, and Nils Ström, a Swedish cultural entrepreneur and project manager based in Kigali, explored topics like "Culture as a Global Human Right," "Culture Across Borders," and "Culture and Peacebuilding."
One would assume that on the first day alone, the question would be adequately addressed. However, the level of engagement and curiosity displayed by the youth - evident in their incessant inquiries - revealed that cultural diplomacy is a much more complex matter than can ever be fully explored. The Cultural Diplomacy conference, held as a precursor to the Ubumuntu Arts Festival, would come close, though, albeit within the confines of a two-day event.
The following day, in the same venue, more panelists would approach the question with even greater depth and significance, drawing from their respective fields of expertise. The room would be considerably more crowded, symbolizing a convergence of more perspectives and ideas.
As the first speaker of the day, Robert Masozera, the Director General of the Academy of Cultural Heritage of Rwanda (INTEKO Y'UMUCO), highlighted the significance of Culture and Artistic expression, emphasizing the pivotal role played by the Ubumuntu Arts Festival in introducing groundbreaking cultural initiatives that have forged connections between Rwanda and the global community. Against the backdrop of diminishing communication and eroding trust, Masozera stressed the paramount importance of cultural diplomacy. "Now, more than ever," he asserted, "art has the power to transcend borders and foster closer human connections."
Cultural diplomacy has always been essential for a nation's global interests. Military and economic power alone are insufficient without effective communication and sharing of values. The arts community has witnessed how international artistic exchanges promote moderation and tolerance among diverse religious and cultural groups.
Following the ambassador's session, Heloisa Pisani, Manager of International Affairs at Sesc São Paulo, delivered an insightful talk on "Building Communities Through Culture." She shared valuable perspectives on the Brazilian experience of using culture for community building, covering topics such as policies, diversity, representation, and grassroots agency.
Ruwanthie de Chickera, Co-founder and Artistic Director of Stages Theatre Group, along with Yannick Kamanzi, a movement stage artist, and Raffi Niziblian, Founding-Director of Deem Communications, also delved into the theme of "Identity and Belonging." Their discussions revolved around the profound impact of human diversity on individual and collective identities, as well as effective strategies for navigating differences.
Referring to the source of identity, Ruwanthie de Chickera stated: "Identity is not a personal thing. It’s very much a community thing. We have to learn that we belong to others and embrace that.” Kamanzi echoed this sentiment, highlighting a key takeaway from the conference: our purpose and identity derive from the contributions we make to society. "The essence of the Ubumuntu Art Festival lies in the principle of ‘I am because you are’ drawing on the interconnectedness and mutual dependence that define our existence.”
In the present day, cultural diplomacy holds immense significance, particularly in the context of Rwanda's efforts to rebuild its reputation following the tragic events of 1994. The Rwandan government consistently strives to improve its image, and Freddy Mutanguha, the CEO of Aegis Trust, sheds light on the transformative power of culture in fostering resilience. Through his insightful discussion, Mutanguha delves into the crucial role of art in commemorating the past while also shaping a more promising future.
"Art is a powerful tool to connect and fill the gap during the process of facing the past and embracing the future.” To illustrate this point, he shared the example of King Ngabo, an artist whose work involves drawing portraits of deceased relatives, effectively bringing their presence into spaces where people gather to remember the victims of the Genocide. Mutanguha also highlighted the educational aspect of art, stating, ''It is a tool for education as well. We can learn about empathy, humanity, and many other fundamental values. The power of the arts lies in their ability to document specific moments, episodes, and cultures. We often learn about historical events not through news, but through the art left behind by those who experienced them.'' When a tragedy occurs, the reputation of a country can be shattered in the eyes of the world. For instance, in the case of Rwanda, the genocide against the Tutsi has often been referred to as the "Rwandan genocide," which generalized the entire nation as victims and perpetrators alike.
Through years of unwavering dedication and the significant role of art, Rwanda has successfully assumed control over the narrative, emerging as a prominent global symbol of peace, unity, and reconciliation. Panelists, including Larissa Meneses from Sesc Bom Retiro and Assumpta Muginareza, Co-founder of the IRIBA Centre for Multimedia Heritage, explored "Culture and Conflict." They examined how culture can serve as a mediator in conflict areas and explored the most effective approaches to handling the great responsibilities associated with this role.
HE Ron Adam, the ambassador of Israel in Rwanda, said that international arts exchanges are valuable in promoting mutual cultural understanding and fostering dialogue. "In today's world, I observe a strong desire among countries to promote their culture, particularly aspects that deviate from the typical stereotypes,” said Adam. ‘They recognize that arts and culture serve as powerful tools to bridge gaps and enable us to perceive one another in a fresh and enlightening manner.”
He cited several examples, ranging from smaller initiatives like arranging for Israel Mbonyi to perform in Israel, to more ambitious endeavors such as vaccine diplomacy during the pandemic. Another notable case in point: the global popularity of Korean content, including films like Squid Game and Parasite, as well as music from K-pop bands like BTS and Black Pink. These cultural exports have not only entertained audiences worldwide but also increased awareness and appreciation for Korean culture. Coradazzi added that "this success in business-oriented cultural diplomacy was made possible through significant government investment.” For context, the Korean government allocated $622.5 million to support the content industry and stimulate the export of Korean cultural content. The K-Pop industry alone generates an estimated $10 billion in revenue for the country each year.
Being a member of the Global Public Diplomacy Network (GPDnet), with its secretariat based in Doha, the Ubumuntu Arts organization made a deliberate decision to include the Cultural Diplomacy Conference in the festival's events for 2023. Hope Azeda expressed her satisfaction with the turnout. "Arts, architecture, writing, and intellectual achievements are often what remain in our collective memory about a culture after thousands of years. Recognizing the value of nurturing, promoting, and preserving culture, she expressed her intention to incorporate a cultural diplomacy conference in future editions of the annual festival.
After the conference, in typical Rwandan fashion, the event organizers treated us to captivating performances by renowned artistes like Inganzo Ngari, Hilde Cannoodt featuring Inanga Taxeem, and Street Dancers from the Democratic Republic of Congo. As individuals from diverse nationalities joined the performers on the dance floor and engaged in networking, I couldn't help but observe a unique form of cultural diplomacy taking place. These hundreds of people from various corners of the world were not merely passing through as tourists but actively participating in genuine, meaningful, and positive interactions with citizens from other nations. These interactions likely helped dispel negative preconceptions about each other's countries. Through countless small exchanges, a different Rwanda was communicated. And likewise, Brazil, Sri Lanka, Spain, Nigeria, Japan, Britain, Burundi, Kenya, South Africa, the Netherlands, Malawi, the Democratic Republic of Congo, Uganda, and France.