Création Africa: French Initiative Nurtures African Creativity
The French Ministry for Europe and Foreign Affairs recently launched Création Africa. This R24 million initiative is designed to support creative and cultural entrepreneurship in South Africa, Malawi and Lesotho. It is being run in partnership with the French Institute of South Africa (IFAS) and the French embassies in the region. Through this collaboration, it highlights France’s commitment to nurturing the next generation of African cultural enterprises.
The Création Africa Finalists
As part of this initiative, twelve selected finalists were showcased during the Création Africa Days. The event, held on 17 and 18 September in Pretoria and Johannesburg, brought together businesses from various industries. These include fashion, design, video games, audiovisual production and music. Together, they reflect the vibrant and evolving creative landscape of Africa.
This presentation marked the culmination of a five-month journey for the finalists. During this period, they received expert mentorship, seed funding and valuable networking opportunities. In particular, the programme provided them with the necessary tools to help scale their businesses, both locally and internationally. In addition, these entrepreneurs had the chance to connect with prominent French and South African professionals. Finally, as a result, they gained invaluable insights into investment networks and potential growth opportunities.
The Création Africa Programme
Création Africa aims to support these enterprises by providing incubation, funding and access to strategic partnerships. Additionally, it fosters connections with global investment networks, thereby helping businesses expand beyond borders. Over the past five months, the participants worked on honing their business skills while learning from some of the top figures in the creative industries.
Moreover, the programme’s holistic approach equips participants to make a significant impact in their respective industries. It not only helps them grow, but also contributes to broader economic development in South Africa, Malawi and Lesotho.
Investor Pitches and Global Exposure
On September 17, His Excellency Mr. David Martinon, French Ambassador to South Africa, Malawi and Lesotho, hosted an exclusive event at his residence in Pretoria. At this gathering, the finalists pitched their projects to investors and showcased their business ventures. The goal of the event was to encourage collaboration between African entrepreneurs and their French and Southern African counterparts.
Looking ahead, next month, the finalists will travel to Paris to participate in BIG 2024, Europe’s largest business and investment forum, hosted by Bpifrance. This upcoming event will offer the finalists a global stage to showcase their talents. It will also provide them with the opportunity to expand their networks and explore international prospects.
“Création Africa exemplifies France’s commitment to fostering creative and cultural entrepreneurship across Africa,” says Ambassador Martinon. “The success of this programme is reflected in the participants’ increased skills, confidence and social and economic influence within their industries. By investing in creative ecosystems, we are driving growth, innovation and competitiveness, not only in the creative sectors, but also in the broader economies of South Africa, Malawi, Lesotho and beyond.”
