Morocco Leverages Traditional Caftan in Cultural Diplomacy Push

Is intangible heritage at the service of soft diplomacy? "Intangible heritage, particularly traditional clothing, has become an effective tool for strengthening diplomacy in Morocco," notes Jeune Afrique, explaining that this is clearly manifested by the use of the Moroccan caftan as one of the elements of its soft power. The report points out that the Moroccan caftan is now a symbol of cultural identity and a field of cultural and diplomatic competition, particularly with Algeria. And, Rabat is striving to protect its intangible heritage from Algiers. Last Thursday, Morocco registered 10 brands related to the caftan, zellige, babouche and jewelry with the Moroccan Office of Industrial and Commercial Property (OMPIC), the government agency responsible for the protection of industrial property in Morocco (trademarks, patents, industrial designs).

These registrations concern eight new brands, which are added to their existing portfolio of certification labels and collective brands, bringing the total to 77 deposits, the Secretariat of State in charge of crafts and the social and solidarity economy said in a statement. He will add: the publication of the deposit of the brands with OMPIC constitutes the penultimate stage before the registration of the ten collective certification marks at the international level, in particular with the countries of the European Union, the United States, Canada and the member states of ECOWAS (Economic Community of West African States).

"Intangible heritage elements have become effective tools reflecting Morocco’s ability to use its cultural heritage in the service of its soft diplomacy," commented a researcher in international relations, estimating that thanks to the continuation of cultural and diplomatic initiatives, these elements will remain central in projecting Morocco’s image on the international scene. "Moroccan cultural diplomacy is based on this heritage to strengthen intercultural dialogue, which contributes to conveying a positive image of the kingdom and improving the understanding of our culture and heritage by others," he stressed. He is convinced that this type of diplomacy plays an important role in strengthening relations with other countries, particularly in Africa and Europe.

To support his argument, the researcher explains: "the Moroccan caftan, for example, is not just a traditional garment, but a civilizational message that highlights Morocco’s cultural and diplomatic position. It constitutes an entry point to make the national identity known and promote cultural understanding, thus strengthening relations with other countries." According to him, it is necessary to intensify efforts to promote the presence of Moroccan intangible heritage on the international scene, by expanding cultural partnerships and strengthening programs reflecting the diversity and richness of the national heritage, but also to raise awareness among the younger generations of the importance of this heritage in order to ensure the continuity of its role as a bridge of communication and diplomacy.