SA needs to sell its brand in China

CHINA SEEMS to have very little awareness of the sophistication of the South African economy and a lot of branding is necessary, says Ndumiso Ntshinga, the South Africa ambassador to China, “I am very eager to move from the elephant, lion image. We are far more than that – we are technology leaders in Africa.” In a wide-ranging interview published in the monthly China Analyst for Africa by the Beijing Axis, Ntshinga said the embassy would be sending Chinese journalists to South Africa to view all aspects of our society. “We (also) need to get South African business people to China to break down the ignorance that exists.” Ntshinga says the government will use 2008, the 10th anniversary of diplomatic relations with China, as an opportunity for branding. Among other things South African business in China needs to be highlighted. “China does not even know how strong South African companies are in China.” He said they were keen to play a role in branding South Africa as a sophisticated economy. Both Sasol and MIH were good examples of companies with cutting edge technologies. “I see no reason why in our normal course of work we cannot brand our strengths.”