Last year, in a boardroom in Rabat watching Pakistani and Moroccan business leaders realize
they had been looking for each other for years — without knowing it. Our delegation to Morocco and Tunisia, meeting chambers of commerce, municipal leaders, and diplomatic representatives, confirmed something I’ve seen repeatedly over 26 years in cultural promotion: the infrastructure for connection already exists. What’s missing is someone to turn the key.

That is both the promise and the frustration of cultural diplomacy — especially for Pakistan.

I came to Canada at the age of 22. Since then, my journey has taken me from organizing fashion shows in Canada, Pakistan, France to producing theatre across Western Canada, managing international film and fashion platforms, and coordinating religious heritage tours that brought Sikh pilgrims to Pakistan’s sacred sites. Across continents and cultures, one lesson has remained constant: people connect with people before they connect with policies.

A fashion show in Paris can shift perceptions more effectively than a stack of policy briefs. A
musical concert in Calgary builds goodwill that official diplomatic cables simply cannot
manufacture. Cultural exchange humanizes a nation long before formal agreements do.

Yet when I present the sister cities concept with my team to Pakistani officials and Canadian
municipal leaders, I often see the same response — a nod of recognition followed by, “Oh yes,
I’ve heard of that.” Heard of it. Not actively participating. Not championing. Just… aware. That
gap between awareness and action is where Pakistan’s cultural diplomacy quietly fades, replaced by memorandums of understanding signed with ceremony and forgotten soon after.

We are currently working to build partnerships between Canadian cities — Ottawa, Mississauga, Brampton, Calgary, Surrey, Edmonton — and Pakistani counterparts including Islamabad, Bahawalpur, Rahim Yar Khan, and Mirpur in Azad Kashmir. These are not symbolic gestures. Sister city relationships create real frameworks: student exchanges, business delegations, cultural festivals, and knowledge-sharing on everything from waste management to climate resilience. Even practical lessons, like how Islamabad / Northern Areas could benefit from Ottawa’s snow removal systems, show how everyday governance can connect through cultural diplomacy.

But here’s the truth few people talk about: cultural diplomacy requires relentless follow-up.
The red tape is real. An MOU is signed, photos are taken, press releases go out — and then
silence. No dedicated follow-up. No institutional memory. Cultural exchange is treated as a
“nice-to-have” rather than an essential diplomatic tool.

This mindset sells Pakistan short.

I’ve spent decades presenting Pakistani fashion, music, theatre, and culture across three
continents. The reaction is almost always the same: curiosity, fascination, and admiration. When Canadians experience qawwali, when Europeans encounter truck art, when international audiences see contemporary Pakistani design, they are captivated. Our Sufi traditions, literary heritage from Faiz to Manto, culinary diversity, and archaeological treasures are not niche cultural references — they are world-class assets that can reshape how Pakistan is perceived globally.

The Pakistani diaspora represents millions of natural ambassadors. In Canada, we have built
thriving communities, contributed to every sector, and balanced cultural roots with Canadian
identity. I’ve watched second-generation Pakistani-Canadians move effortlessly between both
worlds. They are bridge-builders by nature. What’s missing is structured institutional support to
channel that potential into long-term impact.

Our recent delegations showed what is possible when the right people are involved.
Opportunities emerged, relationships formed, and doors opened. But success also depends on team integrity. Cultural diplomacy cannot survive personal agendas or individual self-interest. One person using a platform for private gain can damage years of relationship-building. Shared vision matters more than titles or credentials.

I’m not naïve about the challenges. Cultural diplomacy is slow, often thankless work. It doesn’t
produce instant headlines. But brick by brick, exchange by exchange, it builds trust that outlasts political cycles.

Other nations have demonstrated the power of culture as strategy. South Korea invested in
cultural exports and saw global perception transform within a generation. Pakistan doesn’t need to copy another model — we need our own, rooted in authenticity. Expand cultural centers, support artist residencies, strengthen Pakistani studies programs, and make our arts, music, literature, and film more accessible through digital platforms. Culture should be funded as a strategic asset, not treated as an afterthought.

For me, this work aligns naturally with my life’s path. Experience in broadcasting, events,
fashion, and cultural production means little unless it contributes to something larger than
personal achievement. Cultural diplomacy is about building platforms that outlive individuals.

I ask municipalities, policymakers, diaspora organizations, and cultural stakeholders to do three things: share experiences, treat sister city partnerships as real diplomatic tools, and get involved. Artists, educators, entrepreneurs, and engaged citizens all have a role.

In Rabat, a Moroccan entrepreneur said, “We should have been doing business with Pakistan for years. Why didn’t anyone introduce us sooner?” That question stays with me.

The infrastructure exists. The goodwill exists. The opportunities exist.

What we need now is the will to turn potential into reality — one exchange, one partnership, one human connection at a time.

Sadat Choudhary has been promoting Pakistani culture internationally since 1999, working across Canada, Pakistan, and Europe in fashion, broadcasting, and cultural event management.He focuses on cultural diplomacy initiatives connecting cities and communities worldwide.Reach him at sadat@isciorg.com for feedback and collaboration.