In a powerful confluence of intellect, rhythm, and reflection, Africa’s preeminent branding authority, Thebe Ikalafeng, launched his highly anticipated new book, Rooted & Rising: Reclaiming Our Culture and Redefining Our Global Influence.
The event, held before a capacity audience at the symbolic Constitution Hill in Johannesburg, was more than a simple book launch; it was a sensory manifesto for a continent on the move.
In conversation with veteran broadcaster Noeleen Maholwana-Sangqu, and framed by opening remarks from Her Royal Highness Queen Nozizwe Mulela of the Zulu Kingdom, the evening was a curated experience.
A Pan-African playlist, co-curated with the legendary Lebo M and performed by DJ Kenzhero and DJ XO, provided a vibrant sonic backdrop that blended seamlessly with the book’s core themes.
Rooted & Rising is a profound call to action. It urges Africans to reclaim cultural confidence, re-anchor their identity in ancestral wisdom, and redefine their global presence on their own terms.
Moving beyond mere storytelling, the book is designed as an immersive journey. It introduces the “7-P Framework”— Pause, Purpose, Proof, Presentation, Presence, Protection, and People — accompanied by a dedicated Apple Music playlist.
It weaves in proverbs and symbols like the Sankofa bird, while the “Harvest Time” sections invite personal reflection. Crucially, it offers proof through the real-life testimonies of figures ranging from Wangari Maathai to Trevor Noah.
In a defining moment, Thebe announced that proceeds from his books will fund the multi-million-rand Africa Brand Leadership Education (ABLE) Fellowship.
This endowment directly addresses a critical gap by supporting PhD research in Africa-focused brand leadership, building the intellectual capacity the continent needs.
“We cannot keep talking about Africa’s potential without building the institutional capacity to realise it,” Thebe affirmed.
Rooted & Rising is not just a book to be read — it is a movement to be lived: a rallying call for Africans to lead with authenticity, pride, and purpose.
As Thebe declared, “Africa no longer needs validation. We need vision — rooted in who we are, rising to who we can become.”
