South Africa’s cultural diplomacy was on display at the 7th Amman International Film Festival – Awal Film, as South African Ambassador to Jordan, Tselane Mokuena, attended the prestigious festival in support of South African filmmaker Zamo Mkhwanazi and her acclaimed feature film Laundry (Uhlanjululo).
Held under the theme “Beyond the Frame,” the festival officially opened this week in Amman, bringing together filmmakers, producers, actors, distributors and cinema enthusiasts from across the Arab world and the international film community. Running until 3 August 2026, the festival features 82 films from 27 countries, creating an important platform for emerging filmmakers and meaningful cross-cultural dialogue through cinema.
South Africa’s Presence at the Festival
During the festival, Ambassador Tselane Mokuena met with acclaimed South African film producer and director Zamo Mkhwanazi, whose feature film Laundry (Uhlanjululo) is among the productions drawing international attention.
The Embassy’s participation reflects South Africa’s commitment to supporting its creative industries abroad while strengthening cultural relations with the Hashemite Kingdom of Jordan through artistic exchange and people-to-people diplomacy.
The meeting highlighted the important role that South African filmmakers continue to play in sharing authentic African stories with global audiences.
‘Laundry’ Brings Apartheid-Era Storytelling to International Audiences
Written and directed by Zamo Mkhwanazi, Laundry (Uhlanjululo) is a powerful 2025 drama set in Johannesburg in 1968, during one of apartheid’s most oppressive periods.
The film follows the journey of a young Black man caught between pursuing his dream of becoming a musician and taking over his family’s laundry business located in a whites-only neighbourhood. As apartheid laws intensify and restrictions on Black-owned businesses become increasingly severe, he is forced to confront difficult choices involving family, identity, resilience and personal ambition.
Through its compelling narrative, Laundry explores themes of sacrifice, systemic injustice and hope, offering audiences an intimate perspective on the everyday struggles experienced by Black South Africans during apartheid.
Cinema as a Tool for Cultural Diplomacy
The Amman International Film Festival has established itself as one of the Middle East’s leading platforms for independent and first-time filmmakers, encouraging collaboration between regional and international film industries.
South Africa’s participation demonstrates how cinema continues to serve as a powerful instrument of cultural diplomacy, promoting dialogue, preserving history and fostering mutual understanding across cultures.
By supporting South African productions at international festivals, the Embassy contributes to expanding the global reach of the country’s creative sector while strengthening bilateral cultural ties between South Africa and Jordan.
Strengthening South Africa-Jordan Cultural Relations
The presence of Ambassador Tselane Mokuena at the festival underscores the growing importance of cultural engagement within South Africa’s broader diplomatic agenda.
International film festivals provide opportunities not only to celebrate artistic excellence but also to build networks among filmmakers, investors, distributors and cultural institutions, opening new avenues for future cooperation between South Africa and partners across the Middle East.
As the festival continues through 3 August, audiences from around the world will have the opportunity to experience diverse stories that transcend borders, with Laundry (Uhlanjululo) proudly representing South Africa’s rich storytelling tradition on the international stage.
