- 05 Dec 2024
In today’s economy, creativity and cultural heritage are emerging as key drivers of sustainable development. The orange economy, encompassing industries like media, arts, fashion, and design, and the purple economy, centered on cultural heritage and preservation, offer Jordan transformative opportunities. With a rich history, vibrant cultural identity, and a growing pool of creative talent, these economies present pathways to innovation, job creation, and increased global recognition.
Jordan’s strategic geographic location and deep-rooted traditions position it as a hub for storytelling, craftsmanship, and tourism. By investing in these sectors, Jordan can honor its heritage while driving economic growth, solidifying its role as a leader in creative entrepreneurship in the region.
Laying the Groundwork: Policy Support
Jordan has taken meaningful steps to foster its creative and cultural industries. The National Strategy for Culture 2023–2027 places culture at the center of sustainable development by promoting diversity and empowering local talent. Complementing this, the Economic Modernization Vision 2033 identifies creative industries as key innovation drivers and outlines strategies to attract investment and expand market access.
Meanwhile, the Ministry of Digital Economy and Entrepreneurship (MoDEE) has spearheaded initiatives to enhance digital transformation, equipping entrepreneurs with the tools to scale their ventures. Together, these policies create a foundation for a thriving ecosystem that supports innovation while preserving Jordan’s identity.
Opportunities in the Creative and Cultural Industries
Jordan’s orange and purple economies offer vast opportunities for entrepreneurs to leverage the nation’s cultural assets and creativity. These industries—spanning media, fashion, tourism, and handicrafts—are driving innovation while preserving Jordan’s rich heritage.
- Media and Content Creation: Companies like Kharabeesh have gained global recognition for their engaging digital storytelling, blending humor with regional narratives. The Jordan Film Commission further supports this sector, helping filmmakers showcase Jordan’s stunning landscapes and unique heritage.
- Fashion and Design: Brands like JoBedu are modernising traditional craftsmanship for global audiences, combining cultural motifs with contemporary design. These initiatives demonstrate how heritage can fuel creative and commercial success.
- Tourism and Sustainable Experiences: Tourism integrates cultural heritage with innovation, offering unique opportunities for entrepreneurs. The Curated Experiences project mapped over 215 tourism activities, culminating in TravelJordanian.com, a platform highlighting craft workshops, culinary adventures, and historical tours. These initiatives promote local artisans, performers, and cultural experiences, contributing to both economic growth and heritage preservation.
Handicrafts and Artisanal Products: Initiatives like Yarmouk Women and Khoyoot for Crafts empower local and refugee women to create and sell traditional crafts like embroidery and weaving. By connecting artisans with global markets, these ventures ensure the preservation of cultural heritage while promoting economic empowerment.
Realising Potential: Challenges and Opportunities
While the orange and purple economies offer substantial potential, entrepreneurs in these sectors face several challenges that slow down their growth. Limited access to funding remains one of the most significant obstacles. According to the Magnitt Jordan Venture Investment Report, venture investment in Jordan accounted for only a small fraction of regional funding in recent years, highlighting the need for a more diversified and inclusive financing ecosystem.
Despite the commendable efforts of ecosystem players like Oasis500 and the Innovative Startups and SMEs Fund (ISSF), which have provided critical early-stage support, the funding landscape still lacks diversity. Expanding financial mechanisms is essential to ensure creative and cultural ventures across various stages of development have access to the resources they need.
Nevertheless, Jordan’s entrepreneurial ecosystem is strengthened by collaborative efforts between government-backed entities and private accelerators. These partnerships are critical in bridging gaps and ensuring creative and cultural startups receive the guidance and backing necessary to thrive in competitive markets.
The Way Forward
The orange and purple economies represent a powerful intersection of cultural preservation and economic innovation, offering Jordan a unique avenue to chart its future. By cultivating creative and cultural industries, Jordan not only empowers its entrepreneurs but also unlock new opportunities for global collaboration and market expansion. These economies have the potential to become engines of resilience, promoting inclusive growth that benefits local communities while showcasing Jordan’s rich heritage to the world.
Through continued support from forward-thinking policies and investments, these sectors can address pressing challenges while creating vibrant ecosystems of creativity and innovation. Now is the time for stakeholders—government, private sector, and international partners—to amplify their efforts in championing these industries. By doing so, Jordan can position itself as a leader in sustainable development, ensuring that its traditions evolve alongside a flourishing creative economy, securing a prosperous legacy for generations to come.
Leaders International actively supports orange and purple economy initiatives through the majority of its projects, reflecting our commitment to diversifying Jordan’s economy and enhancing its resilience in an ever-evolving global landscape.