The local content production industry has received a huge boost following the signing of a cultural co-operation deal where local films will be broadcast in China.  The Rwanda-China broadcasting co-operation agreement that was signed between Rwanda Broadcasting Agency and the Chinese embassy in Rwanda will improve the quality of services and professionalism in broadcasting and the cultural industry.

Both new players have made substantial economic and soft power investments in the country to boot. Since 2015, Beijing has poured over $14 billion into infrastructure development. Saudi Arabia, itself a prominent donor to Djibouti’s public works, has spent generously on social welfare projects for the country’s poor.

For more than two decades, Russia has been trying to regain its Soviet-era economic influence in Africa, but such efforts have regularly hit stumbling blocks. Policy experts and Russian authorities attribute this to inadequate knowledge of investment and economic possibilities in the continent.

Cultural exchange between China and Nigeria got another boost on Thursday when the "Beijing Television Dramas and Movies Broadcasting Season in Africa" was declared open in the West African country. At least 17 Chinese movies and TV dramas of various categories, including urban comedy, love, family and adventure, are to be aired in Nigeria throughout the season.

Chinese, Swedish and Germans will have a taste of local music during Botswana's 50th independence celebrations, courtesy of ReBatswana Music Ensemble. The music ensemble is a colourful, spirited showcase of traditional, folk, afro jazz and modern music and they are booked to perform in the said countries.

Sports are an intrinsic part of the American life — bringing folks together on the field, in the backyard and around the TV. But sports are also bringing people together in an even bigger way — people from different continents, cultures and walks of life — thanks to a concept called sports diplomacy.

Nearly a decade later, the 24-year-old is bringing her idea to life through a program in Senegal that encourages young women in coding and technology. She is developing a mobile phone application that will allow teachers, parents and students to swap books and supplies. It's called WECCIO, or "exchange" in the local Wolof language.

Several African countries have jumped on the brandwagon and included nation branding in their national development program. The Brand Africa initiative, intergenerational movement to create a positive image of Africa, celebrate its diversity and drive its competitiveness, was launched in 2010.