Johannesburg – 19 November 2025 – Today Brand South Africa announces a partnership with global entertainment streaming service, Netflix, to celebrate and showcase South Africa’s vibrant cultures in anticipation of the upcoming G20 Summit this November. The initiative will feature renowned South African comedian, Jason Goliath, who assumes the mantle of the ‘unofficially, official’ Minister of Enjoyment whose task it is to welcome visitors and G20 delegates, highlighting the country’s attractions.
The collaboration highlights the breadth of South Africa’s film-friendly cities, coastlines and landscapes, and the creative talent that brings them to life. By connecting viewers to destinations they’ve already seen on screen, the film aims to inspire travel, support local businesses and crews, and spotlight the country’s world-class production ecosystem, while also giving global audiences a taste of South African culture, languages, food, music and creative spirit.
Previously, a survey conducted by Netflix found that after watching South African content, global audiences were 3.1 times more likely to make South Africa their number one travel destination while also being 5.6 times more likely to learn a local language, while showing that global audiences want to learn more about South African culture, food, music, languages and of course experience the magnificent landscapes and locations that make South Africa unique.
“Through this partnership, we proudly bring to life the spirit of Brand “South Africa”, a nation defined by innovation, unity, ubuntu and hope. Together, we’re amplifying South Africa’s extraordinary journey from the shackles of racial segregation to freedom, democracy, and the protection of human rights. As global attention turns to our shores, we celebrate a land of pristine beauty and boundless opportunity, home to humble, hospitable, and caring people whose resilience, creativity, and optimism continue to inspire the world”, said Mr Neville Matjie, CEO of Brand South Africa.
“South Africa’s stories and locations resonate with audiences around the world,” said Shola Sanni, Netflix Director of Public Policy for Sub-Saharan Africa. “Our collaboration with Brand South Africa, featuring phenomenal local talent such as Jason Goliath, is a source of pride as it not only spotlights extraordinary South African locations, food, arts and music scene but its remarkable people. This initiative further strengthens our commitment to sharing authentic South African stories, talent, and the nation’s dynamic culture with our global audience through Netflix.”
The video will roll out across Netflix and Brand South Africa channels and select partner platforms with practical guidance to explore South Africa responsibly.
ENDS
Note to editors
A longer version of the video will be released online on Thursday 20 November 2025 on the Netflix Africa YouTube channel.
To be part of the conversation, visit the Brand SA and Netflix SA social pages:
X: @Brand_SA
Facebook: Official Brand South Africa
Instagram: @brandsouthafrica
TikTok: @brandsouthafrica
@Netflixsouthafrica on Facebook and @NetflixSA on Twitter and Instagram
About Brand South Africa:
Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness. Brand South Africa’s primary focus is to develop and implement proactive, coordinated marketing and communications reputation management strategies for South Africa. Our main objective is to market South Africa to both domestic and international audiences, positioning South Africa as a competitive investment destination, and inspiring and instilling active citizenship amongst South Africans.
About Netflix:
Netflix is one of the world’s leading entertainment services, with over 300 million paid memberships in over 190 countries enjoying TV series, films and games across a wide variety of genres and languages. Members can play, pause and resume watching as much as they want, anytime, anywhere, and can change their plans at any time.
For press inquiries, please contact:
Theo Nel
Account Director
Burson Africa theo.nel@bursonglobal.com
Copyright Brand South Africa © 2025. All rights reserved - Reengineered by Pii Digital
