Article: South Africa: The Friendliest Country in the World? A Reputation Worth Embracing

 

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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