Ketekente in Ghana’s Diplomatic Relations, Tourism and Global Pan-Africanism Drive

This study investigates how Ghana’s handwoven cloth traditions (Kente by the Asante and Kete by the Ewe) collectively referred to in this paper as “Ketekente” have contributed to the country’s cultural diplomacy, global tourism appeal, and the broader Pan-African movement. This study employs a qualitative narrative and contextual analysis of archival materials, media coverage, and historical records. The findings demonstrate that Ketekente has gradually evolved into a global symbol of African identity. It has been prominently featured in civil rights campaigns, diasporic reunification ceremonies, and diplomatic representations of Ghana’s cultural heritage. The cloth’s visual language and symbolism have elevated Ghana’s image as a cultural giant on the continent. However, findings reveal a lack of structural organisation within the weaving sector, limited awareness of copyright protections among weavers, and the marginalisation of the term “Kete” in global discourse. The paper proposes the inclusive term Ketekente as a cultural rebranding strategy and advocates for the formalisation of the sector through policy support, national weaving centres, and intellectual property education. The study contributes to ongoing theoretical and policy conversations about cultural capital, textile nationalism, and postcolonial identity, with practical implications for heritage governance and Afrocentric diplomacy. These measures are essential to enhance the economic value, global visibility, and heritage preservation of Ketekente in Ghana’s diplomacy and tourism landscape.