Amma Prempeh is a freelance BBC journalist
Amma Prempeh, a freelance BBC journalist and producer, has stated that actively promoting culture is one of the key ways to boost the economy and foster a sense of unity and pride among citizens.
Speaking to GhanaWeb on a wide range of issues on March 6, 2025, she emphasized that cultural preservation and promotion offer myriad economic benefits.
According to the producer of Kente Culture Story Documentary Film – The Importance of Kente to Ghanaians and Black Africans, it is heartwarming to witness a growing awareness of cultural preservation among Ghanaian youth.
In her view, beyond preserving the country’s rich history, traditions, and values, there is significant economic potential in actively promoting Ghanaian culture both locally and on the world stage.
“Culture promotion can lead to economic benefits through tourism, arts, and crafts. By showcasing Ghanaian culture, the youth can attract tourists and create job opportunities in the cultural and creative industries,” she said.
Addressing the perception that prioritising culture may lead to a disregard for other cultures, she remarked, “Embracing one’s culture does not mean rejecting the traditions of others. Rather, it can lead to meaningful cultural exchanges and a better understanding of global diversity. This can enhance the youth’s ability to navigate and contribute to a globalized world.”
She cited the invitation to screen her Kente documentary at Memorial University in St. John’s, Newfoundland, Canada, on February 3, 2025, as part of their Black History Month celebrations, as a clear example of cultural exchange.
“I was pleasantly surprised by the enthusiasm and acceptance of the concept of Kente by audiences that viewed my documentary in America and Europe,” she said.
Kente also made headlines in 2020 when the then-Speaker of the U.S. House of Representatives, Nancy Patricia Pelosi, and other Democratic lawmakers appeared before Congress wearing colorful Kente scarves to propose legislation on police reform following weeks of protests over the death of African American George Floyd at the hands of a white officer.
It is also worth noting that, through Amma Prempeh’s active promotion of Kente cloth, this symbolic cultural resource and pride of Ghana was added to UNESCO’s Representative List of Intangible Cultural Heritage of Humanity in 2024.
This recognition acknowledges the cloth’s cultural and historical significance.
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Meanwhile, watch this Ghana Month special edition of People and Places as we hear the story of how the head of Kwame Nkrumah’s bronze statue was returned after 43 years, below: