A first of its kind platform, built exclusively to turn African culture, identity and social connection into bookable micro-experiences, aims to reduce loneliness and cultural disconnection this Christmas.
As of 2021 there were 1.5 million Africans living in the UK. However, a recent survey of the UK and US, conducted by the university of Bath and advocacy organisation Africa No Filter, revealed that western perceptions of Africa were less positive compared to those of Europe, and largely shaped by negative stereotypes.
Over 40% had negative opinions of the continent which they linked to nature and wildlife rather than looking at its human and cultural diversity, or societal achievements.
A further 75% of participants listed at least one negative thought associated with the continent. These negative associations, largely consistent with mainstream media portrayals, resembled depictions of uninhabitable landscapes and widespread societal challenges such as poverty, and economic instability.
With this in mind, Kulturely has had a successful nationwide launch with over 1000 people on the waitlist to experience food, music, language, lifestyle and authentic human connection, provided by 320 hosts offering unique and genuine experiences connected with African culture.
Founder of Kulturely, Daniel Iloh said: “Africans in the UK and across the world carry culture in everything we do, our food, humour, stories, music, and the way we move through life. These things have value.
“Kulturely gives Africans a way to earn from who they already are, without changing themselves to fit anyone else.”
The survey found there was a clear and significant lack of understanding and appreciation for the diversity of the continent, on top of a widespread disregard for African culture, resulting in the region often being ignored as a reason for interest or celebration.
Only 33% of 1,701 responses listed society, economy and culture when asked what comes to their mind when they think of Africa.
Kulturely hopes to bring Africans living abroad a flexible income route that relies on cultural exchange, and strengthening communities, instead of participants requiring qualifications or previous experience in order to host and advertise events.
As well as giving students, new arrivals and long-term UK residents a safe space to feel a sense of familiarity and belonging, it also aims to give members of other cultures and ethnic groups an opportunity to step outside their comfort zone and try new things.
Co-founder, Genesis Etoroma said: “For travellers, students, and locals, Kulturely offers a safe, human, and unforgettable way to meet Africans and experience culture in real time.
“And for Africans, it unlocks a flexible income engine that doesn’t require qualifications, only authenticity.”
Featured image credit: Kulturely
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