Our Vision

Our Story

Joy from Africa to the World is a movement championed by the V&A Waterfront in Cape Town. The ever-evolving campaign offers an invitation to live with compassion and make a change in the world, while supporting local communities, celebrating heritage, discovering places beyond our neighbourhood, exploring creativity and expression, and sharing hope and joy.

Initially conceived as a festive-season campaign of locally designed and produced decorations, this inspiring initiative supported job creation, access to market, circular economies, sustainable and ethical product-making, and authentic story-telling about a festive season that was truly African. During the 2019 and 2020 festive seasons, the V&A Waterfront came alive in an exciting narrative that represented people on this continent, with installations made from materials that were kind to the planet and its inhabitants.

The spirit of this campaign has touched so many lives, and the ethos with which it exists has influenced a general way of being, creating a community of better-minded people who do better business. By turning this into a movement, in 2021, that exists beyond the festive season, we hope to inspire other neighbourhoods and organisations to find alternative ways to go about their work, in a way that influences change and is filled with compassion. 

This year, we have divided our journey into five themes, which you can read more about here. The possibilities of Joy from Africa to the World are endless, and our wish is that it continues to grow alongside the communities we celebrate.

Join our journey of change and compassion.

#JoyFromAfrica

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