Cultural and creative industries: Roadmap to expanding Pakistani exports to Africa

Abstract

Although Cultural and Creative Industries (CCIs) are increasingly becoming engines of sustainable economic growth and national image building globally, in case of Pakistan, their vast potential remains relatively untapped. This paper outlines the role of culture as a strategic sector to boost economic growth, sustainable development, and cultural diplomacy. Drawing on an extensive literature, interviews, and focus group discussions, the paper maps the general trends in Pakistan’s CCI trade performance to propose policy measures that can promote CCIs for Pakistan’s socioeconomic development generally and its engagement with Africa particularly. The study explores the role that CCIs play in sustainable development; how Pakistan’s CCIs can be deployed for economic growth and cultural diplomacy; what specific sectors of CCI represent maximum potential for economic cooperation between Pakistan and Africa; and what policy frameworks can be developed for them. The study argues that Pakistan’s socioeconomic challenges require a strategic approach to devising national and foreign cultural policies that foster healthy avenues of social engagement, an inclusive national identity, economic growth, and international diplomacy. While the paper is focused on addressing a significant gap in the government’s “Look Africa Policy” that does not factor in the immense potential of CCIs, its findings and recommendations are applicable to Pakistan’s national and foreign cultural policy in general. Finally, the research makes a contribution to the sparse literature on CCIs in Pakistan.