Africa Soft Power Summit 2025: A Vision Unfolding

The recent summit was an eye-opener, comprising two pivotal conferences: the Remarkable African Women’s Leadership Conference and the Creative & Innovative Industries Conference, culminating in the prestigious Africa Soft Power Gala & Awards. Each segment offered profound insights that resonate with a diverse audience, charting a hopeful yet realistic path forward for the continent.

“Africa’s creative and tech sectors have already proven themselves to be a powerful engine for growth,” asserted Nkiru Balonwu, Founder of Africa Soft Power Group. This sentiment echoes much louder today as African soft power emerges as a promising force for positive change. But how do we fully harness this momentum? The conversations held at the summit aimed to answer that very question.

Embedding Gender Equity: Beyond Superficial Gestures

A key theme at the Remarkable African Women’s Leadership Conference was the necessity of transcending superficial gestures of inclusion. Instead, what’s truly required is a transformation that embeds gender equity deeply within institutional and economic structures. Hon. Naisula Lesuuda, Member of Parliament from Samburu West, Kenya, articulated this beautifully during her keynote. She cautioned against “inclusion fatigue,” where policies hardly translate into palpable opportunities for marginalized groups. Lesuuda’s call for systemic reform was a clarion call for those present.

Mary Mulili, MD and CEO of UBA Kenya, added another layer to this discourse. She emphasized that organizations should integrate gender equity into their core strategy, rather than treating it as a secondary initiative. Balonwu advocated for Africa to “define its own Diversity, Equity, and Inclusion (DEI) frameworks,” suggesting that these frameworks must be contextually rooted and not merely a replication of standards from other regions. Wangari Muikia, Founder of Expertise Global, echoed Balonwu’s thoughts, positing that DEI should be regarded as an essential component driving economic performance, further supported by concrete data.

Innovation and Creative Industries: New Economic Frontiers

At the Creative & Innovative Industries Conference, lively discussions unfolded, particularly around financial technologies. Philip Ikeazor, Deputy Governor of Financial System Stability at the Central Bank of Nigeria, pointed out that regulators are actively working to “support the growth of digital finance,” developing baseline standards that adapt to technological advancements. It made me think: How often do we pause to consider the challenges businesses face regarding operational costs? Aliya Shariff, Senior Director for Africa Catalytic Impact Fund at Mastercard Foundation, emphasized that lowering these operational costs via digital finance is crucial for the continent’s businesses.

Artificial Intelligence (AI) also became a hot topic, helping attendees grapple with how Africa could utilize its capabilities equitably. Dr. Seydina Moussa Ndiaye, President of the Senegalese Association for Artificial Intelligence, highlighted the importance of controlling data and infrastructure, stating that “framing the technology in our own terms” is vital for sustainable growth. Muthoni Karubiu, COO of Amini, challenged the obsession with billion-dollar data centers by asking, “What works for us? What is important for our context?” This emphasis on contextual relevance is pivotal for tailoring solutions to the continent’s unique challenges.

Sports & Storytelling: Power of Narrative

Africa’s sports and entertainment sectors were acknowledged as underleveraged assets for growth. Chi Ogbuehi of the NFL discussed initiatives to cultivate talent directly within Africa, valuing local development ecosystems. Joel Omotto, a senior reporter at Pulse, emphasized how powerful sports narratives can reshape perceptions of the continent, showcasing resilience and achievement. Investment opportunities in these sectors, as noted by Julio De Souza, emphasized the importance of cultivating both investable local and foreign opportunities, melding technology with entertainment for robust growth.

Film and Arts: Unlocking Commercial Potential

The panel “Producing for Profit” tackled the commercial viability of Africa’s burgeoning film sector. Kola Aina, Founding Partner of Ventures Platform, argued that authenticity and relevance are key to making projects bankable. “Strong business cases,” he said, “need data, distribution, and de-risking.” Meanwhile, filmmaker Judy Kibinge voiced a compelling thought: African documentaries need not be mired in negative themes to gain traction globally. Instead, she advocates for featuring “human stories that need to travel.”

Value of Africa’s Beauty & Wellness Economy

Panel discussions on beauty, wellness, and healthcare showcased these sectors as vital areas for growth. Waitherero Githu emphasized innovation that caters to African needs, while Daisy Isiaho underscored the importance of tackling visibility and dignity in care. The focus on ethical investment and inclusive entrepreneurship can lay the foundation for sustainable growth within these industries.

Transforming Remittances into Investment Pathways

One fascinating session looked at how remittances could transcend private transfers to spur development. Temi Popoola, CEO of Nigerian Exchange Group, suggested viewing remittances as access points into national development and capital markets. The importance of transparency and trust in fostering diaspora participation was highlighted by Andrew Kabeke Mutha. As James Irungu Mwangi remarked, structured remittances could even bolster climate adaptation and support SMEs.

Capital Flows, Collaboration & Narrative Control

Repeatedly during the summit, the call for greater African-led investment was heard loud and clear. Edwin Macharia pointed out that too many capital decisions are made by individuals lacking a nuanced understanding of African markets. The consensus on collaboration between governments and the private sector, across borders and within industries, may be the linchpin for lofty aspirations. It raises a good question: How can we purposely foster collaborations that yield not just results but sustainable ecosystems?

The Road Ahead

The Africa Soft Power Summit 2025 has given us much to consider, offering a vivid vision of African-led growth powered by cultural capital, financial innovation, and inclusive leadership. Yet, the real challenge lies ahead. Turning these insightful discussions into actionable strategies necessitates political will, financial backing, and an unwavering commitment. Above all, a collective desire must emerge to ensure that Africa’s expanding influence integrates sustainability and inclusivity into its core.