Who would have imagined that cultural presence, simply being seen, can translate into real economic power?

Hollywood is a great example. Its success is built on the global reach of Western culture. When countries have the resources to promote their culture, people, landscapes, fashion, and values through films, TV, and music (cultural products), they do more than entertain. They create familiarity. They make their culture recognizable, something people feel connected to, even from across the world.

And familiarity can create economic opportunity. When people are familiar with a culture’s food, stories, towns or aesthetics, they are more willing to engage with, invest in and travel to experience it. That’s the economic side of cultural visibility.

The reverse is also true. When a culture is rarely seen in global media, when there are no stories or images about it, people have no reference points and no emotional connection. And many cultures, especially from poorer countries, do not have the resources to create films, promote artists, fund media, or market their traditions on a global scale. As a result, their stories don’t get told, and potential economic benefits are lost with them.

That’s concerning. Economic significance is increasingly tied to social significance. When a culture is socially invisible, it becomes much harder to grow creative industries, tourism and cultural products. This creates a vicious cycle: low visibility leads to lack of economic opportunity, which leads to even less visibility.

This is why my interest in culture is not only sociological, but also economic. My economics major helped me understand how cultural presence can affect national economic development. Cultural visibility first helps preserve the culture itself and keep it relevant. But more than that, it can create jobs, strengthen local economies, and create real sources of revenue.

And that matters. National economic vulnerability has consequences.

So, we must start somewhere. For me, that “somewhere” is bringing more voice and visibility to my own culture, specifically to our food.