Keypoints:
- Ghana promotes fugu and kente as diplomatic tools
- AU ministers request Ghanaian attire in national colours
- Cultural exports positioned as economic diplomacy strategy
GHANA’S Foreign Minister, Samuel Okudzeto Ablakwa, says surging international demand for traditional Ghanaian attire is opening a new chapter in the country’s economic diplomacy strategy, positioning culture and fashion as powerful tools of global engagement.
Speaking in an interview with JoyFM News on Friday on the sidelines of the African Union (AU) Summit in Addis Ababa, Ethiopia, Ablakwa said Ghana’s iconic fugu garment has unexpectedly become a symbol of diplomatic influence and commercial opportunity across the continent and beyond.
According to the minister, foreign ministers attending continental meetings have shown remarkable interest in the northern Ghanaian fabric, prompting discussions about expanding production and exports.
‘The fugu is in such high demand that I hope our young entrepreneurs and weavers will take full advantage of it,’ Ablakwa told JoyFM News. ‘Virtually all the foreign ministers have asked that I make a presentation at our next meeting because of the interest it has generated.’
From social media moment to diplomatic opportunity
Ablakwa explained that what began as online commentary surrounding Ghana’s political leadership has evolved into an unexpected branding success for the country.
He said international curiosity about the attire has translated into formal requests from African counterparts, including proposals for customised fugus designed in national colours for ministers and heads of state.
‘ECOWAS foreign ministers have specifically asked that I provide fugus in their national colours,’ he said. ‘That is the special assignment they have given me, and we intend to deliver.’
The minister described the development as an example of how cultural identity can be transformed into economic value when governments actively promote local industries abroad.
Trade exhibitions planned amid rising demand
To meet growing interest, Ghana is preparing a series of trade exhibitions showcasing traditional textiles, including fugu and kente, aimed at connecting Ghanaian producers with international buyers.
Ablakwa revealed that Ghana will host a major fugu and kente trade exhibition in Zambia next month after repeated requests from partners struggling to source sufficient quantities through existing commercial channels.
‘Our counterparts keep asking where they can find fugu, and even delivery companies say supply is limited,’ he noted. ‘So we are organising a large trade fair at their biggest exhibition centre to meet the demand.’
He added that Ghana’s diplomatic missions worldwide have been instructed to incorporate cultural showcases into upcoming national day celebrations on March 6, turning embassies into platforms for promoting Ghanaian fashion and craftsmanship.
Economic diplomacy through ‘Made in Ghana’
The foreign minister emphasised that promoting locally made products abroad forms part of a broader strategy to diversify Ghana’s economic diplomacy beyond traditional trade negotiations.
‘This is good for economic diplomacy,’ Ablakwa said. ‘We must promote Made in Ghana and expose our fabrics and culture to the world.’
He argued that cultural exports offer cost-effective international marketing compared with conventional branding campaigns, noting that organic global attention has delivered visibility that would otherwise require expensive promotional budgets.
‘If we had hired major marketing firms, the state of the economy might not have afforded the bills,’ he said. ‘But this has turned into very effective marketing for Ghana.’
Turning attention into opportunity
Analysts attending the AU Summit say Ghana’s approach reflects a growing trend among African countries seeking to leverage soft power — including fashion, music and creative industries — to strengthen economic ties and national branding.
For Ghana, Ablakwa believes the moment presents a rare opportunity to empower local artisans while strengthening diplomatic relationships across Africa.
‘All of this is about marketing Ghana and showing the beauty of our culture,’ he said. ‘We must ride this momentum positively.’
As AU leaders continue discussions in Addis Ababa, Ghana’s unexpected ‘fugu diplomacy’ initiative signals how cultural heritage may increasingly shape Africa’s economic and diplomatic future.
