Culture as a Commodity
A few weeks ago, I released the 10th episode of my podcast Circus and Circuit: Unraveling Global Trade. I devoted it to a fascinating, complex, and sometimes uncomfortable topic: culture — viewed not just as identity or expression, but as a commodity.
Yes, culture IS a commodity.
It’s a phrase that immediately stirs questions. Can culture really be bought and sold? Isn’t it something sacred, inherited, or personal? And if it is being sold, who’s profiting — and who’s being left out? This topic hit home for me not only as someone immersed in international trade, but also as a curious global citizen. Every day, we wear, watch, eat, and listen to things rooted in someone else’s cultural experience. But how often do we stop and think about the marketplace behind it?
The Marketplace of Meaning
In Part 1 of the episode, I spoke how culture now moves through the global trade system much like oil, wheat, or steel, but with a twist. It’s not #tangible. It’s #emotional. It’s #symbolic. And that makes it incredibly powerful. Think about it:
- Netflix exports not just entertainment, but narratives that shape how the world sees Korea, Mexico, Nigeria, or Spain.
- McDonald’s adapts its menus for every region, blending American branding with local taste (hello, McAloo Tikki in India).
- Gucci and Balenciaga turn aesthetics and identity into fashion statements that cross continents — sometimes respectfully, sometimes questionably.
- Language apps like Duolingo package entire cultural systems and sell them as subscriptions.
In each case, we’re seeing culture traded at scale, with real economic value. According to UNESCO, the global creative economy was worth over $2.3 trillion in 2022. That’s not a niche trend — it’s a driving force in the modern economy.
Culture: Engineered, Streamed, and Branded
In Part 2, I dug deeper into the consequences of commodifying culture. What happens when culture becomes something to be packaged, sold, and optimized for virality or aesthetics? We get four major forces at play:
- Homogenization — The world starts to feel… the same. The same playlists, same café aesthetics, same logo-heavy fashion.
- Hybridization — Traditions merge into exciting fusions. Think Korean tacos, Afrobeat-Latin pop collaborations, or kimchi pizza.
- Glocalization — Brands localize offerings to win market share while staying global (Starbucks, anyone?).
- Instagrammability — We design for the camera now. Culture, food, even places are crafted to look good in a square.
Sometimes, this remixing is beautiful. It connects us. It innovates. But at other times, it erases context, exploits tradition, and rewards trend over truth.
What Does This Mean for All of Us?
As consumers, creators, and business leaders, we’re not just spectators — we are participants in this cultural marketplace. Every click, purchase, or campaign helps shape what gets promoted, what gets flattened, and what gets preserved. So, we need to ask:
- Are we giving credit and value to the communities we’re inspired by?
- Are we making space for authentic voices in global storytelling?
- Are we building with people, or simply profiting from them?
Because while culture can be a commodity, it’s also something deeply human. And when we treat it with respect, it can build bridges instead of borders.
Listen & Reflect
If this topic resonates with you, I invite you to listen to both parts of Episode 10 of Circus and Circuit: Unraveling Global Trade.
We unpack the numbers, the names, the business models and the #ethical choices we all face in this global exchange of identity.
Culture is powerful. It’s history, memory, voice, and pride. But in the age of global commerce, it’s also branding, packaging, and revenue. The question isn’t whether we should trade culture — it’s how we do it consciously, respectfully, and with meaning.
Let’s make that marketplace one that honors the stories it sells.
@ Katsiaryna (Kate) Foronda
