Before a capacity audience at Constitution Hill — a site symbolic of South Africa’s struggle, freedom, and rebirth — Africa’s leading branding authority, Thebe Ikalafeng, launched his much-anticipated follow-up to his bestselling memoir The Traveller: Crossing Borders and Connecting Africa.
In conversation with veteran broadcaster Noeleen Maholwana-Sangqu, and interspersed with a Pan-African playlist curated with Lebo M and performed by DJ Kenzhero and DJ XO, the evening blended intellect, rhythm, and reflection. Her Royal Highness Queen Nozizwe Mulela of the Zulu Kingdom delivered the opening remarks, and the event was facilitated by Reverend Kabelo Motlhakane.
The launch was covered by SABC African Language Services, ensuring the story of Rooted & Rising reached audiences across South Africa in multiple languages — a fitting reflection of the book’s message of inclusivity and cultural pride.
ROOTED & RISING — WHAT MAKES IT DIFFERENT
Rooted & Rising: Reclaiming Our Culture and Redefining Our Global Influence is both a personal and continental 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.
The book goes beyond storytelling — it is a sensory and spiritual experience. It fuses Africa’s sounds, symbols, and stories into a manifesto for modern leadership:
• The Drumbeat of Identity: A companion Apple Music playlist curated with Lebo M, celebrating the rhythm of the 7-P Framework — Pause, Purpose, Proof,
Presentation, Presence, Protection, and People.
• The Language of Our Ancestors: Rooted & Rising has woven proverbs, symbols, and philosophies from across Africa — from the Sankofa bird to Ubuntu —
reminding readers that Africa’s wisdom has always guided the world.
• The Harvest: Reflective “Harvest Time” sections at the end of each chapter invite readers to pause, learn, and apply the lessons in their own lives.
• The Proof of Africa: Real stories of African leaders, creatives, and changemakers — Wangari Maathai, Trevor Noah, Chimamanda Ngozi Adichie, Thabo Mbeki, and others — demonstrating that Africa’s greatness is not theory but testimony.
“Rooted & Rising is not just read — it’s Africa heard, felt, and lived,” said Ikalafeng. “It’s Africans reclaiming their story through their own voices, rhythms, and history.”
A CALL TO ACTION — FROM WORDS TO INVESTMENT
In the evening’s most powerful moment, Ikalafeng announced that proceeds from Rooted & Rising and The Traveller will be invested in the Africa Brand Leadership Education (ABLE) Fellowship and Trust — a multi-million-rand endowment supporting PhD scholars and research in Africa-focused brand leadership at UNISA, the University of Johannesburg, and IIE–Emeritus/Vega, with support from partners including the Liberty Group, turning years of advocacy into tangible impact. It directly addresses findings from more than 15 years of Brand Africa research, which reveal that while 80 percent of the most admired brands in Africa are non-African, belief in the continent’s potential remains overwhelmingly strong.
“Rooted & Rising is not just about identity — it’s about investment,” Ikalafeng affirmed. “We cannot keep talking about Africa’s potential without building the intellectual and institutional capacity to realise it. Through the ABLE Fellowship, I’m putting action to words — ensuring that the next generation of Africans will not just consume brands, but create them.”
A MOVEMENT, NOT A MOMENT
With its blend of music, reflection, and real-life stories, Rooted & Rising stands as both a celebration and a challenge — a rallying call for Africans to lead the world with authenticity, pride, and purpose.
“Africa no longer needs validation,” said Ikalafeng. “We need vision — rooted in who we are, rising to who we can become.”
ENDORSEMENTS FROM AFRICAN AND GLOBAL VOICES
Rooted & Rising has already drawn praise from thought leaders and cultural icons across the continent and the diaspora:
• “Every generation needs its story and soundtrack — where we have been, who we are, and what still sings with us. This is it.” – Lebo M, world-renowned composer of The Lion King
• “Africans must reclaim our power as the arbiters of our culture and intellect. Rooted & Rising lays the groundwork.” – Jessica Nabongo, first Black woman to travel to every country
• “A powerful reminder that our greatest strength is our culture.” – HRH Queen Nozizwe Mulela, CEO of Eswatini Bank
• “A blueprint for bold, authentic African identity rooted in ancestral heritage.” – Dr Sipho Sithole, founder of Native Rhythms Records
• “Resets our compass and reminds us that as Africans, we are enough.” – Prof. Alinah K. Segobye, CEO, Botswana Human Resource Development Council • “A pathway to rise rooted in the richness of our own identity, not borrowed ones.” – Prof. Toyin Falola, University of Texas
BOOK DETAILS
| Title Author Publisher Foreword Release Date Availability Playlist | Rooted & Rising: Reclaiming Our Culture and Redefining Our Global Influence Thebe Ikalafeng Jonathan Ball Publishers Prof. Toyin Falola 5 November 2025 Exclusive Books, leading African retailers, and global online stores Rooted & Rising |
ABOUT THE AUTHOR
Thebe Ikalafeng is a globally respected African branding authority and founder of Brand Leadership, Brand Africa, and the Africa Brand Leadership Academy (ABLA). Recognised among the 100 Most Influential Africans by New African magazine and Global Reputation Forum and 100 Most Creative People of African Descent, he has shaped brands, nations and narratives across more than 25 African countries. His work and philosophy champion a brand-led African renaissance. He has been to every country in Africa and every continent in the world. www.ikalafeng.africa
