India’s engagement with BRICS is extending beyond diplomatic meetings and summit venues, with 36 content creators from BRICS member and partner countries visiting Kerala to experience and document the state’s culture, cuisine, crafts and everyday life.

The creators are travelling together on a three-day visit, capturing their experiences through photographs and videos and sharing their impressions with audiences in their respective countries.

The visit offers the international creators an opportunity to experience India beyond formal diplomatic events while highlighting Kerala’s cultural diversity and hospitality.

Traditional Arts and Crafts in Kovalam

As part of their itinerary, the delegation visited the Kerala Arts & Crafts Village in Kovalam. The creators explored traditional handicrafts, interacted with local artisans and recorded their experiences for social media platforms.

Several members of the delegation praised Kerala’s vibrant culture, food traditions and the warm reception they received during their visit.

Iman, a content creator from Egypt based in Saudi Arabia, said this was her second visit to Kerala and described her experience as exceptional. She particularly praised the state’s culture and traditional cuisine.

She said the traditional Kerala sadhya was among her favourite experiences, especially during the Onam celebrations.

International Creators Praise Kerala Cuisine

Jamie, a content creator from China, said she was impressed by the welcome she received in Kerala. She recalled enjoying a traditional thali featuring 32 dishes and described the dining experience as memorable.

She said she was creating videos to share her experiences with her Chinese audience and encourage more people to discover India and its hospitality.

Shah, a content creator from Malaysia, also praised Kerala’s natural beauty, people and hospitality. He highlighted a traditional meal served on a banana leaf as one of the memorable experiences of his visit.

Cultural Connections Across Countries

Abdul Hafeez from Nigeria described Indian hospitality as unique and said his journey from New Delhi to Kerala had allowed him to experience different aspects of the country.

He noted similarities between some Kerala dishes and Nigerian cuisine while also appreciating the distinct flavours and traditions. Speaking about BRICS, he said the grouping provided an opportunity for countries to come together and exchange views on culture, economics and politics.

Sultan from Kazakhstan also praised Kerala’s culture and cuisine, calling India a beautiful country.

Bollywood Inspires International Visitors

Qasim Makka from Ethiopia spoke about his long-standing connection with India through Hindi cinema. He said he had grown up watching films featuring stars such as Shah Rukh Khan, Aamir Khan, Salman Khan, Akshay Kumar and Amitabh Bachchan.

His interest in Bollywood eventually encouraged him to learn Hindi and work on translating Hindi films. He described attending the BRICS Summit as the fulfilment of a childhood dream after more than two decades.

India’s Hospitality Leaves a Lasting Impression

Rahina Muhammad from Nigeria called her experience in India a dream come true. She praised the hospitality and described traditional dining, including eating rice and other dishes by hand, as a memorable cultural experience.

Ugandan creator Derek Sanyonya said his visit had changed his perception of India. He highlighted the country’s people, history, monuments, art, culture and hospitality, particularly the friendliness he encountered.

The creators also expressed optimism about BRICS and its role in promoting unity, peace and cooperation. Their Kerala visit is providing an informal cultural dimension to India’s wider BRICS engagement, allowing international audiences to experience the country through the eyes of creators from around the world.

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