The Cultural Attaché at the Embassy of Liberia in the People’s Republic of China, Jon Bricks, has reaffirmed his commitment to transforming Liberia’s global cultural presence to enhance diplomatic cooperation and increase the nation’s tourism-driven revenue.
Speaking in an exclusive interview in Beijing, Mr. Bricks emphasized the immense potential of Liberian culture and its ability to attract global attention, investment, and cooperation.
“Liberia has a beautiful cultural heritage and an inspiring history that the world is eager and willing to explore,” he said. “Much more can be achieved with diplomatic cooperation and deeper cultural relations.”
Mr. Bricks noted that Liberia, as Africa’s first independent republic, possesses a unique historical identity that should be widely shared. “We have a lot of stories, culture, and history that the world is willing to learn and explore. I am fully committed to making that happen to boost tourism and national investment,” he added.
According to the Cultural Attaché, the enthusiastic support he continues to receive from the Liberian Embassy in Beijing, particularly from the Ambassador, has strengthened his confidence in taking Liberian culture beyond borders.
“With this level of commitment, I am optimistic that Liberia’s cultural image will become a key attraction for tourism and domestic resource mobilization,” he said.
Bricks disclosed that his office has been engaged in a series of cultural interactions with Chinese students, investors, and cultural partners.
These engagements, he said, have sparked growing interest in Liberia’s historical sites and cultural narratives. “They are showing genuine enthusiasm to learn about and explore Liberia,” he shared.
“Listen to me, Liberia has a very rich cultural heritage and tradition that the world needs to know,” he passionately declared. “Promoting Liberia’s culture is my paramount concern. My name is rooted in grassroots music and heritage that is the spirit I’m bringing to this role. When Liberian culture reaches the world, we attract more investment, cooperation, and global partnerships.”
Bricks described the job of promoting Liberia’s culture abroad as aligning perfectly with his personal mission to elevate Liberia’s visibility on the global cultural map. He said that showcasing Liberia’s heritage isn’t just a job it’s a vision he’s determined to fulfill.
“There has always been room to improve and promote Liberia’s cultural heritage globally,” he explained. “Liberia is already a known name on the world stage, and our culture deserves the spotlight.”
Highlighting the global curiosity surrounding Liberia, he said, “People are willing to learn more about Liberia’s traditions, native languages, and even local pidgin.
As the first independent nation in Africa, Liberia holds a unique place in history. That’s a story worth telling, and we’re committed to telling it well.”
Bricks mentioned that several cultural events held in China have drawn interest from potential tourists and partners eager to experience Liberia firsthand.
“We’ve done many traditional events here, and people are expressing interest in coming to Liberia to explore. This is just the beginning,” he said.
He acknowledged the strong backing of the Liberian Ambassador and praised the Embassy’s efforts to prioritize cultural diplomacy.
“The support has been tremendous,” Bricks said. “It shows that Liberia is serious about using culture as a tool for engagement and national development.”
However, he also called for increased financial support to help sustain and expand these efforts. “We need more budgetary backing to take Liberian culture beyond our borders and make it a magnet for tourism and foreign direct investment,” he urged.
Mr. Bricks concluded by stressing the importance of cultural identity in shaping Liberia’s international perception. “When people know who we are and where we come from, they respect us more. That’s why this mission is so important not just for tourism, but for national pride and diplomacy.”
As Liberia looks to redefine its global footprint through soft power, cultural diplomacy led by passionate figures like Jon Bricks may play a pivotal role in turning heritage into a bridge for opportunity and national growth.