Over the past decade, BRICS has evolved from a primarily economic group into a multidimensional partnership that now places culture and arts at the heart of its diplomatic agenda.
As the group expands to include new members such as Indonesia, Egypt, and the UAE, its focus on cultural cooperation is becoming an increasingly powerful tool of soft power and global influence.
New cultural vision for a multipolar world
Each member of the group holds a deep and diverse cultural heritage – from India’s centuries-old dance forms to Russia’s world-renowned ballet, from Brazil’s vibrant music traditions to China’s artistic innovations that span millennia.
Together, they are weaving these legacies into a new narrative that celebrates plurality and mutual respect. This cultural mission is rooted in the BRICS’ broader political philosophy: building a multipolar world order.
Cultural exchanges as soft power
Cultural diplomacy has proven to be one of the most effective instruments for building trust among nations.
The BRICS group has been expanding its cultural exchanges through film festivals, art exhibitions, literary forums, and youth programmes. For instance, the BRICS Film Festival, launched in 2016, offers a platform for filmmakers from each member country to present stories that reflect their societies and identities.
The festival not only strengthens cross-cultural understanding within the group but also introduces audiences around the world to new cinematic perspectives.
Similarly, the BRICS Youth Art Festival bring together young artists, musicians, and performers in an environment that fosters collaboration across languages and borders. These initiatives cultivate long-term cultural ties that contribute to sustainable people-to-people diplomacy.
Digital collaboration and cultural technology
The digital era has further amplified BRICS cooperation in arts and culture. Countries like China and India are leading in the development of AI, digital media, and streaming platforms – technologies that are increasingly central to global cultural exchange.
Projects like the BRICS Digital Museum Network and Virtual Cultural Heritage Initiative allow users worldwide to explore the art, architecture, and traditions of each member country in immersive formats.
Economic dimensions of cultural cooperation
Beyond soft power, cultural collaboration within BRICS carries significant economic benefits.
The global creative economy – now valued at over US$2 trillion – has become one of the fastest-growing sectors worldwide. Recognising this, BRICS members are investing in creative industries as engines of sustainable growth.
Joint cultural production funds, co-investment in filmmaking and animation, and initiatives to protect intellectual property rights across member states are helping to establish a more balanced global creative marketplace.
Brazil’s music exports, India’s film industry, and China’s digital art markets all provide models for blending cultural identity with economic opportunity.
Preserving identity amid globalisation
BRICS promotes authenticity, local traditions, and linguistic diversity.
Programmes encouraging the translation of BRICS literature, the restoration of heritage sites, and the documentation of indigenous art forms are all part of preservation efforts. This approach challenges the notion that modernisation must come at the cost of tradition.
Instead, BRICS cultural projects highlight that technological advancement and cultural heritage can – and should – evolve together.
Cultural bridge to the Global South
BRICS is also positioning itself as a cultural bridge to the Global South. Many developing nations look to the group as a model for protecting their own cultural sovereignty while participating actively in the global art scene.
Through partnerships with African nations, the Arab world, and Latin America, the group is fostering a south-south cultural dialogue.
For example, collaborations between South Africa and Egypt in visual arts, or between India and Brazil in literature and folk music, reflect the group’s commitment to nurturing cross-continental artistic ties grounded in shared histories of resilience and creativity.
Toward a global cultural balance
As BRICS solidifies its position as a major player in world affairs, its cultural diplomacy may become its most enduring legacy.
The group is not only reshaping the global creative landscape but also redefining what cultural leadership means in the 21st century.
In essence, BRICS is proving that art and culture are not secondary to economics or politics – they are foundational pillars of a fairer, more balanced, and interconnected world.
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