Reflecting on South Africa’s 2025 Heritage Day: Bringing Heritage to Life
Africa is a diverse country, which is why it’s called the “Rainbow Nation.” Let’s reflect on how we celebrated Heritage Week and look at how different cultures and tribes marked the occasion this year.
Heritage Day helps us reflect on who we really are. Our roots and backgrounds give us pride and identity, and we honour that by dedicating 24 September to celebrating our heritage. This year’s theme was Reimagine Our Heritage Institution for a New Era. At its core, Heritage Day embodies the spirit of ubuntu, the Nguni Bantu term meaning "I am because we are."
Dive Deep into Our Roots and Culture
South Africa’s rich culture shines through music, traditional dances, poetry, and, perhaps most loved of all, different kinds of food. It is wonderful to see people, young and old, from various ethnic groups, including Xhosa, Venda, Pedi, Zulu, Ndebele, Tsonga, Tswana, and Sotho, come together to showcase their unique styles and beautiful cultural attire.
This year’s Heritage Day celebrations took many forms, from events and parties to braais across the country. While the image of friends and family gathered around a sizzling fire is a staple of the day, the braai is more than a meal. It is a tradition that crosses cultural boundaries, bringing people together through a shared experience. The air fills with the aromas of boerewors, marinated lamb chops, and braai broodjies (grilled sandwiches), often served with side dishes like pap and chakalaka. Other cultural dishes are also proudly enjoyed, such as umgqutso (samp) among the Xhosa and uphuthu among the Zulu, accompanied by traditional side dishes like tripe.
A Living Legacy: From The Ashes of History, A New Flame
Perhaps the most powerful moment of the week was the reunion of ex-political prisoners on Robben Island on September 27. Under the theme Reuniting with Robben Island as the Stronghold that Fortified Our Resistance to Achieve Our Freedom, the gathering honoured those who sacrificed so much. It was a vivid reminder of the stories etched into our liberation history and showed how our heritage can inspire future innovation.
Across the country, cultural expressions flourished:
The Cape Town Club hosted a history talk exploring the influence of ancient rock art on modern artists, highlighting the timeless power of indigenous creativity.
In Mthatha, the Heritage Field Day celebrated culture and community with indigenous games, modern races, and performances by local artists, showing that heritage is also about joy and play.
The first annual Heritage Braai Fest took place at Kameelrivier Stadium, bringing communities together around the fire as a symbol of unity.
Strategies That Companies and Brands Implemented for Heritage Day
Rather than relying on generic posts with flags and braais, some brands told more nuanced stories that celebrated culture and community.
Showcasing employee heritage: Campaigns spotlighting employees' cultural stories, recipes, and traditions made brands feel more human and authentic. AVBOB and retail stores such as SPAR were good examples of this.
Collaborating with local voices: Partnerships with artists, chefs, and storytellers ensured accuracy while celebrating South Africa’s creative heritage.
Free access to national parks: Activities like guided hikes, game drives, and birdwatching at parks such as Golden Gate Highlands and Marakele gave people a chance to connect with nature and heritage.
Inspiring Ideas for Future Cultural Campaigns
While Heritage Day has passed, there are always opportunities for brands to celebrate South Africa’s rich culture. Looking ahead, here are some ideas to spark inspiration:
Product innovation and localization: Explore new products or promotions inspired by South African culture.
Sharing brand heritage stories: Companies with strong local roots can highlight their journeys as part of the country’s story.
Localized merchandise: Collaborate with local artists to create limited-edition packaging or designs that tap into national pride.
Taste of Mzansi promotions: Launch special editions with traditional flavours, or curate a subscription box that showcases South African cuisine.
Limited-time deals: Countdown campaigns in the lead-up to cultural holidays or events can spark excitement and urgency.
Curated local experiences: Real estate, tourism, or lifestyle brands might highlight culturally rich neighbourhoods or South African architectural flair.
Conclusion
As we move beyond Heritage Month, we should carry this spirit forward. The stories of resistance and triumph are not only our history but also a foundation for building a future that is inclusive, innovative, and united. Our heritage is our past, our present, and our most powerful tool for shaping a better tomorrow.
At Coral Communications, we help brands move beyond generic campaigns to create meaningful connections rooted in culture.
Ready to explore what that looks like for your brand?
