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South Africa has been crowned the friendliest country
in the world in a recent global study by international money transfer service
Remitly. Now isn’t that some incredibly positive news that we can all do with! While
this news has been met with both celebration and scepticism, it raises a
powerful question: What does this kind of international recognition mean for
South Africa’s reputation?
A Reputation Built on Heart
Personally, I think it’s incredible news! I know not
everyone may agree — and that’s fair. But I prefer to err on the side of
positivity. After reviewing the methodology, I saw it was based on feedback
from around 3,000 participants. I would be curious to know more about the
sample — where were the participants from, and were the country options
open-ended or predefined?
What did surprise me was that more African countries
didn’t feature on the list. Having had the privilege of travelling across our beautiful
continent, I’ve experienced first-hand the warmth and friendliness Africa has
to offer. That said, I’m proud that South Africa has received this recognition
— it’s a reflection of the heart that underpins our identity.
Why This Matters for Our National Brand
Recognition like this gives our national brand a
valuable boost. At Reputation Matters, we often remind clients that a brand is
what you say about yourself, whereas a reputation is what others say about you.
Despite the very real issues we face — from crime and
unemployment to inequality — this moment serves as a reminder that South
Africa’s character is defined by more than its challenges. As South Africans,
we are often our own harshest critics. That’s why it’s important to pause and
celebrate moments like these. They highlight the resilience and friendliness
that quietly but consistently shape who we are.
Friendliness, Ubuntu and Global Reputation
A strong reputation isn’t built on a single study or
feel-good headline — it’s built through consistent, authentic behaviour over
time. Still, being recognised for something like friendliness is a powerful
affirmation.
Ubuntu — the spirit of “I am because we are” —
runs deep in our national DNA. Even when faced with adversity, the way we
interact, the way we show care, and the small kindnesses exchanged daily all
shine through.
Friendliness isn’t just a feeling. It’s a behaviour —
a reflection of the values that guide us — and that matters when it comes to building
a global reputation that’s not only strong, but human.
The Power of Balanced Storytelling
So how do we ensure that we keep building a credible
reputation — one that celebrates the good while acknowledging the work that
still lies ahead?
The key lies in balance. We must continue
sharing stories of hope, kindness, and innovation alongside the real stories of
the challenges we face. Platforms like Good Things Guy are wonderful
examples of how we can shift the narrative without ignoring the truth.
It’s also a reminder that building a better South
Africa is not only government’s responsibility — it’s up to all of us. Every
small act of kindness, every effort to uplift, every story we choose to share
contributes to the bigger picture.
A Reputation We Can All Be Proud Of
I’m thrilled that South Africa has been recognised as
the friendliest country in the world. It’s a refreshing reminder of the heart,
humour, and humanity that continue to define us. While we must acknowledge our
challenges, we also need to hold space for the good — and celebrate it loudly.
Because in the end, reputation isn’t built in
boardrooms. It’s built in everyday behaviour. And that’s where South Africa
truly shines.
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