At Charter House, Ms Etambuyu Anamela Gundersen, Permanent Secretary for International Relations and Cooperation at the Ministry of Foreign Affairs and International Cooperation, received Mr Kalengo Simukoko, Acting Chief Executive Officer of the Zambia National Commercial Bank (ZANACO), to discuss potential collaborations under the newly launched Brand Zambia Initiative. The meeting focused on identifying strategic areas where public and private sector partnerships can strengthen the initiative’s impact. Brand Zambia, officially launched by President Hakainde Hichilema on 3rd March 2026 during the Corporate Day in Lusaka, operates under the theme “Ignite the Spirit of Zambia.” The initiative aims to transform Zambia’s image domestically and internationally, showcasing the country as peaceful, competitive, and ready for investment. Leaders highlighted the importance of coordinated efforts between government institutions and financial partners to maximize the initiative’s reach and effectiveness.
During the discussions, both parties explored ways ZANACO could support the initiative through financial services, investment facilitation, and corporate engagement programs. The partnership aims to ensure that the Brand Zambia Initiative does not only promote the country’s identity but also provides tangible benefits for local businesses and investors. By leveraging ZANACO’s network and expertise in financial management, the initiative seeks to create an environment that encourages economic growth and international confidence in Zambia’s market. The Permanent Secretary emphasized that collaboration with key corporate entities is vital to achieving sustainable national branding that attracts both tourism and investment. This approach reflects the government’s strategy of aligning public initiatives with private sector capabilities to amplify development outcomes.
The Brand Zambia Initiative is designed to position Zambia prominently on the global stage, highlighting its peaceful environment, stable governance, and investment potential. By reshaping perceptions both at home and abroad, the initiative seeks to build confidence among investors, trading partners, and the international community. Corporate engagement through partnerships with institutions like ZANACO enables the initiative to mobilize resources, showcase success stories, and create programs that support local entrepreneurs and communities. The initiative also emphasizes cultural promotion, innovation, and national pride as core elements in strengthening Zambia’s reputation globally. Leaders stressed that this integrated approach ensures the country’s image is projected consistently across multiple platforms and stakeholder groups.
The meeting between Ms Gundersen and Mr Simukoko represents a significant step in operationalizing the Brand Zambia Initiative through strategic public-private collaboration. By engaging financial institutions like ZANACO, the government seeks to enhance investment readiness and economic development while promoting Zambia’s identity internationally. The initiative’s success depends on coordinated actions that combine national branding, corporate participation, and community involvement. Through these partnerships, Zambia aims to ignite national pride, attract global investment, and reinforce its image as a peaceful and competitive country. The Brand Zambia Initiative thus reflects a comprehensive strategy to advance economic growth, national identity, and international recognition simultaneously.