The Ambassador characterized culture as a "powerful force" that underpins formal diplomatic instruments such as treaties and security alliances. Cultural diplomacy serves as a vital bridge, allowing nations to influence through attraction rather than coercion. This approach is considered essential for navigating international negotiations successfully and for building mutual trust that persists long after political leaders have left office.

A significant portion of the address explored Namibia’s complex historical relationship with Germany. The Ambassador reflected on the 1904–1908 genocide and the subsequent liberation struggle, noting that these "historical wounds" continue to shape the contemporary cultural perspective. He emphasized that cultural diplomacy facilitates open dialogue regarding these sensitive issues, providing a necessary platform for the ongoing negotiations regarding justice and reconciliation.

Furthermore, the lecture addressed the specific "burden" faced by African diplomats in challenging persistent stereotypes of conflict and dependency. To counter these narratives, Namibia promotes its diverse heritage and creative industries through artistic exchanges and digital platforms. The Ambassador advocated for increased investment in cultural initiatives to ensure that African nations are recognized as dynamic and innovative contributors to global civilization.

In conclusion, the forum highlighted that culture offers a vital pathway for dialogue in an increasingly divided world. Namibia’s experience demonstrates how cultural engagement can reconcile painful histories while building a resilient foundation for future international partnership. Ultimately, this diplomatic strategy seeks to foster an inclusive global community where peace and mutual respect prevail.

Forum on Cultural Diplomacy in the European Union

Potsdam, Germany | 18–19 June 2026

Speaker:

"Uh, thank you very much for this opportunity to come and make this presentation to you. It is both an honor and a privilege to stand before you today on a subject that is increasingly shaping international relations in this century, which is the role of culture in foreign policy or in diplomacy.

As we are talking now, there are teams that are playing, and that is an example of cultural diplomacy. We have known about the Olympics because they have something that brings humanity together, even in the areas of creative industries. They are meant to bring emotional happiness, even though sometimes you find yourself crying, but you cry because of the story that has captivated you.

My topic today is the role of culture in Namibian foreign policy toward Germany and the European Union, which I am presenting here. Uh, because we often think of diplomacy in the form of treaty agreements, political negotiations, and security alliances.

Yet behind those formal instruments lies a more enduring and powerful force, and that force is culture.

Why? Because culture shapes how nations understand themselves and how they are understood by others, because it carries values, our memories, our traditions, and aspirations across borders.

Now, if you look at the meaning of cultural diplomacy, it is basically the use of culture to promote and reinforce national identity and strengthen international relations.

Because it is through culture that people are connected long before governments sign agreements and long after political leaders have left office.

Now, since culture shapes perceptions, values, and outlooks, diplomats' approaches to international relations are often influenced by the environment in which they have developed, including their educational background, professional experiences, and the challenges they have faced in carrying out their respective responsibilities.

Now, an important component of foreign policy is soft power, which represents culture and encourages mutual understanding, dialogue, and cooperation. Because if you have to cooperate, even in diplomacy, you need to understand the culture of your negotiating partner or cooperation partner so that you avoid certain body language or even behaviors that might damage what you are about to negotiate.

So it is very important that you have that understanding.

Culture serves as both a bridge and a challenge in diplomatic relations.

While cultural engagement can foster mutual understanding, trust, and cooperation, unresolved historical issues and cultural differences might complicate diplomatic interaction if they are not managed through open dialogue and mutual respect.

So, you need to understand that culture is very important.

I remember there was a time when an African country was referred to by a certain word. I cannot mention the word now. Just imagine if you can be referred to in such a way that tomorrow you are expected to sit with the person who referred to you like that.

You know, there is a misconception that when you have power, you can do whatever you like. Of course, it has existed since the Mauryan and Athenian times. But there is one thing you have to know: there are historical wounds that can be created because of something you do today.

It will reverberate a hundred years to come.

So culture is powerful, and you need to understand it as such.

Now, what are the presentation objectives of this?

The first one is the examination of the role of culture in Namibia's foreign policy. Because, as I said, Namibia is a rich nation in cultural diversity. Our many communities, languages, traditions, artistic expressions, and historical experiences form an essential part of our national identity.

Therefore, culture plays an important role in Namibian foreign policy, given the background that I have just narrated, because it serves as a tool for diplomacy, international cooperation, and national identity promotion since gaining independence in 1990.

Namibia only gained its independence in 1990 after a war that started with national resistance, which began from 1904 to 1908 and ended with a genocide committed against the people. Then the liberation struggle that started in the 1960s culminated in the independence of Namibia in 1990, precisely on the 21st of March 1990.

So, you can imagine a generation that was born during this period. The cultural perspective was shaped by the experiences that we lived through.

It has created wounds that are yet to heal.

But even out of that extraordinary experience, which was painful, we see hope on the horizon without forgetting the painful past.

But we are ready to cooperate so that our children and their succeeding generations do not experience what our ancestors and ourselves have experienced.

So the second one is promoting national identity and heritage.

Now, in this regard, culture serves as an important source of soft power. It allows nations to influence through attraction rather than coercion. It is very important.

And let this be a lesson for those who feel that with power you can coerce. You are not going to solve problems.

When you coerce, you create internal historical wounds that will not heal.

So Namibia uses this culture to showcase diverse ethnic groups, languages, traditions, art, and historical heritage on the international stage.

Cultural events, exhibitions, festivals, and artistic exchanges help project a positive image of Namibia and strengthen its international reputation.

Because when you are known as a country that is peaceful, that is stable, that is committed to the expectations of the international community, and that contributes positively, no matter how small you are, your reputation will remain intact because you have created a culture where everybody respects you because of who you are and because of what you represent.

Now, it also strengthens bilateral relations.

Cultural diplomacy supports Namibia's relations with key partners. Here, we have Germany. I am here to represent Namibia, all its hopes and aspirations, everything that comes with it, including our culture.

Then, of course, we have the European Union. We have Angola, which is our neighbor, Botswana, South Africa, China, and others.

And when we engage, we see cooperation. We do not see conflict because we believe that even our Constitution has mandated us to pursue peaceful means and encourage the settlement of disputes by peaceful means.

That culture stems from our Constitution, and it teaches us to be a peaceful nation.

Now, we also have, as I said, Namibia came from a difficult past. There are realities that we have to face.

You cannot ignore them.

And it was Morganthau who said:

"The world, imperfect as it is from the rational point of view, is the result of forces that are inherent in human nature. To change the world, you have to work with those forces, not against them."

So this is how we feel that this is a projection of our culture, so that people will know us, and we also know that we are dealing with a world made up of forces that are inherent in human nature.

Supporting regional and international cooperation through participation in organizations like the Southern African Development Community (SADC), the African Union, and UNESCO, Namibia promotes cultural exchange, heritage conservation, and intercultural dialogue.

These efforts contribute to regional integration and international cooperation because we want to be part of the world.

We do not want to be isolated, but we believe that as humanity, we are one.

We have the same hopes. We have the same aspirations.

Our children all want to dream, and when they go to bed, they all want to be told a story before they close their eyes to sleep.

And this happens everywhere.

So, we cannot detach ourselves from the international community. We are part and parcel of the international community.

Then, advancing soft power, because this is the soft power that makes people or attracts people.

Therefore, it does not offend anybody when you show your cultural perspective or what you are supporting.

Through this, Namibia integrates culture into broader development and foreign policy objectives.

Our cultural industries, creative industries, art, tourism, and heritage conservation contribute to economic development, employment creation, and international cooperation programs.

Then, there is also a burden of cultural diplomacy from an African perspective.

Now, I want to tell the truth, the whole truth, and nothing but the truth.

I can tell you that being an African diplomat is not easy.

Why is it not easy?

It is not easy because African countries frequently engage in cultural diplomacy within a global environment that is still shaped by historical inequalities and persistent stereotypes.

Too often, African cultures continue to be viewed through the lenses of outdated narratives of poverty, conflict, dependency, and exoticism, rather than being recognized as dynamic, innovative, and contemporary contributors to global civilizations.

That is the burden as an African diplomat, including myself.

And I am saying this from experience.

Scholars, artists, and cultural practitioners frequently find themselves performing a dual task.

They must not only promote cultural cooperation and dialogue but also challenge misconceptions and advocate for equal recognition of African perspectives and experiences.

This is a reality.

I am not just taking it out of my thumb.

You sit in the room, and the person has already judged you even before he or she knows you or has even seen your potential.

So that is a burden that we carry, and that weight sometimes makes us stronger, even though it might be painful.

But I think we need a world where we see, you know, every time I am inspired when I read the preamble to the Charter of the United Nations:

"We, the peoples of the United Nations, determined to save succeeding generations from the scourge of war, which twice in our lifetime has brought untold sorrow to mankind..."

But sometimes, when actions are taking place, you ask yourself:

Are we included in the "we," or are we excluded?

Now, prejudices and persistent stereotypes. I think this is what I have already mentioned, so I cannot repeat them.

Over-expectation and inequality.

Now, as an African, you might have mineral resources. Your partners would want you to bend your laws, even when those laws have their roots in the Constitution.

But if you turn the table around, nobody wants to bend even their own legislation.

Yet you are expected to bend your Constitution.

Is that the equality we talk about?

So, therefore, these are challenges that we face.

Then, the broader challenge of power imbalance and cultural relations.

This is exactly what I am saying, where you have those with power and they lecture you. And when you are lectured, you are lectured to the point that tomorrow the same incident that you were being lectured about happens again.

And when you ask questions, they say: "I know all these things."

I was very shocked when I heard the prosecutor for the International Criminal Court say that a developed country told him that the ICC was not created for them. It was created for thugs and Africans.

Now, you can just imagine that Africans are also put in the same group as thugs.

Now, you are expected, when you go to an event, to smile, even though there is a wound which might be a mortal wound that has been inflicted.

Then, the key cultural cooperation.

I think with Germany, we have cultural exchange programs, academic partnerships, scholarships, heritage and museum collaborations.

With the European Union, we have cultural and creative sector support, youth and educational exchanges, joint projects promoting diversity and inclusion.

Then, the benefits, of course, for Namibia:

Strengthened diplomatic relations and increased cultural visibility, economic cooperation through tourism and creative industries.

For Germany and the European Union:

Greater understanding of African cultures, stronger people-to-people relations, and enhanced international cooperation.

Now, challenges and opportunities.

Of course, there are challenges such as limited funding for cultural initiatives and unequal access to cultural platforms, as well as balancing heritage preservation with modernization.

Now, opportunities include digital cultural diplomacy because the world is becoming digital.

Of course, you find very innovative young people who are using these tools to tell their stories.

There is also youth engagement and exchange, expansion of cultural and creative industries, gender equality, greater collaboration, and heritage and reconciliation projects.

So, then, recommendations.

What do we have to recommend out of this?

The recommendation that I can come up with is:

Increase investment in cultural diplomacy.

Strengthen institutional partnerships and engage in educational and artistic exchanges.

Promote Namibia's cultural industries internationally.

Utilize digital platforms.

Now, from the conclusion, I think I have to re-emphasize that the world is increasingly characterized by division, uncertainty, and misunderstanding.

Culture offers a pathway toward greater dialogue and reconciliation.

Culture serves as a beacon of hope, guiding humanity to illuminate the way toward a better world that we aspire to create.

It also enables nations to engage with one another not only as political actors but also as communities and peoples with histories, values, dreams, and aspirations.

Namibia's experience demonstrates that culture can serve as a bridge between continents, between societies, and between generations.

It can strengthen our relations with Germany and the European Union while contributing to the broader objectives of peace, development, and international cooperation.

Now, let us therefore continue to invest in culture as a force of understanding, as a vehicle for partnership, and as a foundation for a more inclusive and interconnected world.

With these few words, I thank you.

And I conclude with a picture of the international community coming together and living up to the purpose for which it declared itself to serve: saving succeeding generations from the scourge of war and letting peace reign.

[Applause]

Moderator:

Thank you very much, Your Excellency.

I would now like to invite questions and comments from the audience. We are very happy to have Africa in the spotlight again.

I think you were first, and then we will come to you. Please introduce yourself.

Thank you very much, Your Excellency, for the wonderful presentation.

I was also very pleased to see the speech and also the pictorial display that accompanied your speech. That was very interesting and attractive.

I am very happy that you talked about SADC in your presentation, and I know that there is very strong intercultural connectedness between SADC countries. That should be something that should make SADC countries and their citizens closer.

But with the situation in South Africa right now, the xenophobic attacks targeting fellow Africans, and Southern Africans in particular, do you think cultural diplomacy has some limits?

If yes, what do we need to do to make it better so that we could use cultural diplomacy to deal with some of the situations like what we see in South Africa currently?

And number two relates to soft power, and I want to connect it to our national branding.

I am very proud that I come from SADC, and I know that SADC is perhaps the most stable sub-region in Africa. I know Namibia's democracy is relatively strong in the region.

But under national branding, we also talk about things that might make other people look at your country, or your region, as not as attractive as you may want it to be.

And we shouldn't—I mean, as you say, we need to tell the truth—I have issues sometimes when I see the situation in Zimbabwe, for example.

I know corruption is everywhere, but those elements of corruption and failing democracies, the situations we see in Zimbabwe, just to give an example, seem to create the perception that we are not speaking with one voice within SADC.

Don't you think these are some of the opportunities, like low-hanging fruits, that we could use to pursue our agenda regarding inflows of foreign direct investment?

And quickly, maybe just a comment on how you are countering this narrative that some people in Namibia are marginalized.

Ambassador:

Thank you very much.

There are three questions, and I will tackle them as you have asked them.

First, I am a Namibian and I am a diplomat. I really do not like speaking on behalf of countries that I do not represent.

But I am a citizen of SADC and I am a citizen of Africa.

So, I will try to walk a thin line between being a diplomat and being a citizen.

Now, first of all, we have subscribed to the SADC principles, and we have also subscribed to the African Union.

What do these two institutions preach?

Unity—that we are first and foremost Africans.

SADC is pursuing a project of regional integration.

Now, every country that has subscribed to those principles is supposed to live by what it has signed up to, because you cannot exempt yourself from the principles that you have committed to undertake.

Now, there are citizens, and citizens are led. It is the responsibility of leaders to assume their responsibilities and be able to guide those who are moving away from those principles.

So, I do not think the SADC or African Union principles are to be contradicted, because if we contradict them, then it will be a waste of our time.

Then, coming to the second question, it is almost related to the same issue.

Here again, I am saying we have institutional frameworks that are supposed to guide us.

You are from a SADC country. I am sure you are from Malawi.

Audience member:
Yes, Malawi.

Ambassador:

We have governance structures, and what we strive for is to strengthen infrastructures for peace, starting even with the way we conduct elections.

There are procedures to be followed.

But these procedures do not execute themselves. They are supposed to be followed.

We also have to understand that every country is sovereign in its own right.

So, we should rather start to educate ourselves, and we should start with young people so that when they grow up, they understand that we need to live in peace rather than in perpetual conflict.

Now, the third question about some Namibians being marginalized.

All citizens of the country have equal rights.

There is nobody who should be marginalized.

I do not even know where that sentence or that concept comes from, but of course, it is there.

And I am also saying here that I am speaking as the Ambassador of Namibia, and I am speaking as a citizen of the country.

First, the Constitution is our guiding principle, and it has guaranteed equality for all citizens.

Now, every citizen also has a right to their culture and to their way of living.

So, the state cannot go and police citizens on how to live, but rather it should attract them and say:

"Let us ensure that all our children go to school. Let us try to include everybody in what we do."

Yes.

You remember, even in the Bible, when Jesus took the disciples to the garden, he asked them to keep watch with him while he went a little further, and he found them sleeping.

Why?

He said: "The spirit is willing, but the flesh is weak."

Now, what we need to do is recognize our weaknesses and work on them to turn them into strengths.

I do not dispute what you say, but the Constitution is very clear, and anybody who is marginalizing others is doing a disservice to the nation.

Moderator:

There is an additional question here, and please introduce yourself as well.

Audience Member:

Thank you very much.

My name is Ko. I am from The Gambia in West Africa.

Thank you so much, Your Excellency, for your wonderful presentation.

As an ambassador, your role is very critical in cultural diplomacy when it comes to the relationship between Germany and Namibia.

So, I would like to know to what extent cultural diplomacy can contribute to advancing the ongoing dialogue between Namibia and Germany regarding compensation and justice for the genocide.

Also, what is the level of political pressure back home in Namibia regarding this issue?

Because I understood that Germany once committed 1.1 billion in compensation, which was strongly criticized by citizens.

Thank you.

Ambassador:

Thank you very much.

The question is very important.

First, culture plays a role in educating and bringing those matters to the people so that they understand what happened.

I remember there was an opera group called People of Songs, and the story they were presenting was within the subject that we are talking about.

So, it helped to educate and to make people understand, because many people who are here were not born when these things happened.

Nobody in this room was born when these events occurred.

But if people are not made to understand the gravity of what happened, then the story can remain hidden behind a desk.

However, when culture plays that educational role, it also opens people's ears, and I think that is where it can help in the negotiation process.

Now, your second question was about the reception of the people in Namibia when they heard about this.

The problem with perception is that it is something that can create an image of reality.

How do you overcome perception?

It is because whatever you do, you have to do it while also thinking:

"When I do this, how will it be perceived?"

Now, if you do it without that understanding, there is always a backlash.

So, this issue was brought forward, and of course, it was brought to Parliament, and Parliament refused.

So, we are back to the drawing board.

It is not something that has been completely put aside, but it is something that is being reworked.

And I think that is the only thing I can say because I cannot get into details.

When negotiations are taking place, you do not disclose the content of negotiations.

Moderator:

Okay.

Is there a final question here, also from Zoom?

We did not forget you.

If somebody would like to jump in from Zoom, please feel free.

Audience Member (Zoom):

Good afternoon, Excellency.

Thank you for the wonderful presentation.

I am Call No Jervis. I am a student here at ICD.

My first question is about tourism and cultural diplomacy in East Africa.

As we all know, East Africa, when we speak about Kenya, Ethiopia, and Tanzania, the first thing that comes to mind is tourism: a peaceful place to travel.

But when you look at Central Africa, countries such as Chad, Cameroon, and others, it is not as visible compared to nations in East Africa.

So, my question is:

What are those nations in East Africa actually doing that those in Central Africa are not doing?

And how can governments in East Africa export their projects and know-how to their counterparts in Central Africa?

My second question is about China's role in Africa.

I had a conversation with Professor Uli the other time, and after giving a presentation about how Africa is turning toward Russia and China, he concluded by telling me that this is just the first chapter.

And I believe that is true because maybe Africa, as you know, does not have a strategy regarding how to deal with China, Russia, and the European Union in general.

So, as a diplomat, what would you say?

Should we link ourselves to China?

Should we stay with the West?

Or should we be Africans?

And if we are staying as Africans, what institutions are in place to promote our culture, education, and our own identity?

And if there are no institutions, what do you think the EU should be doing?

Because personally, I think the African Union is completely absent when it comes to African affairs.

For example, in the EU, we have the European Commission that is responsible for promoting culture, and we are seeing the work that they are doing.

The African Union, maybe if you ask an average African here, they might not know any commission within the AU that is promoting culture in Africa.

So, based on your knowledge and expertise, what would you propose to the EU, for example, to handle cultural promotion in Africa?

Ambassador:

Thank you very much.

The first question is about the success of tourism strategies in countries in East Africa versus countries in Central Africa.

You know, I think it is a simple strategy because you need to bring out your best and sell your unique selling proposition.

You bring it out.

What do you have to offer?

This is what you have to show.

But then you also have to know that when you sell, those who have to buy in have to be convinced.

There are many things that can convince people and can play a critical role in attracting them.

First, the situation:

Is it conducive for me to go into that country?

What are the bureaucratic procedures?

What are the other factors?

I think if I were in that position, I would ask myself that question:

"Is there something that they are doing that I am not doing?"

So, it is about marketing and attraction.

I think it is as simple as that.

If I had to advise them, I would say:

Learn, but do not copy and paste.

Because the problem sometimes is that when people say:

"Oh, this other country is successful," they go and copy and paste.

Localize it to your own solution, taking into consideration the factors at play.

That is the answer to your question.

Ambassador:

Now, the other question about the African Union's strategy to deal with other countries.

First of all, in diplomacy, we deal with all countries because that is the promotion of international cooperation.

Now, the fact is: on what terms are we dealing with our partners?

That is what matters.

Because when you are engaging, the first question you need to ask yourself is:

What is my objective in dealing with that country? What do I want to get out of it?

Now, most of the agreements that are signed have a time frame.

If, within that time frame, that agreement has not brought benefits, why would you renew it?

So, I think this is a question of strategy.

It is a question of knowing what you want.

But I do not subscribe to the notion that because they are Chinese, we cannot deal with them.

Why is Europe dealing with China?

So why should Africa be the only one not to deal with China?

There is nothing wrong with it.

It should be about the terms of your engagement.

They must be clear.

They must be set with measurable and tangible outcomes that provide benefits.

As the Chinese say: win-win.

I do not know if I have left another question.

Audience Member:

I did mention the European Commission.

Ambassador:

Oh, yes.

The thing is, there is the question of implementation.

Because sometimes we blame either the African Union or the United Nations.

The fault is not with the institutions.

The fault is with implementation.

There was an African Year of Culture. I do not know whether it was 2023 or 2021, and there were clear resolutions given.

So, it is up to the member states to implement those resolutions.

Even the strategy you are talking about—the African Union has a strategy of partnership.

Now, we are implementing that to our advantage.

Moderator:

We have a final two questions.

All right, the final two questions here, please.

Audience Member:

Thank you, Ambassador, for your presence here.

I had a question about your role as a diplomat to Germany.

I am an International Relations student, and to be honest, I am quite ashamed of the fact that it was quite late in my studies when I learned about Germany's participation in the colonization of Africa and its role in colonization and imperialism within Africa.

When students learn about this, they learn more about other European nations, and Germany is, in many ways, pushed to the side or even ignored in the Western world.

I am sure it is very present in African culture, as Africans were the ones greatly affected by it.

So, my question is:

In your diplomatic role, how do you navigate making it known, or confronting, certain aspects of German history in a diplomatic way so that African voices and African history are acknowledged and addressed, while coming from a diplomatic position?

Ambassador:

Thank you very much.

I think I highlighted this in the presentation, to say that as a diplomat, you know what your objectives are.

Because when you come, you are given a responsibility.

There are terms laid out.

Of course, it is not from A to Z, but you have to work within that framework.

But you also have to see opportunities.

Nobody asked me to come and make a presentation here.

But because it is within my responsibility, then I say:

"Okay, I will go there and talk about cultural diplomacy."

And if there is a way that I need to educate young people like you, that is a responsibility that I have to fulfil, without causing any harm to the relationship between the two countries.

Because this is a historical fact.

And we are saying that we need to cooperate because we cannot allow this to continue as a milestone tied around our necks.

We need to address it and put it aside.

Then build a relationship fit for the future, guided by peace, justice, and fairness.

Moderator:

Excellent.

Thank you very much.

Final question.

Audience Member:

Hi, Mr. Ambassador.

Thank you so much for your speech.

It was such an honor to have such a well-spoken person as yourself here.

My question shifts a bit towards the African Union.

Sorry, my name is Lucia.

I am a Spanish intern here at ICD.

I study International Relations, and my question is:

Can you give us a bit of your opinion on the African Union?

What do you think about the regional cooperation within it?

Do you think that it can develop into perhaps a more economic community within the African Union, and maybe even a political one like the European Union?

And what do you think about the fact that, as in the EU, but in the African Union, there are 55 member states, so there are many?

What do you think about the inequalities within it?

Do you think there is a hierarchy among countries?

Yes, sorry, that is a lot of questions, but thank you so much.

Ambassador:

No, thank you.

Okay.

Now, you see, the European Union project started long ago.

They looked into the obstacles and worked on the challenges so that they could overcome them.

In the African Union, of course, we have the Constitutive Act, which also commits us to one day becoming a powerful union.

There are flagship projects that have to be undertaken, and there are aspirations that also have to be met.

Because we say that if we are to achieve this, there are certain things that we need to put into the correct perspective.

Of course, we cannot follow the template of the European Union, but we can use it as a reference point because Europe's experience is not the same as Africa's.

Africa never colonized any country, but of course, Europe has benefited immensely from Africa.

Even as we are speaking now, museums in Europe are filled with African artifacts.

So, these are things where we need to ask:

What is the correct path that we need to follow so that one day we also find ourselves having this political union?

Those flagship projects are there.

There is the African Continental Free Trade Area, which is also one of those projects where we must trade as a bloc.

All of these are projects that are taking us toward political integration.

But, as I say, they do not execute themselves.

They need commitment.

They need dedication.

Moderator:

Excellent.

Now, on that note, I would first of all like to ask you all to please help me express our sincere gratitude to the Ambassador for this excellent presentation."

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