The South African government has expressed worries over the deteriorating image of the country abroad, warning that perceptions of xenophobia are triggering real economic and cultural consequences for citizens.
South Africa’s Minister of Justice and Constitutional Development, Mmamoloko Kubayi said the backlash is affecting businesses and the creative industry where South African entertainers rely heavily on continental performances for income.
She disclosed that several South African artistes have lost performance opportunities on the continent, while businesses operating abroad are also facing challenges linked to perceptions of xenophobia.
The government official disclosed that one entertainer informed her that all scheduled performances outside South Africa had been called off, resulting in a significant loss of income.
According to her, “Majority of South African artists who perform in other African countries are seeing their gigs getting cancelled. One artiste did reach out to me to say all her gigs were cancelled on the continent. This is an income lost by a South African.
“That is why let’s deal with the issue of illegal immigrants. Those you have within your borders legally, please protect them as you would protect South Africans.”
Kubayi described the situation as part of a wider backlash affecting the country’s “brand,” noting that both businesses and individuals are now facing difficulties in several African countries.
According to her, the government is already engaging through diplomatic and support channels to cushion the impact on affected South African companies operating abroad.
“We are raising the issues that we are raising, the brand is hurting, we can’t lie about it. The backlash, and that’s why part of the work that we are doing as government as well through DECO is engagement with businesses abroad,” she said.
Kubayi added that Minister Ronald Lamola has also been meeting with South African businesses outside the country, with consular support being strengthened to assist those affected.
Noting that the fallout has now expanded to the entertainment sector, she disclosed that the government would also work with the arts and culture sector to better understand the scale of the impact and develop coordinated responses.
Kubayi, however, insisted that South Africans should not be broadly labelled as xenophobic, arguing that the government continues to promote responsible citizenship while addressing migration concerns through legal frameworks.
She said there is ongoing engagement with African partners who, according to her, acknowledge South Africa’s challenges regarding undocumented migration and support law enforcement efforts.
At the same time, she urged communities to reject violence against foreign nationals, saying such actions damage both national unity and international standing.
Kubayi maintained that foreigners living legally in South Africa should be protected, adding that the state’s approach is to balance enforcement with respect for human rights and regional relations.
The comments come amid the isolation of South Africa following reports of anti-immigrant incidents that prompted Nigeria, Ghana, Malawi and other African countries to evacuate some of their citizens from the country.
The controversy has also spilled into sports. Last week, South Africa captain Ronwen Williams expressed disappointment after Bafana Bafana’s 2-0 defeat to Mexico in their opening match of the 2026 FIFA World Cup.
Williams said he was surprised that many African supporters appeared to back Mexico rather than South Africa and called for greater solidarity among African nations during international competitions.
“Africans have always supported other African countries in every World Cup tournament, but I can’t figure out why our own case is different.
“Many Africans supported Mexico, not us, the South Africans. We almost shed tears, but it’s truly sad,” Williams said.
