A different kind of export

Pakistan has struggled in recent years to keep pace in the global export market. The textile sector, once a defining industry, has seen rapid growth in countries like Bangladesh, Vietnam and India, outpacing Pakistan in readymade garment exports. The country also faces challenges in other export domains, which are crucial to its fragile economy.

However, there exists an area where Pakistan has yet to realise its full potential – a sector that could redefine the country’s international image beyond destruction, death and terrorism. The instability within Pakistan has driven people away, reinforcing a global perception of a barren, lifeless land devoid of vibrancy and culture. Cartoons and other imagery often depict Pakistan as a desolate, grey country, lacking the dynamism and energy that define thriving nations.

Yet, there is a way to counter this perception – a route that remains largely unexplored but could offer Pakistan a chance to showcase its rich and diverse cultural heritage. Pakistan possesses remarkable talent across various fields but has failed to effectively promote it internationally. One such sector is music. Despite language barriers, Pakistani music has resonated globally, particularly in India and other parts of the world. Artists like Rahat Fateh Ali Khan have spoken at top universities worldwide, sharing the intricacies of Eastern music. Yet, domestically, Pakistan struggles to elevate its classical and contemporary musicians onto the global stage.

The late Nusrat Fateh Ali Khan gained recognition in Pakistan only after his collaborations with Western artists brought him global acclaim. He later became a major phenomenon in Bollywood and internationally before his untimely passing. Similarly, Pakistani musicians today face challenges in gaining domestic recognition. The indie band Poor Rich Boy from Lahore was acknowledged in the US and awarded a cultural exchange tour in 2014, yet remains relatively obscure at home. Pakistan has consistently failed to leverage its musical talent as a means of shaping its global image and showcasing a softer, more artistic side of the country.

The same neglect applies to dance – a form of expression nearly lost in Pakistan, at least in its classical variety. Nahid Siddiqui, one of Pakistan’s most accomplished Kathak dancers, has frequently shared her struggles in promoting classical dance in a country where it was once celebrated. During the early days of state television, dancers like Nahid and her contemporaries were featured on PTV. However, the restrictive policies under General Ziaul Haq drove dance underground, forcing artists like Nahid Siddiqui to seek recognition abroad. Today, performers like Nighat Chaudhry and Sheema Kermani continue to uphold Pakistan’s classical dance traditions, but they face immense societal resistance. Clerics who openly denounce dance and discourage female education are frequently given prime-time slots on national television, reinforcing regressive attitudes.

Even within schools, parents often oppose dance as part of the curriculum, seeing it as immoral. Yet, classical dance is deeply embedded in Pakistan’s cultural history, tracing its roots back to the Mughal era and beyond. Reviving and promoting dance as a legitimate art form could help Pakistan reconnect with its historical identity and demonstrate a more progressive image to the world.

Beyond music and dance, Pakistan has the potential to attract global attention through its breathtaking landscapes and historical sites. The country boasts some of the most majestic mountains and scenic beaches in the world. However, tourism remains an underdeveloped industry due to inadequate infrastructure and security concerns. While Nepal has successfully positioned itself as a premier destination for adventure tourism, Pakistan has failed to capitalize on its rich natural offerings.

Entertainment and cultural events can also play a role in reshaping Pakistan’s image. Festivals like Basant once attracted millions of visitors to Lahore. Even though Basant is now banned in the city, there is no reason it cannot be revived in smaller towns like Kasur, where kite-flying remains a vibrant tradition. By hosting cultural festivals in safer locations, Pakistan can reintroduce itself to the world as a country rich in heritage and celebration, rather than one mired in conflict and extremism.

Pakistan’s potential exports extend beyond arts and tourism. The country has a wealth of handicrafts, textiles, and pottery that remain largely untapped in global markets. However, the absence of a structured cultural export policy has hindered efforts to promote these industries. Unlike India, which has successfully marketed its arts and crafts on a global scale, Pakistan has yet to develop a strategic framework for exporting its cultural products.

A well-designed cultural policy could open doors for artisans, musicians, and performers to showcase their work internationally. Such a policy would not only boost economic growth but also help reshape Pakistan’s narrative in the global arena. Artists and entertainers who have already found success in India provide strong evidence that Pakistani talent has the potential to resonate with international audiences.

Pakistan must take concrete steps to diversify its exports beyond traditional industries. By investing in culture, arts and tourism, the country can present itself as a nation rich in creativity and heritage. The time has come to leverage these strengths to tell a different story – one that highlights Pakistan’s contributions to the world beyond extremism and conflict.

Pakistan can also tap into the digital world to project its creative industry. With the rise of social media and streaming platforms, musicians, filmmakers and artists can reach global audiences without the traditional barriers of distribution. Encouraging the growth of Pakistan’s film industry, supporting independent filmmakers and promoting digital storytelling could open new avenues for cultural exports. Films like Joyland, which received international acclaim, demonstrate the potential of Pakistani cinema on the global stage. If properly nurtured, this industry could become a major cultural export, changing perceptions of Pakistan worldwide.

Pakistan also has a deep tradition of storytelling through literature and poetry, an art form that has not been fully capitalised upon. The works of Faiz Ahmed Faiz, Allama Iqbal and contemporary writers have found audiences abroad – and yet the country lacks a strong platform to promote literary voices internationally. Establishing literary festivals that invite international participation and ensuring translation programmes for Pakistani authors could help elevate the country’s literary heritage to a global audience.

The export of intellectual and artistic capital must be encouraged as part of a broader vision for economic revival. As traditional industries struggle, creative and cultural sectors can offer fresh avenues for growth. The government, cultural organisations and private investors need to recognise this opportunity and collaborate to promote Pakistan’s soft power worldwide. Pakistan is more than the stereotypes that have long defined it in the global imagination. It is a country of poets, musicians, filmmakers and artisans whose talents deserve recognition beyond its borders.

By embracing its cultural wealth and investing in creative industries, Pakistan can redefine its place in the world. This will not only contribute to economic development but also help reshape the narrative surrounding the country, proving that Pakistan is a land of talent, resilience, and artistic brilliance.

The writer is a freelance columnist and former newspaper editor. She can be reached at: kamilahyat@hotmail.com