The African Continental Free Trade Area should be regarded as both an economic and cultural project, Nigeria’s Consul General in South Africa, Ambassador Ninikanwa Okey-Uche, said on Monday.

She called on African countries to leverage film, music, literature and other creative industries to strengthen continental integration.

Okey-Uche said African integration must go beyond the movement of goods and services to include the exchange of ideas, stories and cultural experiences. She noted that stronger cultural ties could foster greater understanding among Africans while opening up new commercial opportunities across the continent.

“We often discuss the African Continental Free Trade Area in terms of goods, services and tariffs,” Okey-Uche said in Johannesburg. “But integration also happens through ideas, stories, films, literature, fashion and human interaction.”

She said African countries should work towards a future where Nigerian films are distributed seamlessly across the continent, Nigerian and South African musicians collaborate and tour more freely, publishers circulate books across multiple African markets, and filmmakers from different countries jointly produce stories that reflect the continent’s diverse experiences.

“That is the African Continental Free Trade Area in the imagination,” she said. “A continent that trades its products together will integrate economically, and a continent that tells its stories together will integrate emotionally.”

The remarks underscore the growing economic and diplomatic significance of Africa’s creative industries as governments seek to expand intra-African trade and strengthen cultural ties alongside traditional diplomatic and commercial relations.

Okey-Uche said Nigeria and South Africa have a special role to play given their economic and cultural influence across the continent. She urged both countries to deepen cooperation in key areas including the creative industries, tourism, education, sports and youth exchanges.

“Our relationship should not be defined only by trade figures, diplomatic disagreements or periodic tensions,” she said. “It should also be defined by people-to-people relations, youth exchange, cultural collaborations, creative partnerships, academic cooperation, tourism, sports and shared aspirations.”

The call for stronger cultural ties comes amid the growing cross-border reach of African entertainment. Nigeria’s Nollywood film industry and Afrobeats music have attracted large audiences across Africa and beyond, while South Africa has strengthened its cultural influence through music, film, fashion and sports.

Okey-Uche said governments should move beyond celebrating the global popularity of African culture and focus on creating systems that translate that influence into greater economic opportunities for African creators and businesses.