Zambia Unveils National Branding Initiative to Drive Investment and Unity

President Hakainde Hichilema has officially launched the Brand Zambia Project, a strategic initiative designed to strengthen the country's international profile and create a cohesive national identity that resonates both at home and abroad.

Speaking at the Brand Zambia Corporate Day in Lusaka, the President expressed his enthusiasm for the milestone. "Today, with great pride, we launched the Brand Zambia Project to clearly define our national identity and shape how we want the world to see us — united, forward-looking and full of potential," he said.

President Hichilema described the project as a vehicle for positioning Zambia as an ambitious and opportunity-rich destination for global investors and tourists alike. He emphasised that a strong, well-defined national brand is essential for economic competitiveness and urged all Zambians to take ownership of how their country is perceived on the world stage.

The President called on citizens across all sectors and communities to work together in projecting a positive, inclusive image of Zambia, stressing that national pride and collaboration are powerful drivers of growth. He also appealed to the private sector to engage actively in protecting and promoting the brand, highlighting his administration's commitment to expanding public-private partnerships as a catalyst for both domestic and regional development.

Reaffirming Zambia's democratic credentials, President Hichilema noted that peace, stability and free elections remain central to the country's appeal. "These factors are key in building confidence among investors and partners," he said. He pointed to encouraging signs of economic transformation, with the pharmaceutical and mining sectors driving rising foreign exchange earnings and reduced reliance on the US dollar.