JOURNALS

ABSTRACT

Africa as a continent is rich in cultural diversity, with a wealth of traditions, languages, art, music, and spiritual beliefs that date back centuries. This cultural heritage is not only a source of pride for African communities but also a valuable assert with the potential for economic empowerment, social cohesion, and cultural preservation. This work explores the importance of rediscovering and promoting African cultural heritage for sustainability in the global future as a commodified glocalization. This glocalization emphasizes the importance of incorporating local perspectives and preferences into the global exchange of goods, services, and ideas rather than simply adopting global trends and practices. By accentuation and promoting African Cultural heritage, the continent can attract tourists, and invest in cultural industries, and create job opportunities for its people. Additionally, the preservation of these traditions is crucial in the face of modernization and globalization, which pose a threat to the continued existence of many African cultural practices. Embracing African cultural heritage can foster a sense of unity and pride among African communities, bridge cultural divides, and promote understanding and respect for different cultural background in an increasingly globalised world. Using a qualitative and analytical approach, the paper concludes that the preservation and promotion of African cultural heritage are essential for ensuring the sustainability of these traditions for future generations.