Forbes Africa reveals the new ambassadors of Moroccan soft power
Morocco’s influence is no longer measured solely by the yardstick of its traditional diplomacy. Forbes Africa magazine highlights a generation of artists, scientists and athletes who, through their individual excellence, are redefining the perception of the Kingdom on a global scale.
They are the faces of a Morocco that is winning and exporting itself. The business magazine has looked at these figureheads of Moroccan "soft power", believing that these talents, often from the diaspora, have become the most powerful vectors of the country’s image.
At the forefront of this elite is the physical chemist Rachid Yazami. Presented as a "discreet inventor", this father of the lithium-iron battery sees his impact recognized worldwide, with his patents underpinning much of the mobile technologies we use on a daily basis. A silent but ubiquitous influence that places Morocco on the map of cutting-edge scientific innovation.
From the stage to the screen: a voice that carries
Cultural influence is also in the spotlight. Forbes highlights the crucial role of comedians Jamel Debbouze and Gad Elmaleh, who have managed to transform their binational identity into mainstream success, breaking down cultural boundaries. Literature is not left behind, with writers like Tahar Ben Jelloun and Leïla Slimani, whose works translated around the world integrate Moroccan sensibilities into major contemporary social debates.
The report emphasizes the eclecticism of this soft power. It goes through pop culture with rapper French Montana, a real bridge between Morocco and the American music industry, or through the screens with actor Assaad Bouab, now indispensable in international productions. Sport remains a powerful vector, embodied by PSG star Achraf Hakimi and kickboxing legend Badr Hari, symbols of performance and resilience.
Finally, the influence extends to builders and entrepreneurs, such as architect Jamal El Karkouri or producer Bouchra Réjani. For Forbes Africa, the stakes go beyond mere notoriety: by exporting this "cultural familiarity", these ambassadors are paving the way for very real spin-offs in terms of tourism, investment and strategic partnerships.
