LUSAKA, March 3 (Xinhua) -- Zambia on Tuesday launched a national rebranding initiative aimed at repositioning the country as a preferred investment destination and strengthening its international image.
The initiative, branded under the tagline "Zambia Moves You," seeks to project a unified national identity while promoting the country's economic potential and rich natural resource base to global audiences.
Speaking at the launch in the capital, Lusaka, President Hakainde Hichilema said the government embarked on the rebranding strategy to address negative perceptions that emerged after Zambia became the first African country to default on its Eurobond debt, following a missed coupon payment in 2020.
Hichilema noted that after assuming office in 2021, his administration began actively marketing Zambia internationally to restore confidence among investors and development partners.
Two years ago, he added, the government undertook a comprehensive reassessment of the country's domestic and international standing, which informed the development of the new national brand.
According to the president, the rebranding initiative is strategically designed to align Zambia's identity with its economic ambitions, emphasizing its business potential and competitive advantages in a globalized world where national image plays a critical role in attracting capital and partnerships.
He also urged citizens to play an active role in shaping the country's image abroad through responsible use of social media, noting that online content significantly influences international perceptions.
Promoting a positive and coherent national image, he said, is essential to sustaining economic growth through increased investment inflows. ■
