Is Culture Getting Commercialized?

In recent years, cultural practices and traditional symbols have become increasingly visible in mainstream spaces from fashion runways to TV ads, social media campaigns, and influencer content. But as more brands and personalities adopt these cultural elements, a growing number of people are asking: Is our culture being celebrated, or is it being commercialized?
During public commemorations like Women’s Month and the upcoming Heritage Month, we often see companies releasing themed adverts featuring traditional attire, language, or music. Beads, headwraps, and isiZulu or isiXhosa proverbs are used to evoke identity and pride, but they are also used to sell products. While this visibility may seem like progress, some argue it is not always done respectfully or authentically.
There’s a difference between genuine cultural appreciation and strategic cultural appropriation. For example, when a community elder is invited to share the significance of beadwork or initiation rituals in a campaign, that’s inclusive. But when models are dressed in traditional clothing for aesthetic purposes without context or credit, it becomes a form of exploitation.
Social media influencers have also joined the trend. Content creators are now monetising culture filming umemulo ceremonies, lobola negotiations, or traditional food preparation. While this can educate and promote cultural pride, it can also become performative, especially when it prioritises views and deals with cultural respect.
Culture is not just a theme for marketing it is lived, practiced, and sacred for many. Commercializing it without community involvement risks flattening deep traditions into visual trends.
“Our culture is not content it is a legacy. It deserves to be shared with pride, not sold for profit,” says cultural activist and storyteller Nombuso Mthethwa. Her words echo the sentiment of many who feel that the line between celebration and commodification is growing thinner.
So how do we protect our culture while embracing modern platforms? The answer may lie in ownership. Communities and cultural custodians should lead the storytelling. Brands and creators should collaborate, not extract. And consumers must become more conscious by asking: Is this authentic? Who benefits from this?

As August reminds us to honor women, many of whom are the keepers of culture, it’s also a time to reflect. Are we truly celebrating our heritage or selling it?
#WomenMonth #CultureNotForSale #HeritageEveryday #AfricanIdentity #RespectCulture

Written By

Ntombifuthi